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H1 2019 Trends and Opportunities What’S Trending in Social TV: H1 2019

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H1 2019 Trends and Opportunities What’S Trending in Social TV: H1 2019 What’s Trending In Social TV H1 2019 Trends and Opportunities What’s Trending In Social TV: H1 2019 The state of social media for TV has been strong so far in 2019. Total Fan Growth for TV pages across Facebook, Twitter and Instagram is up 29% in the first half of 2019 compared to the second half of 2018, while social engagement increased 15% during the same time period. For Facebook, that largely means TV pages continue to recover from the algorithm changes in early 2018 that significantly limited organic reach. As TV focuses on strengthening engagement with their fanbase as opposed to just growing it, Facebook response rate and video views were up in the first half of 2019, inching back to pre-algorithm change levels. It’s a similar story for Twitter, where the TV space needed to alter their strategies following a mid-2018 purge of fake and dormant users. While the volume of tweets from TV accounts was down in the first half of 2019, the “less is more” strategy has been paying off. In Q2 2019, the average number of video views for TV hit its highest peak since the beginning of 2017. Meanwhile, the success of Instagram Stories is something TV Pages are taking advantage of in 2019. The volume of Instagram Stories published by TV accounts increased by 176% comparing Q2 2019 to Q1 2018. TV has also seen substantial growth on YouTube halfway through 2019, with fan counts and video views on the platform up 45% and 28% respectively, comparing H1 2019 to H1 2018. We expect a similar trajectory of growth as we close out 2019. This report digs deeper into social trends, areas of growth, and opportunities for the TV space across social media. It also highlights the TV networks, genres, and programs generating the most engagement across the industry. About ListenFirst ListenFirst is the most trusted social analytics solution for evaluating social media performance and developing digital marketing strategy. With a breadth of data and award-winning service unmatched in the marketplace, we give the world’s leading brands an easy, one-stop solution to optimize social media marketing and maximize ROI. Founded in 2012, ListenFirst is trusted by leading global brands including Time Warner, Amazon Studios, NBCUniversal, and Gap Inc. and is regularly featured in The Wall Street Journal, Variety, Ad Age, Forbes and more. ListenFirst has been honored with multiple accolades including 2018 and 2019 Stevie Awards for exceptional client service, a 2019 High Performer recognition from G2 Crowd, a MarTech Breakthrough Award for Best Social Media Monitoring Software, and was named one of Inc. 500’s fastest growing companies. For additional information, visit www.listenfirstmedia.com. Our clients include: What’s Trending in Social TV: H1 2019 I. State of Social TV I. Fan Growth II. Post Volume by Platform III. Social Engagement IV. Most Compelling TV Genres V. Growth of YouTube Video II. Facebook and TV Industry I. Content Engagement and Video Views II. Organic Reach and Engaged Users III. Branded Content III. Instagram and TV Industry I. Growth in Social Engagement II. Engagement by Content Type III. Organic Reach IV. Continued Growth of Instagram Stories IV. Twitter and TV Industry I. Growth in Social Engagement II. Video Views V. TV Stars of Social I. All the Hits: Top TV Programs, TV Networks II. Top TV Programs by Network Type and Genre State of Social TV State of Social TV 5 Growth Of TV Social Audiences Fan growth for TV pages has declined overall -13% over the last couple of years, comparing Q2 2019 to Q1 2017. That only tells part of the story. Since Q3 2018, fan growth for TV pages has increased by 44%. With some initial growing pains in 2018 after Facebook changed their algorithm and Twitter deleted bot and dormant accounts, TV pages are bouncing back. Total Fan Growth, TV Pages Across Social Channels 140 128 125 Millions 120 109 103 100 99 97 100 -13% 87 86 80 76 60 40 20 0 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Sum of fan growth combined across Facebook, Twitter, Instagram, YouTube for 8,411 TV Pages Q1 2017-Q2 2019 State of Social TV 6 Growth Of Social Audiences By Platform Instagram saw substantial fan growth for TV pages since Q4 2018; however, YouTube generated 0.1% more fans by the end of Q2 2019, surpassing Instagram for the mantle of highest growth. While Instagram and YouTube are clearly the dominant platforms for TV page fan growth, Facebook and Twitter show signs of a revival with TV page fan growth up 67% on Facebook and 65% on Twitter in Q2 2019 compared to Q4 2018. Fan Growth by Social Platform, TV