The BBC is very pleased with the January figures for iPlayer, with record requests at 328m across the month, and much is made of the pull of drama and box sets.
But the figures show that audiences who use iPlayer to catch-up are no more likely to stay with a drama series than those who watch on live tv. 3,356,000 requests were made to watch the first episode of McMafia. Some will have done that, and then followed the rest of the series on broadcast tv; but by the time you get to episode 5, the iPlayer requests fall to 1,171,000.
Episode 1 of Hard Sun got 2,191,000 requests; by the end of the month, episode 3 had fallen to 1,163,000. Episode 1 of the latest series of Silent Witness, in itself a two parter, was watched by 2,261,000 via the iPlayer; episode 2 got 1,113,000 requests.
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