What Old Shows Are Young Viewers Binging Back to Life?

Young consumers are binge watching a massive amount of entertainment—so which shows are they giving new life?

Young consumers have made binge watching a major part of their entertainment behavior, and there’s no doubt, they’re having a love affair with binging. We explored their binge viewing behavior and its impact on other areas in our trend The Binge Effect earlier this year. The majority of 13-33-year-olds define binge watching as viewing 4-8 episodes of a TV series in one sitting, or watching a whole season of a TV series in one sitting. Seven in ten are binge watching monthly, and three in ten are binge watching every week—indicating that they are devoting a massive amount of time to binging content. In fact, they estimate that they’ve spent over 20 hours binging in the last month. So what are they watching?

The top kind of content they report binging is previous seasons of a currently airing TV show, and the top reason why they’re binging is to catch up on a TV show—both insights that have implications for newer series. But 71% of 13-17-year-olds and 79% of 18-33-year-olds have binge watched a show that has not been on TV for several years, 65% of 13-33-year-olds say that they are binge watching shows that are no longer on TV that they never had the chance to watch, and 62% of 13-33-year-olds are binge watching shows that are no longer on TV that they used to love. In other words, binging off-air shows is also incredibly popular with young consumers. One 30-year-old female said of binging an old show, “It's like spending time with old friends. Also my friends all watch it and we quote it all the time.” Binge viewing is also helping to give defunct shows new life with a new generation of fans. Young viewers today have access to more content than ever before—and many are…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies