TV Networks have officially settled into their new normal and so have consumers. More than six weeks into stay at home orders, we’re starting to learn how consumers have shifted behavior, what heightened social activity was temporary, and what was in it for the long haul.
Based on our recent Television industry analysis, ListenFirst has identified these three key metrics for TV marketers to focus on as quarantine continues:
Key Metric #1: Organic Search
New Series discovery is at an all time high. We continue to see organic search (measured by Wikipedia Page Views) grow, as consumers exhaust their pre-quarantine watch lists and look for new programs to explore. This past week (April 20-26, 2020), consumers visited TV related Wikipedia pages more than 30.7M times.
Top 5 TV Programs Ranked by ListenFirst Wikipedia Interest Score Movement | April 20-26, 2020 compared to April 13-19, 2020
|Rank||Program||Network||ListenFirst Wikipedia Interest Score Movement|
|3||RuPaul’s Secret Celebrity Drag Race||VH1||+520%|
|4||Defending Jacob||Apple TV+||+422%|
|5||Penny Dreadful: City of Angels||Showtime||+284%|
The Bottom Line: Viewers are looking for new programs to watch, whether they’re actually new, or just new to them. ListenFirst can help you understand which of your programs, fans have recently discovered.
Key Metric #2: Fan Growth
Since March 16th, TV Social Pages have gained +45% more new followers per week than they did in the weeks prior in 2020 (12/30/19-3/15/20). Although fan growth peaked the week of March 30, 2020 (11.M new followers across the industry),with 7.8M new social followers in the past week, fan growth remains +29% ahead of pre-quarantine levels.
TV Programs’ Weekly Fan Growth | Week of Jan 5 – Week of April 20, 2020
The Bottom Line: Users are still discovering new series and looking for more content to consume. ListenFirst can help you learn more about which of your programs are growing fastest, and how to customize your content to connect with your new fans.
Key Metric #3: YouTube Viewership
Consumers continue to spend more time on YouTube in the quarantine era, with views steadily above 2B per week since late March. On average TV programs and networks have earned +13% more views during quarantine.
TV Programs’ Weekly YouTube Official Video Views | Week of Jan 5 – Week of April 20, 2020
The Bottom Line: Now is a great time to reach new users with new content. Consider publishing season catch-ups, talent Q&A videos and other videos to connect with potential new fans.