Twitter is what’s happening in the world and what people are talking about right now. From news and entertainment to sports, politics and everyday interests, see every side of the story. Join the conversation. Watch live streaming events. Available in more than 40 languages around the world, the service can be accessed via twitter.com, an array of mobile devices, and SMS. For more information, please visit about.twitter.com, follow @Twitter, and download the Twitter app at twitter.com/download.
About
Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience.
About
Watch it, tweet it, meme it: How people consume TV now
The talk on Twitter helps marketers understand the who, what, where and why of the new TV viewer and how brands can reach them
present
How we watch TV has been continuously evolving over just the past few years. But as the COVID pandemic disrupted almost every aspect of our lives, the evolution from linear TV to streaming TV advanced exponentially, as large swaths of the population were forced to shelter in place and acclimate even more to living, shopping and consuming content digitally.
But how we watch TV (or consume video content, if you prefer) isn't the only thing that has changed. How we talk about TV has evolved, too.
The Twitter Conversation Report analyzes tweets, trends and the overall vibe on Twitter, providing brands with exclusive intel and deeper insights into the people and talk on the platform, fueling advertisers' next big ideas.
Ad Age Studio 30 partnered with the Twitter Conversation Report to take a closer look at the new way people watch TV, how they talk about it—and what this all means for brands looking for an edge in reaching this obsessive and engaged fan base. Among the insights this study revealed:
Twitter is like the world's largest focus group, the vast majority of whom belong to the coveted Gen Z and millennial demographic: 24% are between the ages of 25 and 34, and 44% are 24 or younger.
People on Twitter are more passionate about pop culture than those of other leading social media platforms.
Social media long ago replaced the water cooler as the premier forum in pop culture for TV watchers to stan their favorite couples, indulge in fan theories and complain about spoilers. And according to research by Magna and Twitter:
How increased viewership of TV is reflected in the growth of conversation around TV on Twitter
Viewership
The growth of streaming vs. linear TV
Growth
The differences between how TV fandoms of specific genres share information.
Fandoms
Why marketers looking to align campaigns with fall TV shows can drive better results for advertisers by connecting with fandoms on Twitter
Results
Streaming is
on the rise, but linear is stronger than ever
Last year's pandemic quarantine was such a bonanza for TV—and especially streaming video—that it seemed only natural that viewership would decline as the country opened up along with declining infection rates and increased availability of vaccines. Yet even before new variants halted the nation's progress against defeating COVID, the conversation on Twitter made it abundantly clear that TV viewership not only hasn't declined; it has increased significantly.
Hover to explore the highlights of Twitter's Top 10 TV shows 2020 (red) vs. 2021 (blue)
Source: Twitter internal data (Semantic Core). Tweets from Jan 1, 2020 - Aug 19, 2021. U.S. Only. Excluding News, Daytime TV, and Kids Show Genres.
Avatar: The Last Airbender aired on Nickelodeon during its original 2005-2008 run; it experienced a resurgence in popularity when Netflix began streaming it in May 2020. It has since become available on other streaming platforms.
Source: Twitter internal data (Semantic Core). Tweets from Jan 1, 2020 - Aug 19, 2020. U.S. Only. Excluding News, Daytime TV, and Kids Show Genres.
