Binge-watching shedding its negative connotations

Binge-watching is shedding its negative connotations, according to new research from Gfk MRI, as more and more people say they regularly watch three or more episodes of the same show in one sitting.

by Helen Leggatt

Whether via video on demand, DVR, streaming online or TV marathons, almost six in 10 people (57%) say they have binge-watched, defined as watching three or more episodes of the same show during one sitting.

While a quarter of people say they binge-watch "about half the time", 18% binge-watch "more than half the time" and 14% "all or most of the time". Forty one percent of binge-watchers say most of their binge-watching time is taken up by viewing television programs they have never seen before, while 35% opt for old favorites.

The most prolific binge-watchers are Millennials, found the GfK MRI research, with more than half (53%) claiming to be regular binge-watchers.

It seems that binge-watching is becoming a more acceptable activity. According to Karen Ramspacher, senior vice president of Consumer Insights of GfK MRI's special research on TV viewing, "as it expands further into the mainstream, people are excited to embrace the behavior", driven by streaming services.

Two-thirds (66%) of regular binge-watchers say streaming is the option they use the most. Among Millennials who binge regularly, 81% do so via streaming services.