According to a study from Symphony Advanced Media, streaming back seasons of broadcast TV shows has a positive impact on viewership of the current season. The study indicated that an average of 38% of viewers who watched a back season across any video platform during the weeks leading up to a season premiere also watched the current season. It also indicated that drama programs are the most likely to have back season viewing and that Netflix (NASDAQ:NFLX) is the primary source of most back season viewing.
While streaming platforms might concern broadcast TV companies, SymphonyAM's data indicates a gain of up to 11% of new viewers of the current season in the early weeks a program is on the air, due to back viewing. The study indicated that a majority of back season binge viewing can be attributed to viewers who began watching a new show but preferred to do so from the first season. This was followed by viewers who wanted a refresh on previous seasons, prior to starting the current one.
"We're seeing changes in viewing behaviors and habits over recent years that is altering the way the entire television industry earns, maintains and loses viewers," said Charles Buchwalter, CEO of SymphonyAM. "But regardless of the massive success of streaming platforms and its content, broadcast and cable TV programs are still garnering strong audience numbers, a portion of which is actually coming from the success of these new viewing methods."