Sky Research Re-Watchability for New Buy & Keep Service


New research out today reveals that modern day distractions, such as buzzing smartphones and social media, are transforming the way in which we watch films at home. The study showed that more than one in four (27%) Brits have to re-watch films up to 10 times to fully appreciate them in all their glory.

The study commissioned by Sky Store Buy & Keep, a service which lets you download an HD movie straight to your TV to keep, with the added bonus of receiving a DVD copy in the post, reveals the main reasons people don’t understand a film by the time the credits roll are: mobile multi-tasking (29%), checking emails (21%) and social media temptation (19%). Chattering partners asking questions about the film is also a top frustration, stopping 39% of people polled from concentrating properly.

Two thirds (65%) of the UK revealed that they forget parts of a film post-watching with 24% saying it takes them a mere 24 hours to do so due to distractions. 35% even admitted to fibbing when asked if they understood a complex film. Over half of Brits (51%) regularly say they turn to sites like IMDB or Wikipedia to unravel complicated storylines. 39% dubbed Sci-Fi as the most complex genre of film, with thrillers (18%) and Indie films (17%) coming in close behind.

Consumer Psychologist, Dr Dimitrios Tsivrikos, University College London says: “With so much modern technology to distract us it’s no great surprise that when it comes to relaxing and watching a film, we struggle to switch off and concentrate on the plot. There is only so much detail and drama the human brain can handle in one sitting, meaning attention levels will dip during the duration of a film and we may need to re-watch it a number of times to fully understand and appreciate it. That’s why download-to-own services like Sky Store Buy & Keep can be so handy.

When it comes to film classics and family-favourites, 72% of the UK enjoys re-watching a beloved film time and time again. Even when they know how a film ends, the average Brit will eagerly watch their favourite film an impressive 29 times in their lifetime.

The top reasons for re-watching favourite films are:

  • Noticing new things with every viewing (63%)
  • Hankering after that nostalgic feeling (49%)
  • Cheering the viewer up (48%)
  • Introducing loved ones to favourite films (29%)
  • Giving a pick-me-up after a bad day at work (21%)

To help Brits enjoy movies even more, Sky Store enlisted film expert, Alex Zane, to recommend how many times the UK’s most re-watchable films should be revisited, for the ultimate viewing experience. Alex comments: “I love re-watching films, whether it’s for a nostalgia hit, or to try and get my head around an intriguing or complicated plotline. I find you notice so many new and different things each time you watch films. That’s why I’ve teamed up with Sky Store to create the ultimate re-watchability film guide. Here we say goodbye to the traditional star rating and hello to the re-watchability rating, looking at how many times you should watch a film to truly grasp the plot, connect with characters, experience every emotion, laugh at every joke and appreciate the craftsmanship that goes into making pieces of cinematic history.

Nicola Bamford, Director of Sky Store, says: “As the research has uncovered, we’re avid film watchers who like to watch on repeat. Sky Store Buy & Keep gives movie buffs the ultimate service to watch and enjoy films as many times as they want – whether they’re looking to re-visit a classic like Back to the Future or want to dissect the action in Fight Club. Film lovers can download a digital copy of the film straight to their Sky+ HD box without leaving the sofa and get the DVD copy in the post shortly after.”

Alex Zane’s Re-watchability Ratings for the UK’s top 10 must re-watch films

  1. Fight Club – Re-watchability Rating: 10
  2. Inception –  Re-watchability Rating: 9
  3. The Bourne Trilogy – Re-watchability Rating: 8
  4. Gladiator – Re-watchability Rating: 8
  5. Alien – Re-watchability Rating: 7
  6. The Usual Suspects – Re-watchability Rating: 7
  7. Black Swan – Re-watchability Rating: 6
  8. The Lord of the Rings Trilogy – Re-watchability Rating: 5
  9. 2001: A Space Odyssey – Re-watchability Rating: 5
  10. Donnie Darko – Re-watchability Rating: 4


The UK’s top 10 most regularly re-watched films (according to research)

  1. Indiana Jones: Raiders of the Lost Ark
  2. Star Wars
  3. Back to the Future
  4. Home Alone
  5. E.T.
  6. Jaws
  7. Jurassic Park
  8. Independence Day
  9. Titanic
  10. Alien
About Bat 8023 Articles
I love practical effects, stop-motion animation and gore, but most of all I love a good story! I adore B-movies and exploitation films in many of their guises and also have a soft spot for creature features. I review a wide range of media including movies, TV series, books and videogames. I'm a massive fan of author Hunter S. Thompson and I enjoy various genre of videogames with Kingdom Hearts and Harvest Moon two of my all time favs. Currently playing: The Witcher 3: Wild Hunt, Yakuza Zero and Webbed.

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