Click for the complete list
Click for the complete list
The Last Dance
(ESPN/Netflix)
Number 01 2020
WandaVision
(Disney+)
Number 01 2021
Narcos
(Netflix)
Number 05 2021/ 06 2020
Élite
(Netflix)
Number 07 2020
Saturday Night Live
(NBC)
Number 08 2021/ 09 2020
Tiger King
(Netflix)
Number 02 2020
Twitter's Top 10 most-tweeted-about TV shows, 2020 vs. 2021
1. WandaVision (Disney+)
2. Loki (Disney+)
3. The Falcon and the Winter Soldier (Disney+)
4. Narcos (Netflix)
5. Grey's Anatomy (ABC)
6. The Bachelor (ABC)
7. Saturday Night Live (NBC)
8. The Owl House (Disney Channel)
9. RuPaul's Drag Race Season 13 & All Stars 6
(VH1/Paramount+)
10. Big Brother (CBS)
Top TV shows, January-August 2021
1. The Last Dance (ESPN/Netflix)
2. Tiger King (Netflix)
3. Black Mirror (Netflix)
4. Anne with an E (Netflix)
5. The Bachelor (ABC)
6. Narcos (Netflix)
7. Élite (Netflix)
8. Avatar: The Last Airbender (Nickelodeon/Netflix)*
9. Saturday Night Live (NBC)
10. Insecure (HBO)
Saturday Night Live
Top TV shows, January-August 2020
Source: Twitter internal data (Semantic Core). Tweets from Jan 1, 2021 - Aug 19, 2021. U.S. Only. Excluding News, Daytime TV, and Kids Show Genres.
Avatar: The Last Airbender aired on Nickelodeon during its original 2005-2008 run; it experienced a resurgence in popularity when Netflix began streaming it in May 2020. It has since become available on other streaming platforms.
Source: Twitter internal data (Semantic Core). Tweets from Jan 1, 2020 - Aug 19, 2020. U.S. Only. Excluding News, Daytime TV, and Kids Show Genres.
The Twitter Conversation Report compared the most-tweeted-about shows from January to August 2021 with those from the same period last year: The average tweets per user for the top 10 TV shows in 2021 is 1.9 times higher than the top 10 TV shows of 2020. The growth in conversation is also reflected in the number of replies to TV-related tweets, which have increased 40% year over year. And though the daily average tweets dipped during May and June of this year, the rate has begun to rise steadily, increasing 11% the past two months.
By analyzing the increasing (and decreasing) keywords in TV-related tweets this year, we can infer that TV fans use Twitter to discuss their obsessions—from season predictions to big spoilers to fan theories. Emerging behaviors within the TV landscape point to repeating the past—nostalgia, rewatching and reboots. Home-related viewing behaviors with families and alone are on the decline.
The Twitter Conversation Report also revealed that TV-related tweets are 1.6 times more likely to include video in comparison with the U.S. average. Organic video views in TV-related tweets year over year have increased 48%.
Half of this year's 10 most-tweeted-about shows come from broadcast networks.
While perennial social media hits like “The Bachelor,” “Saturday Night Live” and “Narcos” appear on both lists, it's clear that as much as 2020 was the year of Netflix, 2021 so far is the year of the Marvel Cinematic Universe on TV. Perhaps even more surprising, don't count linear TV out just yet:
Source: Twitter internal data (Semantic Core). Comparing Tweets from Jan, 1, 2020 - July 31, 2020 vs Jan 1, 2021 - July 31, 2021. U.S. Only
Increasing TV keywords, year over year
YoY growth
+139%
Season
Underrated
+134%
Spoilers
+108%
Trailer
+85%
Fanbase
+84%
Fandom
+82%
Theory
+68%
Stans
+57%
Nostalgia
+53%
Reboot
+40%
Rewatch
+19%
Decreasing TV keywords, year over year
Source: Twitter internal data (Semantic Core). Comparing Tweets from Jan, 1, 2020 - July 31, 2020 vs Jan 1, 2021 - July 31, 2021. U.S. Only
-11%
family
-13%
alone
-14%
Binge
-24%
Rerun
-26%
Home
The takeaway
If the past year has taught us anything, it's that the ability to adjust to massive changes, quickly, is often the difference between success and failure. For brands seeking to build better, deeper relationships with the new breed of TV viewer in the changing landscape of TV viewing, the time is now to embrace a new paradigm of viewer behavior.
