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Social TV Show Fandom Nuances In Engagement Among SVOD Subscribers

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

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

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