Showtime uses hybrid approach to take the pulse of Nurse Jackie viewers

By Joseph Rydholm | May 1, 2011

Reading time: 8 minutes

Abstract

Quantitative research and online one-on-ones helped Showtime learn how fervent fans of its Nurse Jackie series feel about the show and how their lifestyles dictate how and when they watch it.

Research Topics:: Consumer Research | One-on-One (Depth) Interviews | Online Research | Online Surveys | Qualitative Research | Quantitative Research
Industry/Market Focus:: Entertainment | Television | Television-Cable/Satellite
Content Type: Case Study

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A clearer picture

Between DVRs, on-demand channels and an ever-growing list of Web-based options, TV fans have more ways to watch their favorite shows than ever. And while the choices may be bewildering for viewers, they cause even more anxiety among the networks that purvey the shows by splintering the viewership into multiple outlets that all require tracking and analysis.

For insights into how viewers prefer to watch its hit series Nurse Jackie, the Showtime network used both quantitative and qualitative methods, drawing on an online survey and a Web-based chats to better understand which viewing platforms (on-demand/DVR/linear) they use and prefer and what drives their viewing preferences and habits

As one of the goals was to bring the show’s viewers to life for internal audiences, Showtime turned to the online one-on-ones of Denver-based research firm iModerate, feeling that the chats would offer up the qualitative insights needed to create the viewers’ stories by giving Nurse Jackie fans a chance to open up in an individual conversation.

The study was split into four waves over a four-week period. Showtime conducted an online survey with viewers of Nurse Jackie who own a DVR and have access to Showtime On Demand. The quantitative portion resulted in 1,857 completes. The one-on-one chats were added to each of the four waves, and in all, 100 sessions were completed. The viewers who chatted were males and females, ages 18 to 64, who subscribe to digital cable or telephone company TV service, who receive Showtime, who have Showtime On Demand and a DVR and who have watched two or more episodes of Nurse Jackie in the current season.
Objectives during the chat sessions included gaining a better understanding of:

any changes in the platform viewing preferences of Nurse Jackie over the past four weeks;
any changes in viewing of the current Nurse Jackie episode;
platform-switching from both a functional (DVR has limited space, but on-demand isn’t in HD) and emotional (i.e., being part of the water-cooler crowd) perspective; and
viewer engagement with Nurse Jackie.

Uncover the reasoning

The quantitative data gave Showtime metrics surrounding viewing frequency, television subscription information and demographics. The iModerate sessions painted a complete picture of Nurse Jackie viewers and helped Showtime uncover the reasoning behind their viewing and platform preferences. At a high level, the insights revealed that in an ideal world, most fans would watch the live Monday night episode premiere, and that those who did were the most fervent fans. However, due to an array of work, family and social commitments, most utilize DVR and on-demand technologies to watch the show.

Further, the qualitative research garnered candid feedback surrounding platform benefits, drawbacks and the motivations behind platform switching. In addition, data from the chats made it possible to group viewers and create five distinct personas based on a number of functional (such as lifestyle, schedule) and emotional (such as feelings toward Nurse Jackie as a character) factors. Vignettes were then crafted for each persona, giving Showtime a colorful snapshot of the show’s viewers.

Below is a look at the qualitative findings for the five viewing segments and a vignette for each that incorporates verbatims from the chat sessions.

Those who watch the show primarily on-demand

Watching whenever it is convenient and controlling the viewing experience is extremely important for this audience. Being able to watch any episode is also critical to their preference for on-demand. Features like pause and rewind allow them watch every moment and mitigate interruptions. On-demand also saves space on their DVR for other shows. These viewers are not likely to switch platforms as they don’t have time to watch TV shows live and are too busy to remember to set their DVR.

Stephanie watched the first episode of Nurse Jackie after a co-worker at the office recommended the show. “I was immediately hooked!” she said. Since then, she’s tried to catch the newest episodes on Monday nights, but work and family responsibilities often interfere. She’s so busy that she frequently forgets to set her DVR, so Stephanie now watches via on-demand. She loves having the ability to pause and rewind whenever her young children or the phone interrupt her TV time. After watching three or four episodes, Stephanie saw an advertisement on Showtime announcing that the newest episode is available a few days early via on-demand. She now always catches the new episode a day or two early simply because “I can’t wait to see what happens next!”

