Image from: People Watching TV / Shutterstock
Last weekend was another beautiful summer weekend on the east coast, and how did I spend it? Swimming? No. Jogging or Hiking? Absolutely not. I spent my weekend on Netflix watching every episode of the sitcom Louie. I usually try to stay active, and even though I came very close to canceling my subscription during their pricing shift not too long ago I’ve lately been spending more and more time on the site.
I was curious to see if others on the internet were behaving like me, so I went to Compete PRO and looked at the average stay metric. The measurement clearly shows that people are settling on Netflix with visitors spending an average of almost fourteen minutes on the site last month.
This can most likely be attributed to the fact that Netflix has been increasing the amount of content available in its online streaming library. When looking at the keyword “TV Shows” you can see that 6% of the keyword’s traffic pushes to Netflix, with about a third of that 6% being paid for, which may mean more people catching up on their favorite shows through an online medium.
As a result of the increased catalog of TV shows, Netflix has been tinkering with the layout of their website. In early June the company implemented a new user interface which, among other things, separated the movie and TV categories.
Historically Netflix has been good at website optimization; in a comparison between average stay and number of pages per visit, it’s clear that the sharp decline in pages visited against the ascent of Average Stay means people seem to be finding what they want with less trouble, and therefore less clicking.
This metric will be an interesting one to pay attention to in coming months as not all Netflix users seem to be fans of some of the site redesigns. Prior to the changes the website was mostly text based, but now is more image focused. Some people feel that the changes make the site clunky and less user friendly, but whether or not they will have an impact on site interaction is something only time will tell. How do you think Netflix’s redesign, and their new emphasis on shows, will impact their viewership?
Jake works at Compete as a Business Development Intern in the Sales department. He is a rising senior at the University of Massachusetts Amherst where he majors in Marketing at the Isenberg School of Management. You can find him on Twitter @jakegoldster or connect with him on LinkedIn.