All genre conversations are not created equal
The Twitter Conversation Report reveals that different TV genres generate different kinds of interest on Twitter, particularly when comparing the average number of tweets per user with the share of the genre conversation—organic tweets vs. TV show mentions (tweets that include the @account handle of a TV show, the TV show's name or the TV show's official hashtag) or retweets. Perhaps most interesting to mainstream brands, tweets about TV shows focusing on the Black experience and audience generate more tweets per user than any single TV show genre. The reality and action genres also have high organic interest within the TV audience on Twitter.
Genre conversation rate (average tweets per user)
Tweets that mention a TV show, a TV show’s hashtag or handle are notably more a factor in driving the conversation for the comedy and action genres. On the other hand, the reality and drama genres see a higher share of original tweets, as opposed to retweets.
Source: Pulsar, commissioned by Twitter, Communities and Tune-in, June 2020, USA
4.3
Black
3.68
Reality/ Comp
3.47
Action
2.42
Sci-Fi/ Fantasy
2.18
Comedy
1.98
Drama
Share of genre conversation
There is an opportunity for brands to align with specific genres to drive tweet fanaticism, organic conversation or brand engagement.
Source: Pulsar, commissioned by Twitter, Communities and Tune-in, June 2020, USA. TV Show Mention/RT includes any mention of show/brand handle or RT of show/brand content
Organic
TV Show Mention/RT
45%
55%
Comedy
46%
54%
Action
69%
31%
Black
70%
30%
Sci-Fi/ Fantasy
72%
28%
Drama
75%
25%
Reality/ Comp
Growth in topics by TV tweeters, year over year
Source: Twitter internal data (Semantic Core). Comparing Tweets from Jan 1, 2020 - July 31, 2020 vs Jan 1, 2021 - July 31, 2021. U.S. Only
+183%
Arts & Culture
+166%
Cryptocurrencies
+149%
Investing
+32%
Gaming influencers
+29%
Movies
+25%
Podcast & radio
+17%
Fashion & beauty
+15%
Horoscope
Why fandoms are more relevant than demographics
Marketers looking to align campaigns with this year's slate of fall TV shows can help drive better results for advertisers by connecting with fandoms on Twitter—who can also be targeted based on their evolving platform interests. Twitter research showed that:
With fandom and interest-based communities tuning in at higher rates than demographics-based communities, there is an opportunity for advertisers to tap into their trending platform interests that speak to other sub-communities (like arts, investing or fashion).
Of people surveyed on Twitter say that the platform makes them feel like they’re part of an online community while watching a TV show.
72%
Fandom communities tuned in at a rate 5 times higher than demographic-based communities. Interest-based communities tuned in at a rate 4 times higher than demographic-based communities.
5x
Those exposed to conversation tuned in at a rate 2.5 times higher than people exposed to paid media alone.
2.5x
The conversation rate increases an average of 56% when a fandom community is present.
56%
Streaming shows vs. non-streaming shows, deviation from average, 2017-2021
Source: Twitter internal data. Monthly deviation from five-year average. Tweets from Jan 1, 2017 - April 1, 2021. U.S. Only.
Strong surges during popular show releases, “WandaVision” (Jan), “Tiger King” (Mar), “Loki” (June), “Black Mirror” (Dec)
Streaming only
Spikes in May (season finales) and Sept (season premieres)
All other shows
-40%
-20%
0%
20%
40%
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Streaming-only shows
All other shows
Changing patterns: How streaming, bingeing or tuning in drives viral hits
The phenomenon of streaming TV's increasing popularity in relation with linear TV is reflected in the frequency of conversations on Twitter: The conversation on Twitter about streaming hits like “WandaVision” on Disney+ or “Tiger King” on Netflix surges when the shows are first released, whereas linear shows typically generate more interest during season premieres and finales.
TV conversation patterns are also more likely to be dictated by distribution—linear vs. streaming or episodic release vs. binge-able multiple episodes or whole seasons dropped at once, as illustrated with the following four examples.
The first two examples show the differences between a pair of Netflix hits: “Emily in Paris” experienced a substantial spike in conversation when it was first released, followed by significant dropoff in the following days and weeks. “Bridgerton,” on the other hand, continued the momentum after its initial spike.
