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.
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