October 4th, 2023, Janice Fernandes
Ever since the Writer’s Guild Association (WGA) strike began in May 2023 (which has now ended), followed by the SAG-AFTRA strike in July, TV and movie productions have ground to a halt. And while a third of US consumers (35%) believe the Hollywood strike might bring positive changes to the industry, how have they responded to the lack of new content?
Notably, 41% of all respondents haven't taken any specific action in response to the Hollywood strike. This sentiment is shared by consumers aged 35 to 54 (46%) and those over 55 (48%). In contrast, only 26% of 18-34-year-olds have maintained no change.
Roughly around a quarter of all respondents (24%) say they have turned to rewatching their favorite shows and movies, as well as exploring old content they missed. Among young consumers (18-34-year-olds), 25% opt to rewatch, while 20% delve into unseen classics, and those over 55 lean more towards the latter at 28%.
Data reveals that consumers have taken up certain outdoor activities during this time, with 14% engaging in socialization, and around one in nine dedicating time to outdoor hobbies or fitness routines (11% each). In the 18-34 age group, these figures increase to 21%, 16%, and 17%, respectively.
Exploring alternative forms of entertainment such as books, podcasts, and video games has attracted consumers as well (14%), with the 18-34 age group showing the greatest interest at 18%.
Nearly one in ten respondents (9%) have also turned to non-Hollywood content, like international shows and movies. Furthermore, 9% have subscribed to new streaming services to access different content, while 8% have decided to cancel their existing streaming service subscriptions.
A smaller segment of the population has chosen to focus on personal development, with 7% of respondents indicating that they are learning new skills or taking online courses. Meditation or mindfulness practices have been embraced by 6% of respondents, while 5% have taken to volunteering or participating in community activities to pass the time.
Binge-watching behavior and subscription preferences
Nearly half of all respondents (49%) express a strong inclination toward binge-watching new seasons upon their return after the strike, while 36% have no interest in doing so.
Interestingly, women are more enthusiastic about binge-watching (53%) compared to men (46%), where the numbers are almost evenly split – 41% of men are unlikely to binge-watch.
Consumers' eagerness to binge-watch is possibly reflected in their subscription habits, with nearly half of respondents saying they are unlikely to change their streaming plans (55%) or cancel subscriptions (48%) during this period.
Although the majority of respondents lean toward maintaining the same plans, there's still a noteworthy portion of the population considering changes. Nearly three in ten respondents (28%) express a likelihood of exploring something like lower-tiered subscription plans due to the current lack of fresh Hollywood content.
Around a third (33%) are looking to cancel some of their streaming service subscriptions.
In terms of the now rescheduled Emmy awards, the level of excitement remains unchanged for around two-thirds of the respondents (67%). Around one-fifth of respondents feel that the delay will make the event more exciting (19%).
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Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on September 19-20, 2023, with a nationally representative sample of 1,168 adults in the United States (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.
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