Hulu has published a new behavioural study that has determined that streaming service users can be divided into four particular subgroups depending upon how they use said services.
With over 90% of people ages 13-54 in the 2,500 person survey using at least one service, the study shows people don’t use these services in any one common way and each sub-group consists of different demographics each with different psychographic traits.
The four groups are as follows:
Therapeutic Streamers
The largest group. People who “stream content as a way to decompress and ‘(lightly) reflect'”. Content often has a nostalgia element. Demographically it’s the closest to the population as a whole.
Classic Streamers
24% of users. Watch at set times with family, friends or a partner as part of a daily routine. This group is very much more likely to be married, and somewhat likely to be more affluent than the average.
Indulgent Streamers
21% of users. Will spend a weekend racing through an entire season, or multiple seasons, of a series. This group skews older and is more likely to live alone.
Curated Streamers
13% of users. People who seek out series and movies that create or drive cultural conversation, and also want to take part in the conversation. Demographically they’re likely to be Generation Z/post-Millennials.
There are some larger trends as well. Around two-thirds of users prefer “lean back” viewing, namely TV they can use to relax and unwind rather than watching with full attention and so second screening and comfortable formulaic TV is very much in.
Source: The Live Feed
