Reports Media & Marketing

TV Show Fandom Measuring TV Shows’ Real Appeal

Report by Mark Mulligan
Cover image for TV Show Fandom
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The 20,000 Foot View: The TV industry is in a measurement crisis. Ever more, viewing is shifting from the linear schedule and leading streaming services are heavily guarded about their data, creating a measurement blind spot. Social behaviour and piracy activity provide an additional source of information, but not an alternative. With the prime time linear slot set to have progressively less impact on viewing, TV companies need to understand better the true value of the fan bases for shows. To this end, MIDiA Research is now tracking audience demand for over more than            (predominately scripted drama) shows through a quarterly tracking survey. This report gives a sneak peak of this the tracking data to illustrate the value of measuring fandom.

Key Findings

  • The double            challenge TV companies face in            streaming era is:            how to            success;            how to measure it
  • Success is            longer confined to nor defined            linear broadcast, with time and            shifting, social media and linear            (eg prime time slots) all            results
  • In the            age of social media it            easy to gain the impression            many TV shows are bigger            they actually are
  • Game Of            may have boast cultural event            but it only has the            fan audience with just            fan           
  • The Big            Theory            and NCIS            are have            top            fan audiences but under            on Twitter mentions because their            under index for Twitter usage
  • Across all            the top            shows            year olds            markedly higher fan penetration rates            for the all consumers average 
  • CBS and            BBC have the largest shares            top            TV show fan audiences                       and            respectively, with Netflix            on           
  • Viacom and            CW have clear youth appeal,            indexing among            year olds, and            for            of all            top            fan            among this age demographic
  • While The            Bang Theory is the top            in the US, Canada and            Sherlock holds this place in            UK with            fan penetration
  • Sherlock fans            the highest streaming IQ, with            binge viewing (across all TV            compared to            for The Big            Theory
  • Companies right            the TV industry value chain            to counter the current measurement            spot in leading SVOD services
  • The prime            linear slot will become progressively            able to create genetically modified           

Companies and brands mentioned in this report: Affinio, AMC,            Legacy, A+E, Amazon Prime, Apple Music, Arrow, BBC, CBS, Chicago Fire, Chicago Med, Daredevil, Doctor Who, Downton Abbey, Endemol, Facebook, Fox, Game Of Thrones, HBO, House Of Cards, ITV, Madam Secretary, NBC, NCIS, Netflix, Parrot Analytics, Sherlock, Stranger Things, Spotify, Top Gear, The Big Bang Theory, The CW, The Flash, The Voice, Twitter, Viacom, Vikings, The Walking Dead, Westworld