Family members may have a tradition to watch a certain TV show but no longer reside in the same country. For example, friends may support the same sports team but live in different towns. While the pandemic removed the ability to be together to the extreme, there are still other factors that will make this a challenge in the future. This is especially true for live sports but also for things like movies and reality shows. This behavior may have shifted slightly over recent years as more people consume content on their own personal device, but many types of videos are still best viewed together. TV is social but you can’t always be together This is not the case with social watching. As such, it is safe to assume that it will only really be removed if the cost or complexity of keeping it is not sustainable. Once a feature becomes a mainstay on popular SVOD services, it is very difficult to remove it without backpedaling. Meanwhile, Netflix’s Teleparty synchronizes video playback and adds group chats to a number of popular video services, including their own platform as well as Disney Plus, Hulu, HBO Max, and Amazon Prime. For example, Amazon introduced its ‘Watch Party’ offering, which is included in the subscription for US viewers. Considering that many of these are major SVOD services, it is clear that this has become an important feature. According to the Diffusion Group (TDG), there are more than a dozen services that offer some form of co-watching, most of which launched in 2020. Over the past couple of years, several key industry players have rolled out social watching functionalities. Is there a place for this new way of consuming content beyond covid? We think so, and in this blog post, we will outline five reasons why. One standout feature that has emerged is social watching, enabling consumers to watch with friends and family at a time when they were unable to get together. The global pandemic drastically changed video consumption habits almost overnight.
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