Taylor vs. Serrano III | Timezone Exposure Analysis

The Same Moment, Two Realities

When the Main Event Hits at 11:00 PM ET

The main card starts. On the East Coast, it's late. On the West Coast, prime time is just heating up. A national average masks both stories.

Winding Down

11 PM

Eastern Time

Bars closing in 45-60 min

Casual viewers already left

Engagement declining 35%+ from peak

Only dedicated fight fans remain

Peak Hours

8 PM

Pacific Time

Venues at peak capacity

Dinner crowds transitioning to event

Engagement climbing to peak

Full casual + dedicated audience

Person-Minutes Per Minute by Time Zone

Indexed engagement (100 = timezone peak) across event duration. Each timezone tells a locally logical story.

Eastern (ET)

Central (CT)

Mountain (MT)

Pacific (PT)

+3h

Pacific Time venues were still watching the fight at peak viewership 3 hours after Eastern Time audiences had left.

Netflix's content reached engaged OOH audiences well past midnight ET because it was still prime time on the West Coast. A national-level viewership report would have understated the true out-of-home reach of the event by collapsing these two realities into one declining line.

Eastern Time viewership dropped 65% from peak to main event. Pacific stayed within 4% of peak.

Half the country was still actively watching at full capacity. For VideoAmp's cross-media reporting, this is the difference between telling Netflix "your OOH audience declined" and "your content sustained peak viewership across three hours of prime time in the western half of the U.S."

Venue-Level Viewership

Why Bars Kept Watching While Restaurants Closed

Venue type determines content viewership patterns. Activated venues (confirmed showing the fight) held audiences through the main event. The broader set of all measured venues followed normal closing patterns. Both are accurate. Both need to be reported separately.

ET: Audience Retention by Venue Type

Eastern Time venues after 10 PM local

PT: Audience Retention by Venue Type

Pacific Time venues after 7 PM local

Bars and restaurants showing the Netflix fight retained viewers at 2x the rate of general commercial venues at the same hour.

At 11 PM ET, dedicated watch venues still had 65% of their peak audience actively viewing. General venues were down to 38%. For Netflix, this means the fight was holding dedicated OOH audiences even as casual foot traffic thinned. For VideoAmp, it validates that venue-type segmentation is essential to accurate content viewership reporting.

Activated venues skew 3x toward bars and pubs compared to all measured venues.

This composition difference explains why the two venue sets show different viewership curves. It's not a measurement error. It's different audiences in different environments watching the same content. Placecast Select separates the signal from the noise so VideoAmp can report accurate out-of-home viewership to Netflix.

POI Composition: Activated vs. All Measured Venues

Activated venues skew 3x toward bars and pubs. Different compositions produce different engagement profiles, both consistent with venue type.

Why This Matters for Content Viewership

A national average would have told Netflix their OOH audience was declining. In reality, the audience was behaving exactly as you'd expect: East Coast patrons went home because it was past midnight. West Coast patrons stayed because it was still prime time. The viewership was real, sustained, and fully explainable. You just have to know your audience, and respect their bedtimes.

Content Viewership by Venue Type

Where Netflix's Audience Was Actually Watching

The venues showing Taylor vs. Serrano are Netflix's OOH distribution channel. Timezone-aware measurement reveals where the content was reaching peak audiences and where viewership was naturally tapering with local closing times.

Sports Bars (PT)

8 PM LocalPeak Viewership

Retention92%

Restaurants (PT)

8 PM LocalHigh Viewership

Retention76%

Sports Bars (ET)

11 PM LocalDedicated Fans

Retention58%

Restaurants (ET)

11 PM LocalClosing

Retention24%

Netflix content reached sustained OOH audiences across 6 time zones. National reporting would have missed half the story.

For VideoAmp's cross-media reporting, this changes the narrative entirely. Instead of "OOH viewership declined during the main event," the accurate report is: "Netflix's live event sustained peak out-of-home viewership across the western U.S. through the final bell, while eastern venues followed expected local closing patterns." That's the story Netflix and their venue customers need to see.

The Punchline

No other OOH measurement provider has demonstrated the ability to decompose a live event into 266 viewing conditions across 6 time zones within 48 hours. This is the resolution that cross-media content viewership measurement demands. VideoAmp & Motionworks delivered it. Netflix benefited.

This Is Not a One-Off Study

Motionworks produces this level of analysis on a daily basis across active OOH campaigns, with a consistent 48-hour latency from event to deliverable. Taylor vs. Serrano is one example of an operational capability that runs continuously for VideoAmp's cross-media measurement pipeline.

Revenue Impact Model

What Netflix Content Viewership Means for Venue Economics

Netflix live events drive extended dwell time at venues showing the fight. This calculator models the incremental revenue generated when content keeps patrons engaged beyond normal hours. Adjust the assumptions to fit your market.

Adjust Assumptions

Average Spend per Patron per Hour

Average Venue Capacity (patrons)

Venues Showing the Fight

ET: Extra Retention vs. Non-Event Night (hours)

PT: Extra Retention vs. Non-Event Night (hours)

Avg. Retention Rate During Extended Hours

Retention rate represents the share of peak capacity still present during the extended viewing period. Fight-night data showed 58-92% depending on timezone and venue type.

Eastern Time Venue

$1,440

incremental revenue per venue

Pacific Time Venue

$2,880

incremental revenue per venue

Total Estimated Incremental Revenue Across All Venues

$10.8M

generated by Netflix content keeping patrons at venues longer

Audience Intelligence

Who's Watching, Where

Each timezone tells a different audience story. Click a zone to explore the demographics and consumer profiles that define viewership behavior at that local hour.