The next two examples compare two hits from linear TV. The first one, the sitcom “Schitt's Creek,” continued to grow in popularity years into its run on Pop when earlier seasons were released on Netflix, which has resulted in a consistently high baseline of conversation. Whereas the second series, ABC's long-running reality show “The Bachelor,” follows the traditional model of buzz, generating the most interest while it is airing new episodes and dropping off in between seasons.
Source: Twitter internal data. Tweets from Jan 1, 2021 - April 1, 2021. U.S. Only.
Source: Pulsar, commissioned by Twitter, Communities and Tune-in, June 2020, USA.
Single spike: 'Emily in Paris'
A substantial spike in conversation with a very short lifespan
0
5,000
10,000
15,000
25,000
20,000
10-Jan-21
24-Jan-21
7-Feb-21
21-Feb-21
7-Mar-21
21-Mar-21
Source: Twitter internal data. Tweets from Jan 1, 2021 - April 1, 2021. U.S. Only.
Source: Pulsar, commissioned by Twitter, Communities and Tune-in, June 2020, USA.
Extended spike: 'Bridgerton'
A substantial spike with the continued momentum of the conversation
0
10,000
30,000
20,000
10-Jan-21
24-Jan-21
7-Feb-21
21-Feb-21
7-Mar-21
21-Mar-21
Source: Twitter internal data. Tweets from Jan 1, 2021 - April 1, 2021. U.S. Only.
Source: Pulsar, commissioned by Twitter, Communities and Tune-in, June 2020, USA.
Always on: Schitt’s Creek
A consistently high baseline volume of conversation
0
5,000
15,000
10,000
10-Jan-21
24-Jan-21
7-Feb-21
21-Feb-21
7-Mar-21
21-Mar-21
Source: Twitter internal data. Tweets from Jan 1, 2021 - April 1, 2021. U.S. Only.
Source: Pulsar, commissioned by Twitter, Communities and Tune-in, June 2020, USA.
Weekly volatility: 'The Bachelor'
Volume spike when on-air and decline when off-air
0
50,000
100,000
200,000
150,000
10-Jan-21
24-Jan-21
7-Feb-21
21-Feb-21
7-Mar-21
21-Mar-21
Source
1.6 - Source: Twitter internal data (Semantic Core). Tweets from Jan 1, 2021 - Aug 1, 2021. U.S. Only.
48% - Source: Twitter internal data (Semantic Core). Comparing organic video views on Tweets from June 1, 2020 - July 31, 2020 vs June 1, 2021 - July 31, 2021. U.S. Only.
Source
1.9 - Source: Twitter internal data (Semantic Core). Comparing Tweets from Jan, 1, 2020 - Aug 19, 2020 vs Jan 1, 2021 - Aug 19, 2021. U.S. Only. Excluding News, Daytime TV, and Kids Show Genres.
40% - Source: Twitter internal data (Semantic Core). Comparing Tweets from Jan, 1, 2020 - July 31, 2020 vs Jan 1, 2021 - July 31, 2021. U.S. Only.
11% - Source: Twitter internal data (Semantic Core). Daily Average Tweets, comparing May-June 2021 average to Jul-Aug 2021 average. U.S. Only.
Source
Pulsar, commissioned by Twitter, Communities and Tune-in, June 2020, USA. N = 365,118
Source
Samba Tune-in Studies for Twitter, Timeframe [January 2020-April 2021], Media & Entertainment Category, US, N = 54
Source
Pulsar and Samba TV, commissioned by Twitter, Communities and Tune-in, June 2020, USA. Tune-in counted as watching a program for at least 5 cumulative minutes. Fandom n = 106,203, interest n = 104,168, demo n = 111,019, matched to Samba viewership panel and projected to US census
Source
Twitter Insiders, U.S. Only, October 21–28, 2020, n=167
Source
Twitter internal data (Semantic Core). Tweets from Jan 1, 2021-Sept 1, 2021. U.S. Only.
