It’s clear that Valentine’s Day serves as a major promotional moment for romance content on streaming platforms, but data suggests that love stories are no longer confined to February.
Streaming giants have recognized that audiences engage with romance content throughout the year, leading to a shift in release strategies and content programming. While Valentine’s Day offers a natural marketing hook, platforms are ensuring a steady flow of romantic films and series across all seasons.
Surprisingly, romance was not among the most dominant genres in February 2024. According to BB Media’s HITS data, thriller and science fiction topped the charts, with romance content accounting for only 2 percent of total popularity scores. This challenges the assumption that February is the peak season for romance consumption, revealing that audiences lean more towards action-packed and suspenseful narratives during this time. Despite Valentine’s Day promotions, the demand for romantic films and series does not necessarily surge during this period.
The overall trend of romance consumption throughout 2024 also shows an irregular distribution, with September emerging as the strongest month for the genre, while March saw the lowest engagement. Rather than being tied to a particular season, romance content appears to fluctuate based on individual title releases and marketing campaigns rather than a consistent annual pattern. Furthermore, BB Media’s long-term data indicates a slow but steady decline in romance consumption, dropping from 38.7 percent in Q2 2022 to 33.9 percent in Q2 2024. This suggests that while romance remains relevant, it is losing its dominance as a go-to genre for audiences.
Looking at the last decade, the study highlights key shifts in the way romance content is released. Historically, January has seen the highest concentration of romance debuts, likely as a way to build anticipation leading into Valentine’s season. However, since 2021, there has been a noticeable decline in the number of romance-centric releases, both in absolute numbers and as a proportion of overall industry output. One key reason for this is the increasing trend of blending romance with other genres rather than producing standalone romantic films. Romance is now more often woven into narratives that include elements of drama, comedy, or fantasy, making it less of a distinct category on its own.
The presence of romance peaks in December and January further suggests that platforms and studios strategically release love stories ahead of February, ensuring a fresh selection for Valentine’s Day. This pattern mirrors that of holiday-themed content, which typically sees an influx ahead of Christmas. The strategy indicates that while romance might not dominate in February itself, the industry still recognizes the commercial value of having fresh love stories available around this time.
Despite the evolving trends and the declining dominance of pure romance content, streaming platforms continue to highlight romantic narratives throughout the year. Valentine’s Day may no longer be the ultimate driver for romance content, but it remains a key moment for promoting heartfelt stories. Whether it’s through big-budget adaptations, star-studded dramas, or romantic comedies, the genre continues to thrive in different forms.
To showcase the enduring appeal of romance, BB Media has selected five standout romance-tagged films from 2024:
It Ends with Us (2024)
The Idea of You (2024)
We Live in Time (2024)
A Family Affair (2024)
Mother of the Bride (2024)
These films serve as a reminder that while Valentine’s Day may amplify romance content, love stories remain a fundamental part of the streaming landscape. Whether audiences are drawn to deep emotional dramas or lighthearted rom-coms, romance continues to be a genre that resonates beyond a single season.
Baburajan Kizhakedath
