Netflix research shows what, where and why Aussies are watching TV

Chess-set sales skyrocketed after the release of <I>The Queen's Gambit</I>.

Chess-set sales skyrocketed after the release of The Queen's Gambit. Photo: Getty / TND

In a research study looking at how Australians consume their favourite TV shows and films, streaming giant Netflix has revealed some startling observations, including the lengths fanatics will go to to watch.

From a sample group of 1003 men and women aged from just 13 to 60, Netflix partnered with YouGov to conduct an online survey in July, asking them everything from whether they identify as a fanatic, whether they binge watch and how many hours a month they are in the zone.

Importantly, it appears that 49 per cent of Aussies admitted they had watched Netflix under unusual circumstances, and understandably, it’s in the office, at a party, on a date, at a funeral or while having sex.

But hang on – on the toilet?

A whopping 21 per cent of the survey group – extrapolate that to 2.8 million Aussies – admitted to watching Netflix on the dunny, with Gen Z more likely than older generations to admit they do it.

Introducing a new word thanks to Netflix, people, “Tudunny”, the combination of the familiar “Tudum” sound that plays at the beginning of a Netflix title with “dunny”, the quintessential Aussie slang for toilet.

The research also found almost 700,000 viewers said they called in sick to work in order to catch up on the latest episode of their favourite show, and nine out of 10 viewers said they nailed a TV series or movie marathon on Netflix in a single day.

And the most common Netflix series in our top three?

Younger generations watched Stranger Things, women were more likely to watch Addams Family spin-off Wednesday starring Jenna Ortega, while men loved to watch the antics of a mutated monster hunter in The Witcher.

“The results revealed that Aussies spend approximately 29.4 days per year streaming content … binge-watching remains a significant part of viewing habits, with 92 per cent of Netflix members having completed a TV or movie marathon lasting longer than two hours,” Netflix stated.

The ultimate in connecting research with culture: There’s an actual Tudunny pop-up giving fandom a truly immersive experience with fully functional toilets, modelled after Emily in Paris, Heartbreak High and Squid Game. Photo: Netflix

The fandom

The survey also wanted to work out the strength of fan communities – otherwise known as fandoms — that have grown around specific films and TV series.

Based on the survey results, Aussies “are deeply involved in fandoms”, with 29 per cent identified as “fanatics”, with 54 per cent male, 51 per cent Millennials and 40 per cent living in New South Wales.

And, 73 per cent have done or have taken part in something related to their favourite show.

Think The Queen’s Gambit starring Anya Taylor-Joy – chessboard sales skyrocketed after the series aired.

Decades-old songs shot up to No.1 – that would be Running Up that Hill by Kate Bush for Stranger Things.

Regency-era fashion is having a major revival? That’s easy. Bridgerton.

“These stories have united people globally through their shared passion for the characters, fashion, locations, music and other aspects, turning them into pop culture moments,” Netflix said.

Fandoms are proving to have a positive impact not only on wider culture but also within their communities, according to the survey’s conclusions, with 76 per cent believing that being part of a fandom can improve mental health, and 82 per cent agree that it fosters a sense of belonging.

Photo: Netflix

Meanwhile, rewatching a TV show or film on Netflix is also a habit, with 87 per cent of viewers (nine in 10 Australians) saying they have felt compelled to relive the magic with their favourite biopic, documentary series or action thriller as (among other reasons) it helps them “to escape the stress of current world events (politics, social issues)”.

The franchise fandom also features in the survey results.

They were most likely to list Harry Potter (30 per cent), Marvel Universe (28 per cent ) and Game of Thrones (26 per cent) in their top three, followed by Star Wars, Lord of The Rings and Friends.

One conclusion out of the 1000-person survey?

Gen Zers (average age 26) – who grew up in the era of the iPhone, were shaped by the 2008 recession and the COVID-19 pandemic – watch a lot of Stranger Things on the loo.

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