Twitter is what’s happening in the world and what people are talking about right now. From news and entertainment to sports, politics and everyday interests, see every side of the story. Join the conversation. Watch live streaming events. Available in more than 40 languages around the world, the service can be accessed via twitter.com, an array of mobile devices, and SMS. For more information, please visit about.twitter.com, follow @Twitter, and download both the Twitter and Periscope apps at twitter.com/download and periscope.tv.
About
Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience.
About
Watch it, tweet it, meme it: How people consume TV now
The talk on Twitter helps marketers understand the who, what, where and why of the new TV viewer and how brands can reach them
present
How we watch TV has been continuously evolving over just the past few years. But as the COVID pandemic disrupted almost every aspect of our lives, the evolution from linear TV to streaming TV advanced exponentially, as large swaths of the population were forced to shelter in place and acclimate even more to living, shopping and consuming content digitally.
But how we watch TV (or consume video content, if you prefer) isn't the only thing that has changed. How we talk about TV has evolved, too.
The Twitter Conversation Report analyzes tweets, trends and the overall vibe on Twitter, providing brands with exclusive intel and deeper insights into the people and talk on the platform, fueling advertisers' next big ideas.
Ad Age Studio 30 partnered with the Twitter Conversation Report to take a closer look at the new way people watch TV, how they talk about it—and what this all means for brands looking for an edge in reaching this obsessive and engaged fan base. Among the insights this study revealed:
Twitter is like the world's largest focus group, the vast majority of whom belong to the coveted Gen Z and millennial demographic: 24% are between the ages of 25 and 34, and 44% are 24 or younger.
People on Twitter are more passionate about pop culture than those of other leading social media platforms.
Social media long ago replaced the water cooler as the premier forum in pop culture for TV watchers to stan their favorite couples, indulge in fan theories and complain about spoilers. And according to research by Magna and Twitter:
How increased viewership of TV is reflected in the growth of conversation around TV on Twitter
Viewership
The growth of streaming vs. linear TV
Growth
The differences between how TV fandoms of specific genres share information.
Fandoms
Why marketers looking to align campaigns with fall TV shows can drive better results for advertisers by connecting with fandoms on Twitter
Results
Streaming is on the rise, but linear is stronger than ever
Last year's pandemic quarantine was such a bonanza for TV—and especially streaming video—that it seemed only natural that viewership would decline as the country opened up along with declining infection rates and increased availability of vaccines. Yet even before new variants halted the nation's progress against defeating COVID, the conversation on Twitter made it abundantly clear that TV viewership not only hasn't declined; it has increased significantly.
Hover to explore the highlights of Twitter's Top 10 TV shows 2020 (red) vs. 2021 (blue)
Last year's pandemic quarantine was such a bonanza for TV—and especially streaming video—that it seemed only natural that viewership would decline as the country opened up along with declining infection rates and increased availability of vaccines. Yet even before new variants halted the nation's progress against defeating COVID, the conversation on Twitter made it abundantly clear that TV viewership not only hasn't declined; it has increased significantly.
Click to explore the highlights of Twitter's Top 10 TV shows 2020 (red) vs. 2021 (blue)
Source: Twitter internal data (Semantic Core). Tweets from Jan 1, 2020 - Aug 19, 2021. U.S. Only. Excluding News, Daytime TV, and Kids Show Genres.
Avatar: The Last Airbender aired on Nickelodeon during its original 2005-2008 run; it experienced a resurgence in popularity when Netflix began streaming it in May 2020. It has since become available on other streaming platforms.
Source: Twitter internal data (Semantic Core). Tweets from Jan 1, 2020 - Aug 19, 2020. U.S. Only. Excluding News, Daytime TV, and Kids Show Genres.
