Data: These Viewer Segments Are Really into TV Dramas

Watching TV is a staple of everyday life for a majority of people: 64% of respondents to a recent MX8 Labs survey said they watch movies or TV daily. But with today's fragmented entertainment landscape that now encompasses myriad streaming platforms, FASTs and traditional linear TV (not to mention YouTube and social media), it's harder than ever to reach the right audience with the right message at the right time. Simply targeting new titles or hit shows based on ratings doesn't cut it.

One alternative route is to go broader with a genre play — if you have the right intelligence about what type of viewer is watching certain genres. MX8 Lab's recent survey reveals a few insights in this area, including some very specific cohorts that are all-in for TV dramas:

• When it comes to what type of content viewers are watching, TV dramas emerged as one of the most popular choices, cited as being watched regularly by 59% of total respondents.
• Also ranking high were true crime documentaries (48%) and blockbuster movies (45%), while only 17% said they regularly watch independent/arthouse films.
• Genres that landed in the middle for popularity included sci-fi/fantasy (37%), superhero movies (34%) and reality TV (33%).
• TV dramas are especially popular with several particular demographics: People ages 55-64 (70%) and 65+ (68%), those with a Master’s degree (77%) and women (69%).
• Streaming exclusives are most popular with people 35-44 years old (62%) and people who make $50K-$74.9K (55%).