Comedy for breakfast, drama over lunch Streaming service Netflix looks at data to see what people are watching when

STREAMING services have revolutionized mass content viewing by introducing the concept of “bingeing” or the practice of watching several episodes (even full seasons) of shows in one sitting, rather than waiting a week to see the next episode as one does with regular television. Now that viewers have control of when they can watch whatever they want to watch, global streaming giant Netflix conducted a study to see just what people are choosing to enjoy.

“In a world where news is stranger than fiction, [viewers] are having comedy for breakfast,” said a recent company release.

The study — conducted in 22 countries globally (including the Philippines) and based on six months of Netflix streaming data — revealed several viewer quirks including a preference for comedy shows over the morning news.

At 7 a.m., comedies see a viewership increase of 34% worldwide as Netflix users tune in to programs like Jane the Virgin, Fuller House, and Unbreakable Kimmy Schmidt.

Drama reigns supreme over lunch with 47% of global viewer from noon to 2 p.m. opting for shows like Narcos, House of Cards, and Sherlock.

This is especially true in Brazil where Netflix subscribers are 25% more likely to watch The Vampire Diaries and the like over lunch than the rest of the world.

Meanwhile, people are excelling in time management by squeezing a binge session in during the journey to and from work.

In India in particular, 82% of viewers are found to most likely be streaming shows like Suits and Orange is the New Black at 9 a.m. and again at 5 p.m. when they are going to and coming home from work.

Peak streaming for Filipino viewers is at 9 p.m., and even later — 10 p.m. — for viewers in Singapore, South Korea, and Malaysia.

Thrillers own the night, with shows like Breaking Bad and Stranger Things devoured in evenings as the genre sees a 27% jump in global viewing once 9 p.m. rolls in.

Fifteen percent of streaming happens between midnight and 6 a.m., rising as high as 21% in Japan and South Korea. Those who watch Netflix shows in the wee hours tend to watch documentaries, with the streaming service recording a global viewership increase of 24% for shows such as Chef ’s Table, Making a Murderer, and Planet Earth.

“For years our lives had to fit around television, now it’s the other way around,” said Cindy Holland, VP for original content, in a company statement.

“We’ve given customers control and it’s interesting to see the behaviors that emerge when viewers aren’t stuck to a schedule. And even more so to see that these patterns are replicated the world over,” she added.