Click for the complete list
The Last Dance
(ESPN/Netflix)
Number 01 2020
WandaVision
(Disney+)
Number 01 2021
Narcos
(Netflix)
Number 05 2021/ 06 2020
Élite
(Netflix)
Number 07 2020
Saturday Night Live
(NBC)
Number 08 2021/ 09 2020
Tiger King
(Netflix)
Number 02 2020
Twitter's Top 10 most-tweeted-about TV shows, 2020 vs. 2021
1. WandaVision (Disney+)
2. Loki (Disney+)
3. The Falcon and the Winter Soldier (Disney+)
4. Narcos (Netflix)
5. Grey's Anatomy (ABC)
6. The Bachelor (ABC)
7. Saturday Night Live (NBC)
8. The Owl House (Disney Channel)
9. RuPaul's Drag Race Season 13 &
All Stars 6 (VH1/Paramount+)
10. Big Brother (CBS)
Top TV shows, January-August 2021
1. The Last Dance (ESPN/Netflix)
2. Tiger King (Netflix)
3. Black Mirror (Netflix)
4. Anne with an E (Netflix)
5. The Bachelor (ABC)
6. Narcos (Netflix)
7. Élite (Netflix)
8. Avatar: The Last Airbender (Nickelodeon/Netflix)*
9. Saturday Night Live (NBC)
10. Insecure (HBO)
Top TV shows, January-August 2020
Source: Twitter internal data (Semantic Core). Tweets from Jan 1, 2021 - Aug 19, 2021. U.S. Only. Excluding News, Daytime TV, and Kids Show Genres.
Avatar: The Last Airbender aired on Nickelodeon during its original 2005-2008 run; it experienced a resurgence in popularity when Netflix began streaming it in May 2020. It has since become available on other streaming platforms.
Source: Twitter internal data (Semantic Core). Tweets from Jan 1, 2020 - Aug 19, 2020. U.S. Only. Excluding News, Daytime TV, and Kids Show Genres.
The Twitter Conversation Report compared the most-tweeted-about shows from January to August 2021 with those from the same period last year: The average tweets per user for the top 10 TV shows in 2021 is 1.9 times higher than the top 10 TV shows of 2020. The growth in conversation is also reflected in the number of replies to TV-related tweets, which have increased 40% year over year. And though the daily average tweets dipped during May and June of this year, the rate has begun to rise steadily, increasing 11% the past two months.
By analyzing the increasing (and decreasing) keywords in TV-related tweets this year, we can infer that TV fans use Twitter to discuss their obsessions—from season predictions to big spoilers to fan theories. Emerging behaviors within the TV landscape point to repeating the past—nostalgia, rewatching and reboots. Home-related viewing behaviors with families and alone are on the decline.
While perennial social media hits like “The Bachelor,” “Saturday Night Live” and “Narcos” appear on both lists, it's clear that as much as 2020 was the year of Netflix, 2021 so far is the year of the Marvel Cinematic Universe on TV. Perhaps even more surprising, don't count linear TV out just yet:
The Twitter Conversation Report also revealed that TV-related tweets are 1.6 times more likely to include video in comparison with the U.S. average. Organic video views in TV-related tweets year over year have increased 48%.
Half of this year's 10 most-tweeted-about shows come from broadcast networks.
Source: Twitter internal data (Semantic Core). Comparing Tweets from Jan, 1, 2020 - July 31, 2020 vs Jan 1, 2021 - July 31, 2021. U.S. Only
Increasing TV keywords, year over year
YoY growth
+139%
Season
Underrated
+134%
Spoilers
+108%
Trailer
+85%
Fanbase
+84%
Fandom
+82%
Theory
+68%
Stans
+57%
Nostalgia
+53%
Reboot
+40%
Rewatch
+19%
Decreasing TV keywords, year over year
Source: Twitter internal data (Semantic Core). Comparing Tweets from Jan, 1, 2020 - July 31, 2020 vs Jan 1, 2021 - July 31, 2021. U.S. Only
-11%
family
-13%
alone
-14%
Binge
-24%
Rerun
-26%
Home
The takeaway
If the past year has taught us anything, it's that the ability to adjust to massive changes, quickly, is often the difference between success and failure. For brands seeking to build better, deeper relationships with the new breed of TV viewer in the changing landscape of TV viewing, the time is now to embrace a new paradigm of viewer behavior.
