YouGov Behavioral: The Comedy Report - Audience Demand, Motivations and Demographics

YouGov Behavioral - The Comedy Report - In-Depth Analysis of Audience Demand, Motivations and Demographics (US & UK)

Leveraging YouGov Behavioral’s insights into media consumption and online search & social, this report explores top-performing Comedy content on streaming platforms, as well as public interest trends and drivers of appeal and ongoing engagement. The report also provides a deep dive into the demographics and psychographics of audiences for specific comedy titles, as well as those who consume a high volume of comedy on SVOD.

Key Findings Include:

• Conversation indicates the majority of long-running comedies in this report are strong drivers of subscriptions and audience retention.
  • Viewers subscribe and cancel based on specific comedy availability, often following shows across platforms.
• YouGov Behavioral data shows that individuals who frequently watch comedies reported lower instances of “Excellent” mental health and higher instances of “Poor” mental health.
  • Commenters frequently mention watching/binging comedies when they’re depressed or dealing with significant stress and/or anxiety - with additional specific mentions of watching comedies when going through recovery, transitional or grieving periods.
• YouGov Behavioral data shows that individuals in the US who watch large amounts of comedy are more likely to be neurodivergent, Single, LGBTQIA+ and/or diagnosed with various mental health conditions.
• Nostalgia is a strong driver of re-engagement. Online conversation indicates that a high volume of regular comedy bingers initially became fans of their choice sitcoms during childhood or adolescence.
• Comments show that viewers may stop binging their comfort comedies if storylines or real-life events interfere with the emotional safety of the show.
• Online conversation reveals that comedies strongly contribute to bonding, with shows frequently facilitating co-viewing and providing common ground over which to connect.
• Conversation analysis across comedies show Relatability & Representation strongly contribute to interest, appeal and ongoing investment in series.