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:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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