All genre conversations are not created equal
Genre conversation rate (average tweets per user)
Tweets that mention a TV show, a TV show’s hashtag or handle are notably more a factor in driving the conversation for the comedy and action genres. On the other hand, the reality and drama genres see a higher share of original tweets, as opposed to retweets.
Source: Pulsar, commissioned by Twitter, Communities and Tune-in, June 2020, USA
4.3
Black
3.68
Reality/ Comp
3.47
Action
2.42
Sci-Fi/ Fantasy
2.18
Comedy
1.98
Drama
Share of genre conversation
There is an opportunity for brands to align with specific genres to drive tweet fanaticism, organic conversation or brand engagement.
Source: Pulsar, commissioned by Twitter, Communities and Tune-in, June 2020, USA. TV Show Mention/RT includes any mention of show/brand handle or RT of show/brand content
Organic
TV Show Mention/RT
45%
55%
Comedy
46%
54%
Action
69%
31%
Black
70%
30%
Sci-Fi/ Fantasy
72%
28%
Drama
75%
25%
Reality/ Comp
Growth in topics by TV tweeters, year over year
Source: Twitter internal data (Semantic Core). Comparing Tweets from Jan 1, 2020 - July 31, 2020 vs Jan 1, 2021 - July 31, 2021. U.S. Only
+183%
Arts & Culture
+166%
Cryptocurrencies
+149%
Investing
+32%
Gaming influencers
+29%
Movies
+25%
Podcast & radio
+17%
Fashion & beauty
+15%
Horoscope
Why fandoms are more relevant than demographics
Marketers looking to align campaigns with this year's slate of fall TV shows can help drive better results for advertisers by connecting with fandoms on Twitter—who can also be targeted based on their evolving platform interests. Twitter research showed that:
With fandom and interest-based communities tuning in at higher rates than demographics-based communities, there is an opportunity for advertisers to tap into their trending platform interests that speak to other sub-communities (like arts, investing or fashion).
Of people surveyed on Twitter say that the platform makes them feel like they’re part of an online community while watching a TV show.
72%
Fandom communities tuned in at a rate 5 times higher than demographic-based communities. Interest-based communities tuned in at a rate 4 times higher than demographic-based communities.
5x
Those exposed to conversation tuned in at a rate 2.5 times higher than people exposed to paid media alone.
2.5x
The conversation rate increases an average of 56% when a fandom community is present.
56%
Streaming shows vs. non-streaming shows, deviation from average, 2017-2021
Source: Twitter internal data. Monthly deviation from five-year average. Tweets from Jan 1, 2017 - April 1, 2021. U.S. Only.
Strong surges during popular show releases, “WandaVision” (Jan), “Tiger King” (Mar), “Loki” (June), “Black Mirror” (Dec)
Streaming only
Spikes in May (season finales) and Sept (season premieres)
All other shows
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
-40%
-20%
0%
20%
40%
Streaming-only shows
All other shows
Changing patterns:
How streaming,
bingeing or tuning in drives viral hits
The phenomenon of streaming TV's increasing popularity in relation with linear TV is reflected in the frequency of conversations on Twitter: The conversation on Twitter about streaming hits like “WandaVision” on Disney+ or “Tiger King” on Netflix surges when the shows are first released, whereas linear shows typically generate more interest during season premieres and finales.
TV conversation patterns are also more likely to be dictated by distribution—linear vs. streaming or episodic release vs. binge-able multiple episodes or whole seasons dropped at once, as illustrated with the following four examples.
The first two examples show the differences between a pair of Netflix hits: “Emily in Paris” experienced a substantial spike in conversation when it was first released, followed by significant dropoff in the following days and weeks. “Bridgerton,” on the other hand, continued the momentum after its initial spike.
