According to analysis by Digital i, crime drama has emerged as the most powerful genre driving viewers from YouTube to paid streaming platforms when watching on TV sets.
The research examined viewing data across 20 markets and major SVOD services including Netflix, HBO Max, Disney+ and Prime Video.
While crime drama typically accounts for around 9% of total streams, its share rises to 11% in SVOD viewing sessions that begin immediately after a YouTube session on TV. This indicates that viewers are more than 22% more likely to choose a crime series after watching YouTube on a connected television.
Similar patterns were observed for other narrative-driven genres such as mystery drama, history drama and crime documentaries, all of which show higher switching rates. By contrast, animation comedy, despite performing strongly in overall SVOD viewing, does not tend to drive audiences away from YouTube sessions.
The findings highlight the strategic importance of premium, story-driven content, suggesting that high-quality narrative genres play a crucial role in moving viewers from free YouTube viewing toward paid streaming experiences.
