by Jessica Klein
It looks like the pathway to watching a TV show for millennials starts on the internet.
According to a recent study from Unruly, “The Science of Sharing: TV Promos and the Millennial Shift,” 80 percent of this demographic are likely to watch a TV show if someone shares a promo for it with them online, promos being any short clip, trailer, or original piece of video content meant to increase awareness of the show. Meanwhile, just 66 percent of “the average TV viewer” will follow the shared online promo to actually watching a TV series.
This is important because online promo sharing actually does correlate to higher ratings for TV networks. NBC serves as a good example. It has a solid grasp on social video, accounting for 48 percent of total online series promo views and 39 percent of shares, and it got 33 percent of Nielsen’s overall ratings.
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