Pages 70 58 Millions 60 50 39 40 +77% 33 39 +223% 30 22 21 20 12 10 -64% 10 -70% 0 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 -10 Sum of fan growth on Facebook, Twitter, Instagram, YouTube for 8,411 TV Pages Q1 2017-Q2 2019 State of Social TV 7 Where Are TV Audiences Engaging? In short, the answer is Instagram. In Q2 2019, TV pages saw 163% more engagement on Instagram than on Facebook, and 582% more engagement than on Twitter. That’s consistent with long-term trends. When comparing Q2 2019 to Q1 2017, TV pages saw a 119% growth in engagement on Instagram, while their audience engagement on Facebook decreased by -37%. Social Engagement for TV Pages by Social Platform 2, 500 Millions +119% 1,959 2, 000 1, 500 1,182 1, 000 895 746 -37% 500 287 +55% 185 0 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Social engagement (content responses, fan growth, Twitter mentions) across Facebook, Twitter, Instagram, Q1 2017-Q2 2019, 8,411 TV pages State of Social TV 8 Which Social Platforms Are Seeing A Growth In Content? Besides Instagram, where TV pages were posting 8% more often comparing the first half of 2019 to the first half of 2018, TV pages have moderately decreased the frequency of their posting on social media. In the same time period, the volume of posts published by TV pages decreased by 15% on Twitter, 14% on YouTube, and 6% on Facebook. Post Volume by Social Platform, TV Pages, H1 2018 vs H1 2019 1, 000 900 Thousands 800 -15% 700 -6% 600 500 400 300 +8% 200 -14% 100 0 H1 2018 H1 2019 Volume of new posts on Facebook, Twitter, Instagram, YouTube by TV Pages, H1 2018 vs H1 2019 State of Social TV 9 Which Network Types Are Growing? Social engagement on Premium Cable TV programs grew 207% in Q2 2019 compared to Q1 2019. That being said, we don’t foresee this as a sustainable trend—86% of the social engagement around Premium Cable in Q2 2019 was driven by Game of Thrones, which has now ended. Streaming programs are showing more promise for long-term growth, with social engagement up 73% in Q2 2019 compared to Q2 2018. Meanwhile, in Q2 2019, 30% of the social engagement for Streaming programs was driven by Stranger Things. TV Program Social Engagement by Network Type 3, 000 iHeartRadio Music Awards Millions 2, 500 2, 000 1, 500 Supported 1,281 +3% Ad 1, 000 884 +44% 613 500 0 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Broadcast Cable 160 142 +420% 140 +229% Millions 138 120 100 Based 80 60 Subscriber 40 27 20 0 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Pre mium Cable Streaming Volume of TV program engagement (content responses, fan growth, Twitter mentions) across Facebook, Twitter, Instagram, Q1 2017-Q2 2019, 8,411 TV pages State of Social TV 10 Which Network Types Dominate Social Platforms? During the first half of 2019, Cable programs generated 88% more engagement on Instagram than Broadcast programs. During this same time period, Cable programs were less dominant on Facebook, generating only 2% more engagement than Broadcast programs. Twitter was where Broadcast dominated, generating 45% more engagement than Cable. The comparatively low engagement for Streaming shows speaks to the challenge of standing out in a format where so much original programming is being released and promoted in real-time. Facebook H1 2019 Twitter H1 2019 Streaming 26 Streaming 67 Pre mium Cable 19 Pre mium Cable 100 Cable 369 Cable 354 Broadcast 362 Broadcast 513 0 100 200 300 400 0 200 400 600 Millions Millions Instagram H1 2019 Streaming 171 Pre mium Cable 69 Cable 1,806 Broadcast 960 0 1, 000 2, 000 Millions Volume of TV program engagement (content responses, fan growth, Twitter mentions) across Facebook, Twitter, Instagram, H1 2019, 8,411 TV pages State of Social TV 11 Most Engaging Programming Genres On Social Led by SportsCenter and the NBA on ABC, TNT, and ESPN; Sports was the dominant genre in terms of social engagement for TV pages in H1 2019. The next most successful genre was Drama, though the now-finished Game of Thrones was by far the biggest driver of that trend. Meanwhile, on the News front, there was 624% more engagement around E! News than the next most engaged News program, Good Morning America. Social Engagement Score, H1 2019, TV Pages Family 58 Documentary 42 Kids 59 Ga me Show 131 Talk Show 286 Comedy 319 Reality 547 News 700 Drama 1,073 Sports 1,576 0 500 1, 000 1, 500 2, 000 Millions Volume of engagement (content responses, fan growth, Twitter mentions) across Facebook, Twitter, Instagram, H1 2019, 8,411 TV pages State of Social TV 12 How Are Audiences Engaging With YouTube Video? With the exception of Q4 2018 when subscriber volume decreased by 15%, YouTube video views for TV Pages are consistently up quarter over quarter, increasing 146% in Q2 2019 compared to Q1 2017.
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