These 4 Social Media-Only Shows Could Be The Future of TV

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

An onslaught of social media-only TV shows are taking over teens’ screens, paving a new way to unfold a narrative that’s more interactive and engaging than traditional TV…

Social media is rising up as a legitimate place to launch shows for the Post-TV Gen, capturing the attention of major media brands. Though Ypulse’s Media Consumption Tracker shows that YouTube and Netflix top the list of places 13-36-year-olds watch videos weekly or more often, Facebook follows behind for Millennials at 45%. When we focus on teens, it becomes clear that social media platforms that recently started to up their offerings are taking over young viewers’ screen time: After YouTube, Instagram held 13-17-year-olds’ third spot at 50%, followed closely by Snapchat. Twitch and Facebook lagged further behind, but still beat out all other services, including cable.

Social media platforms are making sure those numbers continue to rise by making themselves a more attractive place for media giants to step in, or to launch their own originals. Facebook Watch has a rapidly-expanding slate of content, from dating shows to sports competitions, and they’re adding a new feature that aims to make social media video viewing more like live TV, reports Tubefilter. Meanwhile, Snapchat is betting that short original shows will hold teens’ attention, partnering up with NBCU for scripted original series—and they’re stealing top Hollywood talent like the Duplass brothers to do it. They hope the mobile-only format, which one producer calls “uniquely Snap,” will appeal to 18-24-year-olds and set their platform apart from streaming services and linear TV alike, according to THR. And then of course there’s IGTV, Instagram’s standalone app for vertical video which sets Instagram up as a YouTube competitor, writes The Verge.

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Quote of the Day: “I actively avoid discussions of TV shows.”—Male, 31, MI

Networks are launching an onslaught of new streaming services to compete with the likes of Netflix and Hulu. CBS, Disney, and now Warner Media are hopping on the bandwagon to compete for young cord-cutters' viewing time. The digital switch makes sense, considering 74% of 13-36-year-olds told Ypulse they watch Netflix weekly, versus 33% who watch cable weekly. But one eMarketer analyst predicts this over-saturation in the streaming wars will lead to “a shakeout," in which companies will be weeded out unless they consolidate their offerings. (THR)

Macy’s is putting virtual reality in 90 stores, with the “largest VR rollout in retail history.” Shoppers can don HTC Vive VR headsets to create 3D floor plans, design their living spaces, deck them out with Macy’s furniture, and then take a step inside of the room. The retail tech enables smaller Macy’s stores to offer a lot more inventory to shoppers, and follows in the footsteps of other reality-bending home décor brands. And, according to Macy’s, VR sales were 60% higher than regular sales in their three pilot stores. (MediaPost)

Prada is plotting a comeback among young consumers. They’ve been slow to adapt to digital, but now the luxury company is emphasizing Instagram and aiming to grow their online sales, which were just 5% in early 2018. While investors applaud Prada’s dive into digital, they also believe the brand needs to shutter several stores—not just to increase “profitability” but to create “the illusion of scarcity.” Prada also has to recover from being late to the luxury streetwear game. (Bloomberg)

Some teens are opting for technical school over four-year universities. At Queens Tech, high schoolers are trained to take on non-desk jobs, like being an electrical engineer or working for public transit companies. Earning a high paycheck that isn’t chipped away by student debt is helping to overcome the societal stigma of skipping college. According to one Queens Tech student, “If you’re a construction worker, you may get paid the same as a doctor, but you don’t look as good.” (Vice)

Don't expect to see macho men and swooning women in grooming brands' latest ads. Instead, companies across the industry are toning down the machismo for Millennial & Gen Z males. Some are blurring gender lines, like Dollar Shave Club, whose “Get Ready” spots debunked stereotypes by not just casting straight, cis males. Other brands are betting modern men are more in touch with their emotions, like Gillette, who shared the touching story of a man’s son becoming an NFL linebacker, despite missing one hand.
(Ad Age)

Quote of the Day: “[Zendaya] is such a beautiful human being and I grew up watching her on the Disney Channel.”—Female, 18, TX

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