YAB Review: “The Vampire Diaries”

"The Vampire Diaries" is one of teens' favorite shows on TV and with the start of the fourth season, it's been building even more buzz in recent weeks. Our YAB member Skyanne is an avid fan of the show and tuned in to the Season 4 premiere, which she said was impressive and extremely entertaining. Skyanne explains below why she likes the show so much and what about the latest season is grabbing her attention already.

What was the biggest draw?

"The Vampire Diaries" has been my favorite show, and the only one I watch weekly, since the pilot four seasons ago. There was never any doubt regarding whether or not I would be tuning in for the premiere of Season 4. For me, the biggest draw was finally finding out how the events in the finale for Season 3 would affect the characters and change the show I've grown to love.

What did you expect going in? How much did you know beforehand?

Having watched every episode of the show to date, I knew that the Season 4 premiere was guaranteed to be full of surprises and unexpected twists. Therefore, I attempted to erase any expectations I had about how the season would go. However, I had watched the previews and a few cast interviews, as well as read a few articles, and therefore had a general idea of some things to expect (and not expect) for the first few episodes. Even though I was trying to forget expectations regarding the plot, I was certainly expecting a crazy first few episodes full of the stellar acting I'd come to expect from the show in general.

How did you tune in? Did you watch commercials?

I watched the premiere as it debuted on the CW and watched the commercials, though I also used commercial breaks as a time to check Facebook and Twitter. For the episodes since, I have either viewed it live on the CW or watched it on the CW…

 
 
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Millennial News Feed

Quote of the Day: “I'm trying to save roughly $5,000 to buy a vehicle. It will take me another 6 months or so.” –Male, 16, NC

The year started with a report that teens are leaving Facebook, and it’s ending the same way. A report this week showed that 88% of 13-17-year-olds were using the network in 2014, a drop from 94% in 2013. We’ve looked at the reasons that teens just aren’t as interested in Facebook before, and Ypulse’s latest social media tracker survey actually showed that currently only 63% of 13-17-year-olds say they use Facebook. (Mashable)

Millennial tastes are shaping the future of fast food, and majorly impacting longstanding brands. But what chains are keeping them happy now? YouGov BrandIndex ranked the restaurant chains that 18-33-year-olds would consider going to again to gauge their current brand loyalty. Gourmet sandwich chain Jimmy John’s topped the list, with 83% saying they would return. Chipotle, Chick-fil-A, Whataburger, and Subway made up the rest of the top five, in that order. (Business Insider)

Video sharing competition is heating up. Former Hulu CEO Jason Kilar has launched Vessel, his new subscription video service, which has been predicted to be a YouTube competitor. To entice creators to post content, they’re being offered $50 for every thousand views in the first three days they are posted, ifthey are only posted on Vessel. After a “72-hour exclusive window” the content can be shared on other sites. Currently Vessel is only open to creators, and a consumer launch “is pending.” (StreamDaily)

Kids are often shielded from adult content, usually because it is deemed too violent. But in reality, their bright cartoons might feature more carnage than grown-up fare. A recent study looked at the biggest children’s and adult movie hits in the same year and found that “two thirds of the 45 highest grossing children’s animated films feature an onscreen death of a major character” compared to half of the top “non-kid” films. “Death and destruction” are just a regular part of your average animated classic. (NYMag)

‘Tis the season for gift swaps, including the sinister favorite White Elephant—also known as Yankee Swap and Nasty Christmas. Old Navy is featuring the game in their holiday Vine campaign. Each day a video reveals gifts, from a high-end trip to a pogo stick, that will be given out, and every person who re-Vines or likes the clips is entered to win. The brand has also tapped 12 popular Viners to create their own clips in which they steal a previously opened gift or stay with the gift of the day. (Old Navy)

That image at the bottom of our newsletter is a gateway to insights and expert commentary on current and future Millennial trends. Clicking on it takes readers to our daily insights article, available to Silver and Gold tier subscribers, which illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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