Feb 13, 2025
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Insights
Cupid Shoots His Arrows All Year Long
Every Valentine’s Day, both streaming platforms and audiences reinforce the idea that this is the perfect time to enjoy romantic content. However, BB Media’s analysis of the U.S. market reveals that love in entertainment is not confined to February.
How Popular Was Romance Content Last Year?
BB Media data shows that in February 2024, the most popular genres were thriller (24%) – led by titles such as The Beekeeper and Argylle – and science fiction (23%) – with releases like ECHO and Madame Web -, while romance accounted for just 2% of the total popularity scores across all content. Despite the strong association between February and love, audiences in the U.S. leaned toward suspenseful and thrilling stories during last year’s Valentine’s season.
When analyzing the overall popularity of romance content throughout 2024, its distribution shows an irregular evolution across the months. The most popular month for the genre was September, while March had the lowest performance. Despite slight fluctuations in some months, there is no clear pattern linking romance to a specific period of the year.Furthermore, the analysis reveals a gradual decline in romance content viewership. Over the past two years, engagement with the genre has dropped from 38.7% in Q2 2022 to 33.9% in Q2 2024. This suggests that beyond popularity rankings, audience interest in romance as a preferred genre is also waning.
Is Cupid Dying? The Evolution of Romance Content in the last decade
To assess the evolution of romance releases over the past decade, the study analyzed two key indicators: the distribution of romance content across months and its proportion relative to all industry releases.The analysis reveals that, historically, January has been the month with the highest concentration of romance releases, with notable peaks in several years. However, since 2021, a decline in romance-focused releases has been observed, not only in absolute terms but also in relative terms when comparing romance releases to those of other genres. This suggests a trend where romantic stories are increasingly integrated into hybrid narratives rather than being produced as a standalone genre.
The peaks observed in December and January could indicate a strategy by platforms and studios to ensure that romantic content is available ahead of February, aligning with the demand traditionally associated with Valentine’s Day. This opens the door to the possibility of conducting similar analyses for other key seasons of the year, such as Christmas, a period when themed content tends to have a strong presence in programming.
Romance Content Is Losing Ground, but It Hasn’t Disappeared
Even though data shows that February is not the peak month for romance in terms of popularity or release strategy, it remains an ideal time to enjoy great love stories. Whether on Valentine’s Day or any other time of the year, streaming platforms continue to offer titles that move, inspire, and celebrate love in all its forms.
That’s why BB Media has curated a selection of five standout romance-tagged films of 2024, according to our HITS service:
It Ends with Us (2024)
The Idea of You (2024)
We Live in Time (2024)
A Family Affair (2024)
Mother of the Bride (2024)
No matter what month, these films remind us that love stories, either dramatic or comedic, are always worth watching.
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