ABC Family Stars Discuss Reaching Millennial Viewers And The Evolving Relationship With Fans

Ask most female Millennials about their favorite TV channels and ABC Family will likely top their list. According to Ypulse research, it’s the most popular network among Gen Y. Fully 63% of high school girls say they tune into the network regularly, as do 47% of college age females. These stats should come as no surprise considering that the channel has captivating yet relatable programming, and it consistently attracts teens as well as twentysomethings. ABC Family also understands the evolving needs of fans and not only how to reach young viewers, but also how to interact with them.

We attended the network’s 25 Days of Christmas Winter Wonderland event this past weekend where its success in marketing to Millennials became especially clear. We chatted with the channels’ stars about how their respective shows reach Gen Y and how their personal relationships with fans via social media is changing the traditional nature of television viewing.

Social media supports fandom, providing viewers with an extension of a show and its stars.

ABC FamilyABC Family’s hit show “Pretty Little Liars” is groundbreaking in terms of its social media success, with the finale for its latest season generating the most social buzz in the history of TV. Gen Y is dominating the social space, and Twitter and Facebook are a key part of how they consume content. They’re engrossed in social media to find out more about their favorite shows, stay updated on its stars, and feel part of a community of fans who rally around a show, even during the off-season. Social media is supporting the ever-evolving fandom among young viewers and ABC Family taps into this trend.

Several of the networks’ stars weighed in on the importance of social media and how it’s impacting their relationship with fans. Alexandra Chando of “The Lying…

 
 

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Quote of the Day: “YouTube is an ocean of entertainment. No other app can provide as much entertainment as YouTube.” –Male, 18, NY

As Millennials’ spending power begins to outpace Boomers’, what are they buying more than any other generation? The answers might surprise you. A list of ten things that young consumers are buying more often include gas station food and snakes (?!). But the rest of the list is less shocking: they’re also buying more craft beer, piercings and tattoos, same day delivery, and, of course, hot sauce. (Time)

Facebook has been upping their video game as the online content wars have heated up, and it seems to be paying off.  The social network’s recent earnings report shows a significant increase, brought on by their video growth. The report says that “billions” of videos are watched on the platform each day, and that 75% of those are on mobile. Facebook Pages (for celebrities, businesses, etc.) have reportedly been sharing 40% more video since the beginning of this year alone. (Streamdaily)

In a recent New York Times article examining campus suicide, Cornell’s director of counseling cited the pressure to look perfect on social media as an amplifier of the problem, “since students feel compelled to post smiling selfies even when they’re struggling." One female student tells New York Magazine, “When I posted [this photo], I subconsciously hoped that if I could convince others I was happy, then maybe I could believe it myself.” (NYMag)

We know Millennial men want to be hands-on dads, but some might be finding fatherhood a more difficult balance than they had planned. Researchers say that their struggles could be because workplace policies have “not caught up to changing expectations at home,” and Millennials’ more egalitarian views on parenthood. One survey found that 24% of Millennial men who had not had children expected to shoulder most of the child care responsibilities, while only 8% of those with children actually did. (NYTimes)

Though young consumers are certainly shopping from their phones, our list of their top ten favorite apps did not include any from the retail category—hinting at an opportunity for retailers to step up their mobile game. Online-only store Everlane has created an app to “cater to their biggest fans” with suggestions on what to wear based on the daily weather, and early exclusive access to items on the app only. (TechCrunch)

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