Building Show Fandom in the Streaming Era
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The 20,000 Foot View: The direct-to-consumer video big bang moment is getting into stride, with Peacock and HBO Max following Apple TV+ and Disney+ into the already-congested video streaming marketplace. TV show marketing teams now face unprecedented competition for audience attention and mindshare. With the attention economy now moving into a post-peak phase, any streaming app is a mere finger-swipe away from being switched or even deleted. Meanwhile, discretionary subscription spending faces pressure from a possible future recession, forcing TV networks to double down on building fandom and engagement. In the era of fluid TV audiences, where engagement has to be earned and continually invested in to maintain, TV show brands are the ultimate weapons in the fight for audience share. Never has TV show brand marketing been so important.
Key Insights
- Niche positioning cultural movements around shows by fandom
- The four of video fandom are identity, scarcity and wallet share
- Identity: The of the linear schedule means the identity facets of a have now become central for in the streaming ecosystem
- Attention: The challenge facing all forms of distribution in 2020 is the from peak attention to a attention environment
- Scarcity: In on-demand era, less is increasingly as more
- Wallet share: strengths, weaknesses, opportunities, and threats analysis for shows need to on wallet share
- Awareness and do not always directly correlate
- TV show on investment (ROI) needs to streaming from awareness and overall
- Translating buzz streaming engagement is a key objective
- Niche is new mainstream due to the of audience viewing
- Streaming hits designed to be post-linear with freed from the linear straitjacket
Companies and brands mentioned in this report: Amazon Music, Amazon Prime Video, Apple Music, Apple, Apple TV+, AT&T, CBS, CBS All Access, Comcast, Disney, Disney+, ESPN+, HBO Now, Netflix, Spotify, Warner Media