According to some experts, the hubbub surrounding Netflix’s coming licensed content–pocalypse might amount to a lot of noise
saying the numbers the measurement firm had come up with were “not accurate, not even close.” It remains impossible to say for certain how accurate or inaccurate any numbers regarding Netflix viewership are—a reality that the streamer has long used to its advantage. That seems unlikely to change.The Office
drew about 5.5% of total viewing minutes spent on Netflix. Parrot placed the number at 2.5%. As different as those two percentages are, both numbers are striking; according to Williams, Parrot has found that single titles on Netflix typically garner viewership in the hundredths of a percent of total viewership.
What’s more interesting is that fans of these two shows might behave differently once their favorite programs leave Netflix. Williams toldthat Parrot Analytics also tracks viewer affinity—a correlation that predicts how likely viewers are to follow one Netflix show with another. Fans ofFans ofby contrast, “have a lower affinity to the rest of the titles, and certainly the Netflix originals,” Williams said.
But these licensed shows aren’t necessarily drawing so many eyes because of their quality. Most Netflix originals last just a few seasons; shows likecreated in a network kiln designed to support traditional television syndication, span hundreds of episodes. So especially for young subscribers, who might not have seen these sitcoms when they originally aired, they’re like catnip. “It’s just volume, the tremendous number of episodes that these two programs have,” Fuhrer said.
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