Ethnographic Insights from OTT Viewership: A MavenMagnet Case Study

The surge in OTT platforms has witnessed a shift towards individual viewing of content that caters to personal choices. Analysis of target segment’s viewership preferences can yield valuable insights for brand’s content strategy. With the intent to understand the drivers of enduring customer loyalty among millennials, we analyzed the two most-rewatched television series of recent times – F.R.I.E.N.D.S. and Schitt’s Creek.

Here are some key insights:

[Relationships] What is the millennial fairy tale?                                             

Consumers are no longer looking for utopian versions of love, friendship or family values. Mature and realistic relationships among self-aware characters who were willing to accept each other’s flaws resonated with over 60% of the fans. Non-toxic, balanced and often imperfect relationship is what they crave for!

[Value Drivers] What kind of brands are they likely to stick with in the long run?

Optimism has been the cornerstone of repeat viewership. Over one-third of the fans acknowledged that the positive vibe of the shows offered a refreshing escape from the negativity in the world around them, and offered hope after a hard day at work, or in times of grief, depression or heartbreak.

[Opinion & Beliefs] What do they feel strongly about?

Diversity Normalization is the new definition of activism. This is evident from the appreciation of not just “acceptance”, but “normalized portrayal” of LGBTQ relationship and singlehood. The young consumer of today is not scared of making unconventional choices that prioritize individuality and personal growth over social norms.

At MavenMagnet, we analyze consumer conversations in the form of videos, images, text and audio across the globe in every language and dialect. We use a combination of AI and human intervention to extract data-driven insights while adhering to the most stringent industry and government privacy standards.