The Medill Spiegel Research Center’s work on streaming and audience behavior took the international stage this month as Sanchary Pal, Research Associate, presented “Watching Together: Uncovering the Value of Co-viewing in Streaming” at the International Communication Association’s 2026 conference in Cape Town. The research was co-authored with Larry DeGaris, Executive Director, Medill Spiegel Research Center, Northwestern University, and Ed Malthouse, Erastus Otis Haven Professor and Research Director of Spiegel Research Center.
The presentation explored a question that is increasingly important in today’s streaming landscape: Does co-viewing, watching streaming content together, help explain why certain types of content are associated with more SVOD subscriptions?
Using a nationally representative DASH survey of almost 10,000 U.S. households collected by NORC, the study found that co-viewing consistently links genre viewing to subscription counts across all 18 genres examined. However, the strength of that link varies considerably by genre, suggesting that some content depends much more on shared viewing experiences than others.
The study also found that household size plays a role, with the effect being strongest among mid-sized households.
The presentation highlighted the growing body of research emerging from the Medill Spiegel Research Center on streaming, audience behavior and the evolving ways consumers engage with media.