Legacy entertainment is being disrupted. This we know. From cut cords, to the content itself, television today is not what it once was. That we even struggle to define “TV” reveals our state.

With so many releases, fractured by platform, compounded by emerging, foreign watching habits, the traditional relied upon marketing playbook of TV is outdated.

But by quantifying and analyzing viewer conversation at scale via millions of threads across hundreds of subreddits, surveying the psyches’ of today’s TV watchers, and conducting cultural forensics around decision-making behaviors in select communities, we can reveal how series are now being perceived and selected.

There’s. Too. Much. Content.

We’re living in the golden age of streaming with countless choices. But it’s not necessarily all good. Oversaturated libraries and overflowing watch-lists overwhelm. We’re facing choice paralysis. But we’re not stuck. In fact, we’re just endlessly scrolling, seeking the perfect watch.

58% of TV watchers say there’s not enough time to watch everything they want

Not only are we the viewers paying more, but now we’re doing the extra legwork of discovery and curation.

The bar for TV series has never been higher. Remember: viewers are loyal to shows, not brands (i.e. platforms, channels or networks.) So, robust, constantly refreshed libraries become the lifeblood of major players.

40% of people believe a series’ actors or plot alone is not enough to convince them to watch it.

Therefore, understanding viewer psychology and cultural trends driving show adoption is key to informing effective, creative marketing...

With so much choice, we require new selection criteria...

Post-Genre

A proliferation of content requires new categorization frameworks, and adoption is now being driven by a show’s functional purpose. Traditional labels are overlooked as decisions today are based upon more nuanced needs.

83% of people watch TV to “get out of their head”, while mentions of “Mood” and “Vibes” are up +43% in TV suggestion subreddits since 2019, and emotional descriptors are up +47%

But it’s actually more than just mood that’s being matched. Audiences today are heavily influenced by their situational context.

+50% of people are multi-tasking while watching — more than previous years, while 41% of Americans claim to regularly stream shows while working at home

Like how we listen to music playlists by activity or mood, the same is happening to TV series.

Traditional genres are becoming moot as viewers are meticulously pairing content with countless external factors. A perfect perceived match determines what will be watched next.

Main Character Viewers

Due to ego or eagerness, passivity is upended by participation — and clear opportunities for engagement helps inform what’s watched next.

28% of young adults have lied about watching something in order to feel included in a group, and 55% of people will watch a TV series everyone’s talking about, over one they’d actually enjoy more

FOMO TV.

TV is a prerequisite to participation in culture.

Therefore, watching a show has become an invaluable social currency and an entry badge. What we decide to watch, and how we engage with it, has also become a badge of identity.

Memers, hate-watchers, fan-artists, fan-fiction writers and conspiracy theorists contribute to not just the hype, but now the sustainability of a show.

Another cast of characters.

Content is dethroned. Community now rules.

Content is secondary to the participation it permits. Content provides an excuse for contribution.

Fans are viewing series as just the beginning — source material for action: new worlds, speculation, and memes which they can make and own.

Content → Conversation → Community → Action

Viewers see themselves as the real stars, and their ability to join cultural conversations and communities year-round leads to the longevity of shows.

Channeled Confidence

With entertainment becoming more functional beyond amusement, the decision of what we watch carries more weight. It’s easier than ever to select something that fails us. So, to hedge against perceived risk, we seek absolute certainty.

The scarcity of attention is a myth. What should get more attention however is our incredibly scarce and sacred time.

The majority of people want to know if a TV series will be worth their time before they even commit to the first episode. This finding is up from previous years.

There’s been a +300% increase in visits to r/televisionsuggestions since 2018, while 71% of people believe starting a new TV series is a “commitment” and 62% call it a “relationship”

Finales are the new pilot.

To hedge against the risk, we look to the payoff.

Over a third of TV watchers now wait until a TV season ends before starting so they know if it'll be worth it or not, and mentions “Hidden Gem” in TV suggestion subreddits are up +660%, while “Underrated” is up +205%

Confidence in satisfaction is what converts consideration into a watch, and then ideally into continued subscription.

Your Finale

The ‘Couch Potato’ cliché has officially been killed off.

Viewers today have never been more active nor diligent in their decision-making and participation around IP.

A show’s actors or plot may do some of the selling, but in the end, it’s the psychosocial, cultural, and intangible benefits convincing audiences to watch today.

Quality content without marketing has a chance, but content with perfected cultural-fit marketing is poised for stardom.

When good content is table-takes, marketing becomes the differentiator.

Sourcing: Reddit Internal Data, 2018-2021 (Global)