Written by: Roshan Dwivedi
It looks like the pathway to watching a TV show for millennials starts on the internet.
According to a recent study from Unruly, “The Science of Sharing: TV Promos and the Millennial Shift,” 80% of this demographic are likely to watch a TV show if someone shares a promo for it with them online, promos being any short clip, trailer, or original piece of video content meant to increase awareness of the show. Meanwhile, just 66% of “the average TV viewer” will follow the shared online promo to actually watching a TV series.
This is important because online promo sharing actually does correlate to higher ratings for TV networks and online VOD solutions. NBC serves as a good example. It has a solid grasp on social video, accounting for 48% of total online series promo views and 39% of shares, and it got 33% of Nielsen’s overall ratings.
That being said, millennials are less likely than the average viewer to share TV promos at all—just 10% less likely, but that’s significant enough to note that these promos aren’t resonating as much with millennial audiences as they are among other viewers.
Read the entire story here.
Add your comment