The next two examples compare two hits from linear TV. The first one, the sitcom “Schitt's Creek,” continued to grow in popularity years into its run on Pop when earlier seasons were released on Netflix, which has resulted in a consistently high baseline of conversation. Whereas the second series, ABC's long-running reality show “The Bachelor,” follows the traditional model of buzz, generating the most interest while it is airing new episodes and dropping off in between seasons.
Source
1.6 - Source: Twitter internal data (Semantic Core). Tweets from Jan 1, 2021 - Aug 1, 2021. U.S. Only.
48% - Source: Twitter internal data (Semantic Core). Comparing organic video views on Tweets from June 1, 2020 - July 31, 2020 vs June 1, 2021 - July 31, 2021. U.S. Only.
Source
1.9 - Source: Twitter internal data (Semantic Core). Comparing Tweets from Jan, 1, 2020 - Aug 19, 2020 vs Jan 1, 2021 - Aug 19, 2021. U.S. Only. Excluding News, Daytime TV, and Kids Show Genres.
40% - Source: Twitter internal data (Semantic Core). Comparing Tweets from Jan, 1, 2020 - July 31, 2020 vs Jan 1, 2021 - July 31, 2021. U.S. Only.
11% - Source: Twitter internal data (Semantic Core). Daily Average Tweets, comparing May-June 2021 average to Jul-Aug 2021 average. U.S. Only.
Source
Pulsar, commissioned by Twitter, Communities and Tune-in, June 2020, USA. N = 365,118
Source
Samba Tune-in Studies for Twitter, Timeframe [January 2020-April 2021], Media & Entertainment Category, US, N = 54
Source
Pulsar and Samba TV, commissioned by Twitter, Communities and Tune-in, June 2020, USA. Tune-in counted as watching a program for at least 5 cumulative minutes. Fandom n = 106,203, interest n = 104,168, demo n = 111,019, matched to Samba viewership panel and projected to US census
Source
Twitter Insiders, U.S. Only, October 21–28, 2020, n=167
Source
Twitter internal data (Semantic Core). Tweets from Jan 1, 2021-Sept 1, 2021. U.S. Only.
Source: Twitter Internal Data. Tweets from Jan 1, 2021 - April 1, 2021. US Only.
Source: Pulsar, commissioned by Twitter, Communities and Tune-in, June 2020, USA.
Always on: Schitt’s Creek
A consistently high baseline volume of conversation
10-Jan-21
24-Jan-21
7-Feb-21
21-Feb-21
7-Mar-21
21-Mar-21
0
5,000
15,000
10,000
Source: Twitter internal data. Tweets from Jan 1, 2021 - April 1, 2021. U.S. Only.
Source: Pulsar, commissioned by Twitter, Communities and Tune-in, June 2020, USA.
Weekly volatility: 'The Bachelor'
Volume spike when on-air and decline when off-air
0
50,000
100,000
200,000
150,000
10-Jan-21
24-Jan-21
7-Feb-21
21-Feb-21
7-Mar-21
21-Mar-21
Source: Twitter internal data. Tweets from Jan 1, 2021 - April 1, 2021. U.S. Only.
Source: Pulsar, commissioned by Twitter, Communities and Tune-in, June 2020, USA.
Extended spike: 'Bridgerton'
A substantial spike with the continued momentum of the conversation
0
10,000
30,000
20,000
10-Jan-21
24-Jan-21
7-Feb-21
21-Feb-21
7-Mar-21
21-Mar-21
Source: Twitter internal data. Tweets from Jan 1, 2021 - April 1, 2021. U.S. Only.
Source: Pulsar, commissioned by Twitter, Communities and Tune-in, June 2020, USA.
Single spike: 'Emily in Paris'
A substantial spike in conversation with a very short lifespan
0
5,000
10,000
15,000
20,000
25,000
10-Jan-21
24-Jan-21
7-Feb-21
21-Feb-21
7-Mar-21
21-Mar-21
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