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Social TV Show Fandom Nuances In Engagement Among SVOD Subscribers

Tim Mulligan
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The 20,000 Foot View:  As the TV viewing experience becomes increasingly fragmented across the digital sphere, TV show fandom is becoming ever more nuanced.  Across the five largest social apps by weekly usage, TV brand engagement varies considerably. Facebook and YouTube are both mainstream social apps by engagement and exhibit the highest levels of TV fandom among SVOD subscribers. Within this cohort Snapchat has the lowest level of fandom with only six out of            shows having a fandom penetration of over            This reflects a lower interest in traditional TV formats among younger audiences. TV show fans are predominately on the more mainstream social apps. TV show engagement is therefore nuanced by the choice of social apps used. The data in this report is drawn from MIDiA’s Video Trends tracker.

Key Findings

  • Social platform            is broadly equal across the            UK, Canada and Australia
  • Facebook is            most used social app, with            active users (WAUs)
  • Weekly SVOD            over index for usage of            five major social platforms 
  • The UK            the only market where Twitter            Snapchat
               of SVOD subscribers Facebook and            use YouTube on a weekly basis
  • Facebook has            weekly engagement than YouTube among            subscribers 
  • Facebook has            most engaged SVOD TV show            with            out of            shows having            fandom penetration of over           
  • Snapchat has            least engaged SVOD TV show            with only six out of            having a fandom penetration of                      

Companies and brands mentioned in this report:  Facebook, YouTube, Twitter, Instagram, Snapchat, Netflix, Peaky Blinders, Transparent, Mary + Jane The Grand Tour,            Reasons Why, I’m a Celebrity Get me Out Of Here, American Gods, Game Of Thrones, Big Brother, Fear The Walking Dead, Strange Things, Top Gear, The Flash