Binge-watching TV has become the new norm, and marketers are crafting their campaigns accordingly. Here are the three most important things marketers need to know about this dedicated—and probably sleep-deprived—audience.

Who’s Binge-Watching?

If you’ve ever seen the message, “Are you still watching?” chances are, you’re a binge-watcher.

Deloitte defines binge-watching as viewing at least three episodes of a show in a single sitting. According to its annual Digital Democracy Survey, 70 percent of US consumers do just that, led by those between the ages of 14 and 25.

It turns out that settling in to binge is a pastime enjoyed across generations. While 36 percent of millennials confess to binge watching at least once a week, 35 percent of all other generations do the same, with the exception of mature audiences over the age of 69.

Marketers are still adapting to this viewing behavior, so additional data is required to understand a target audience. For example, an ad impression has traditionally been counted in the same way as TV and PC—that is, by the screen.

The problem with this method is that it doesn’t account for those who watch streaming TV together. Nielsen has expanded its Subscription Video On Demand (SVOD) Content Ratings service to include more insights into how this content performs at the episode and season level.

Watch Now, Or Binge Later? Audiences Say “Both”

Nearly half of US consumers subscribe to a streaming media service, but not all binge-worthy shows are the same. For example, some shows are released all at once, while others are spread out like traditional TV programming.

After a healthy dose of marketing, Hulu released a new episode of The Handmaid’s Tale each Wednesday and observed that, on average, 66 percent of viewers watched each installment within the first three days of availability.

Those who started The Handmaid’s Tale after the release of the season finale worked hard to catch up—watching nearly three episodes on average per viewing session, according to Hulu. About 60 percent of these new viewers finished all 10 episodes in one week and 30 percent completed the season in just three days.

Hulu Insights, a research arm of the OTT service devoted to providing insights into the streaming and advertising space, found that 60 percent of Hulu viewers like to watch multiple episodes of a series in one sitting. Eight percent will frequently binge an entire season or series in a single day. However, 32 percent still prefer to watch week-to-week.

So, how do you market to an audience that may or may not have watched the entire season already? Social media analytics firm TalkWalker says to plan ahead.

“If your brand or company wants to jump on a trending television event, plan for the marketing campaign to roll out well in advance of the air date,” TalkWalker said in a statement. “Let’s face it—the social media conversation for a show like House of Cards or Stranger Things tapers pretty soon after it’s released, so if you want to be part of the conversation, get ahead of it.”

Netflix doesn’t offer advertising, but it had no shortage of brand sponsors for the second season of Stranger Things. Both Netflix and brand partners like Eggo began promoting the show before its release but steered clear of spoilers.

Marketing across social media began with teasers and overall themes, such as the return of season one characters and how Eggo waffles will fuel your travels. Subsequent messages discouraged spoilers and the team held off on anything even remotely spoiler-like until several weeks after the premiere.

Understanding Binge-watching Behavior

It’s not enough to realize that viewers enjoy a streaming marathon. OTT services are learning how audiences make viewing decisions, as well as how often they repeat this behavior.

“What we’ve discovered is that viewers who exhibit a particular viewer behavior tend to retain that habit in subsequent seasons,” Hulu Insights wrote on its website. “In other words, if you watch weekly in one season, you’re more likely to do that for the next. Similarly, if you binge a season, you’re apt to do that again.”

The company found that among those who watched the latest season of Empire as new episodes were released, three out of four had done that for the prior season.

Marketers may also benefit from knowing how audiences react to certain genres. For example, six out of the 10 shows watched after The Handmaid’s Tale were comedies. So, if a brand wants to reach a comedy audience, timing a campaign with a stressful horror or drama may prove beneficial.