A new report examining the viewing habits of more than 1 million users of over-the-top services is offering a bit of a peek at the usage data of streaming giant Netflix on a global level. Among the findings: Original content viewing by U.S. users accounts for one of the smallest percentages of total content viewing among the 16 countries profiled, indicating Netflix has plenty of room to offer more original content going forward as the best way to draw new subscribers.
The findings from 7Park Data, from users that collectively stream more than 1 million hours of content each day, found that Orange Is The New Black was by far the most-watched TV show on Netflix during the period between May and June, the monthly span used by the company to initiate coverage. OITNB Season 4 launched June 16 and dominated viewership globally, spiking by 544% from May to June. The shift moved the TV Dramadies genre from a No. 13 ranking to No. 6.
The just-released data does not include the summer hit Stranger Things, one of the most recent original series from Netflix that has seen big buzz. It premiered July 15.
Total library content viewership made up 86.29% of all viewership for Netflix in June, but the report finds that the service sees substantial changes in this ratio when it releases new original content. On March 17, for example, the day prior to the second season release of Daredevil, the viewership of library content in the U.S. was 88.45% — it shifted to 76.3% the next day. Original series like OITNB and Grace And Frankie followed similar patterns.
During May-June, the report says, 20th Century Fox TV remained the No. 1 production studio based on the number of globally indexed OTT streams, followed by Warner Bros TV. OITNB producers Titled Productions and Lionsgate TV moved from No. 58 and No. 59 to No. 3 and No. 4, respectively owing the the new season launch, showing the strength of the original series.
Previous seasons of original shows also were found to have increased in viewership leading up to new seasons as users catch up or review what came before. That trend was true of May-June’s No. 2 TV series, Freeform’s Pretty Little Liars, which grew 98% over the previous month as Season 6 became available. But it had only 40% of OITNB‘s viewers, with the report saying because it had already aired on cable TV while OITNB released all episodes at once encouraging binge-watching.
Globally, English-speaking American programs ruled, comprising the top five most-viewed programs in 14 of 15 countries profiled. Library content is also more popular overseas, 7Park says.
On the movie side, the Netlfix original movie The Do-Over with Adam Sander and David Spade was the No. 1-rated movie in June.