Entertainment

CASE STUDY: RELEASE STRATEGY HAS A BIG IMPACT ON BINGE VIEWERSHIP AND SEASON COMPLETION

In this 7Park Data Media & Entertainment report we explore streaming viewership trends for Hulu’s Marvel’s Runaways, which employed two different release strategies for its first two seasons. Hulu released episodes of the first season week-by-week, and the second season all at once.

Leveraging 7Park Data’s OTT Viewing dataset, sourced from a global panel of active Netflix, Hulu, and Amazon Prime viewers, we compare how each season performed in terms of completion rates, binge viewership, and the speed of completion.

Some of our takeaways include:

  • The all at once release strategy improves season completion rate: The completion rate for season 2 (episodes released all at once) was 10 percentage points higher than season 1.
  • The all at once release strategy encourages more viewing in a shorter amount of time: Just under half of viewers that watched the entire second season did so within 7 days, compared to only 27% of season 1 viewers

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