Unraveling the Long Tail Phenomenon. An Investigation into Netflix Series Consumption Patterns

Authors

Maurizio Naldi
Maria SS. Assunta University of Rome image/svg+xml
Paolo Fantozzi
Maria SS. Assunta University of Rome image/svg+xml
Paola Dalla Torre
Maria SS. Assunta University of Rome image/svg+xml

Synopsis

This study investigates content consumption patterns on Netflix through the lens of the long tail phenomenon, the Pareto principle, and concentration indices. Using Netflix’s public Engagement Report data from January to June 2023, encompassing 18,214 TV series, we analyze viewer behavior to explore the distribution of viewing times and their implications for content strategy and platform economics. The findings reveal a highly skewed distribution where the top 20% of series account for 85.6% of total viewing time, confirming an extreme Pareto distribution. However, a very low Hirschman-Herfindahl Index (HHI = 0.0007855) suggests a fragmented consumption landscape. We further discuss how licensed content, original productions, and branding influence viewer engagement and the broader implications for Netflix’s bundle-based business model.

Author Biographies

Maurizio Naldi, Maria SS. Assunta University of Rome

Maurizio Naldi graduated in Electronic Engineering (magna cum laude) at the University of Palermo and earned his PhD in Telecommunications Engineering and Microelectronics at the University of Rome Tor Vergata in 1998. He is currently a Full Professor of Computer Science at LUMSA University in Rome. Prior to this appointment, he was an Associate Professor of Computer Science at the University of Rome Tor Vergata. He is Co-Editor of the Electronic Commerce Research and Applications journal (Elsevier) and was the General Chair for the 2019 edition of the Annual Privacy Forum and Co-Chair for the 2020 edition, as well as Chair of the 2021 and 2024 editions of the IEEE International Conference on the Economics of Grids, Cloud, Systems and Services (GECON). His present research interests include network economics, cyber-risk analysis, data protection, and machine learning.

Paolo Fantozzi, Maria SS. Assunta University of Rome

Paolo Fantozzi is an Assistant Professor at LUMSA, where he is in charge of the courses “Algorithms and Data Structures”, “Databases and Big Data”, and “Data and Social Network Analysis”. His research interests are Machine Learning, Artificial Intelligence, Natural Language Processing, Efficient Algorithms on Graphs and Hypergraphs and Theoretical Computer Science.

Paola Dalla Torre, Maria SS. Assunta University of Rome

Paola Dalla Torre is an Associate Professor of Film and Television at LUMSA in Rome. Her research has developed along some main lines: the study of contemporary cinema in its ethical and philosophical implications; the analysis of the science fiction genre in the contemporary world; and recently the analysis of television series through a quantitative methodology.

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Published

December 5, 2025

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Naldi, M., Fantozzi, P., & Dalla Torre, P. (2025). Unraveling the Long Tail Phenomenon. An Investigation into Netflix Series Consumption Patterns. In P. Brembilla, M. Cucco, & C. Meir (Eds.), The Matter of Intellectual Property: Studying the Economic, Political and Cultural Nodes of the Contemporary Media Industries. 15th Media Mutations International Conference (pp. 63-82). Media Mutations Publishing. https://doi.org/10.21428/93b7ef64.7b2b721c