Key Takeaways

• On January 10, 2021, Forbes published the top five (5) strong women-centric streamer's content on Netflix, including Bridgerton, The Queen’s Gambit, Fate: The Winx Saga, Dead To Me, and Firefly Lane.
• In January 2021, Forbes indicated that the series achieved historic 82 million viewership numbers, exponentially outpacing the biggest shows on linear television.
• In the series' full week of streaming, Forbes reports that Bridgerton amassed 251.74 million viewed hours between March 28 and April 3, landing in the top ten rankings of 93 countries globally.
• According to an April 2022 report by Insider Intelligence, M-commerce's share in the US to almost double total retail sales by 2024 and 2025 to reach $620.97 billion and $728.28 billion respectively, compared to 2020 figures.
• Reports from Statista show that in 2022, mobile retail e-commerce sales will outpass $430 billion in the United States, and an expected to register a CAGR of 27% by 2021-2026.
• In the second quarter of 2021, Statista reported that about 40% of males are likely and highly likely to shop via a retail mobile app, while around 35% of female shoppers were less inclined.

Introduction

A- Viewership Details for Women-centric Contents

• On January 10, 2021, Forbes published the top five (5) strong women-centric streamer's content on Netflix.
• These encapsulated Bridgerton, The Queen’s Gambit, Fate: The Winx Saga, Dead To Me, and Firefly Lane.
• According to Netflix's terminology, "a "view" consists of a member account watching 70 percent of one episode of a series or 70 percent of a feature film."

1. Bridgerton

•  Bridgerton is an eight-episode Nextflix Series with Phoebe Dynevor playing the role of Daphne Bridgerton.
• Drawing inspiration from Julia Quinn's bestselling novels, the series stars Adjoa Andoh, Julie Andrews, and Lorraine Ashbourne, telling the story of "eight close-knit siblings of the Bridgerton family" seeking love and happiness in London's high society.
• In January 2021, Forbes indicated that the series achieved historic 82 million viewership numbers, exponentially outpacing the biggest shows on linear television.
• In the series' full week of streaming, Forbes reports that Bridgerton amassed 251.74 million viewed hours between March 28 and April 3, landing in the top ten rankings of 93 countries globally.
• "As far as the other popular television shows, Bridgerton still rules with 1.061 billion minutes viewed of some or all of the show’s eight episodes," said Forbes in February 2021.

 

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2. The Queen’s Gambit

•  The Queen's Gambit is a seven-episode series that premiered in 2020 on Nextflix.
• This one-season series starring Anya Taylor-Joy (as Beth Harmon), Bill Camp, and Marielle Heller, is set in a 1950 orphanage where a young girl rises against all odds to embark on an astounding journey to chess game stardom.
• In November 2020, Forbes reported that the series raked 62 million views in its first 28 days since its October 23rd, 2020 debut to become the network's most successful scripted series.
• The mini-series counted among the top ten in 92 countries globally, achieving number one ranking status in 63 countries, including Argentina, the United Kingdom, and South Africa.

 

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3. Fate: The Winx Saga

•  The Fate: The Winx Saga is a six-episode mini-series that tells the story of a band's tough, take-charge on a mission to explore the power of female friendships, starring Abigail Cowen, Hannah Van Der Westhuysen, and Precious Mustapha.
• "Determined to master their enchanting powers, a group of teens navigates rivalry, romance, and supernatural studies at Alfea, a magical boarding school."
• According to Forbes in February 2021, Fate: The Winx Saga managed to achieve up to 670 million minutes for its January 22-24 streaming weekend alone, translating into 2.22 million households.
• In April 2021, EW reported that the series raked 57 million household views.

 

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4. Dead To Me

•  Dead To Me is a two-season, 20-episode dark comedy series that tells the tale of a "hotheaded widow searching for the hit-and-run driver who mowed down her husband befriends an eccentric optimist who isn't quite what she seems."
• The series stars Christina Applegate as Jen, Linda Cardellini as Judy, and James Marsden.
• According to The Hollywood Reporter in July 2019, the series raked 30 million views by households in its first released month worldwide. This is confirmed by multiple publications including Meaww, and Cnet.

 

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5. Firefly Lane

•  Firefly Lane is an American TV show starring Katherine Heigl, Sarah Chalke, and Ben Lawson.
• The ten-episode show released in 2021, details the story where "best friends Tully and Kate support each other through good times and bad with an unbreakable bond that carries them from their teens to their 40s."
• According to Forbes, the show topped Nielsen’s SVOD ratings, registering 1.308 billion minutes viewed in its first week of February 2021, translating into about 26.2 million viewings.

 

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B- Information on US M-Commerce Retail Industry

• In April 2022, Insider Intelligence projects M-commerce share in the US to almost double total retail sales by 2024 and 2025 to reach $620.97 billion and $728.28 billion respectively, compared to 2020 figures.
• Reports from Statista show that in 2022, mobile retail e-commerce sales will outpass $430 billion in the United States, and an expected to register a CAGR of 27% by 2021-2026.
• This growth is expected to account for 44.2% of M-commerce retail sales. In 2021, M-commerce retail sales in the US surged to $359.32 billion, witnessing a 15.2% growth from 2020.
• M-commerce volume in the US is forecast to rise to $553.28 billion through 2024 from $128.4 billion in 2019.
• Key industry drivers of projections include Apple, Google Pay, and Amazon Pay.
• According to reports from Statista in 2021, with over 290 million US smartphone users, analysts forecast M-commerce sales to rise from $268.21 billion in 2020 to $432.24 billion in 2022.
• Forbes cites eMarketer estimates in 2021 that about 73% of e-commerce sales will be completed through mobile phones.

 

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• For M-commerce there are three different types, including mobile shopping, mobile banking, and mobile app payments.
• Based on gender, reports show that women are more likely to carry out product research and purchases with their smartphones than men. 2015 statistics showed that women (66.5%) overtook men (33.5%) in terms of completed M-commerce transactions, compared to 2013
• According to Business Insider "of US women who use mobile devices, 63% have done research on their smartphones and tablets before purchasing online, whereas only 52% of men have done so, and they are also more likely than men are to look up store locations on mobile devices."
• In the second quarter of 2021, Statista reported that about 40% of males are likely and highly likely to shop via a retail mobile app, while around 35% of female shoppers were less inclined.

 

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Research Strategy