Those who watch the show primarily live

These fans are the most ardent and they specifically make time in their schedule to watch Monday’s episode premieres. They are genuinely excited by the premieres and look forward to the building of anticipation before it’s time to watch a new episode. Participating in Tuesday morning “water cooler” conversations about the show is very important for this group. Platform switching is fairly common due to schedule conflicts and everyday interruptions.

Since Steve started part-time work after 25 years of working full-time, he’s had more time to spend with friends and family. “I’m doing my best to spend as much time as possible with the people I love. Fortunately, Nurse Jackie has become part of that.” Steve enjoyed the series as soon as he watched the first episode. He told a few friends, his wife and his grown daughter about the show. “For the second episode, three or four people came over and we watched the show together. It was great!” Every Monday the same group comes over to Steve’s house for their weekly viewing party. “We have some food, chat about the previous weekend and watch the show. I’m happy Nurse Jackie gives us another excuse to hang out!”

Those who watch the show primarily using a DVR

Similar to on-demand, DVR viewers care most about the convenience offered by this format. They are too busy to catch Monday-night episodes and probably wouldn’t be able to watch if they didn’t have a DVR. They also like that DVR enables them to watch the episodes in high-definition and that they are able to control how long they keep previous episodes on their hard-drive. Platform switching habits closely mirror those of on-demand viewers.

Kate and Dave have been married for 15 years and have developed similar tastes in TV shows. “We like shows that are intellectually engaging and different from the rest of the junk that clutters the airwaves,” says Kate. Despite this, their opposing schedules prevent them from frequently watching together. “I leave for work every day at 5:30 a.m., so I need to be in bed by 9 p.m.,” Dave says. “Meanwhile, Kate doesn’t even get home from work until around 8 p.m. We rarely have time to do anything together in the evenings, let alone catch our favorite shows when they air.” Without their DVR, the couple would have a hard time keeping up with Nurse Jackie. “Whenever we watch, it’s a special time for us. I always skip the Monday premiere because it’s important that we watch together. We have to make every moment count and our DVR helps us do that,” Dave says.

Opportunistic Timeshifters

These viewers jump between DVR and on-demand with ease. The power to watch whenever it is best for them combined with control of the viewing experience has led Opportunistic Timeshifters away from live viewing for most television programming. They feel like they have evolved beyond live viewing and are extremely content with how they watch the show.

Maria never knows when she’s going to get to watch the next episode. “The way things are with work and my family, it’s very hard for me to plan when I can catch the show.” For these reasons, she regularly switches between DVR and on-demand to get her weekly dose. “There’s only so much free time I have, so when I’m watching television I need to make sure that I’m only watching shows I care about. It’s so easy to just channel surf and really watch nothing.” She likes DVR and on-demand because it allows her to watch Nurse Jackie whenever she finds herself with a few free moments. “There are times when I find myself waiting at home and have 20 minutes or so of free time. I love that I can quickly flip on the DVR or on-demand station and use that time to see a bit of the show.”

Combination Viewers

More so than any other respondents, Combination Viewers care only about one thing - convenience. While primarily relying on the DVR, they also use on-demand and watch live when they can. No matter their choices, these viewers have a degree of loyalty to their preferred method of watching. Combination Viewers will use whatever method is most convenient that week. As long as they are able to watch the show, they will keep their preferences flexible.

Rachel is a stay-at-home mom with a five-year-old son, Sam. “Between taking him to school, looking after the house and shuttling between his after-school piano lessons and soccer practices, I’m really busy.” However, on most Mondays she’s able to watch Nurse Jackie during the premiere. “When my husband gets home from work, I kick my feet up a bit and let him handle Sam.” But some nights, Rachel is simply too exhausted to stay up to watch the show. “This last Monday I had to get up early for a doctor’s appointment, do the usual routine with Sam and spend the afternoon in jury duty. By 9:30 p.m., I was ready to pass out.” On nights like these, Rachel depends on her DVR or on-demand to keep up with the show. “Monday nights are fun, but if I’m just too tired I know I can always switch to DVR or on-demand - they are lifesavers for busy moms!”

Go beyond

The research helped Showtime go beyond quantitative metrics and develop detailed personas to more fully understand its viewership. The five personas are known throughout the Showtime research group and provide the team with fun and accurate representations of their audience to refer back to.

In the end, these personas provided Showtime with detailed emotional hot buttons for the refinement of its on-demand communications. Moreover, the personas will help inform Showtime’s future online platform endeavors and understand the evolving needs of key viewership segments.