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 like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

Which brands had the most YouTube subscribers in 2018? In media, Warner Bros. topped the list with 6.4 million subscribers, followed by BBC and ESPN. Apple beat out last year’s winner for tech PlayStation, while Red Bull and Ford remained the reigning champs of food and beverage and automotive, respectively. Finally, Nike was first place in the clothing category for the second year running, with 30,000 more subscribers than their closest competitor, Adidas. (Tubefilter)

A “Little League for esports” is fostering future esports stars—and fans for life. Super League Gaming is bringing some much-needed organization to youth competitive gaming, building teams of young Minecraft, League of Legends, and Clash Royal players, helping them train and compete. But the program isn’t just for the next Ninja; just like traditional sports, kids get a sense of community among like-minded friends. (AP News)

Nielsen reports that Millennials actually consume less media than older demos, but more of it is digital. While the average adult consumes over ten hours of content a day, 18-34-year-olds spend less than eight hours with media. And the heaviest smartphone users are 35-49-year-olds, who spend 20 minutes more each day on average with their phones than Millennials. However, the younger demo does spend 44% of their media time with digital devices, more than older demos that spend more time with TV as they age up. (THR)

Vitaminwater is wagering $100,000 that you can’t give up your smartphone for a year. Contestants have to disconnect from internet-enabled devices where “texting is a pleasant experience” for 365 days and post a pic to Twitter or Instagram explaining why they need the digital detox. And when the year’s up, they have to prove it. Considering that 65% of 13-36-year-olds told Ypulse they would be unable to unplug from their smartphones for a week, earning that $100,000 may be harder than they know. (Fortune)

Hard seltzer revenue skyrocketed over 400% over the past 18 months. White Claw leads the way for the category with top-of-the-results organic search (they’re the number one Google result for “hard seltzer”) and a social media presence that focuses on health and wellness-related imagery. Sparkling water is already one of Millennials’ favorite things to drink, and its hard version could rise through the ranks of their top alcoholic beverages. (Gartner)

Quote of the Day: “People call [video game culture] nerdy but I see nerdy as a positive connotation.”—Female, 28, MA

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