Global streaming trends and how Twitter is driving viewership

For streamers, the combination of content and conversation enhances streaming experiences. With a built-in watch party on the timeline, streamers can chat and debate before, during, and after their favorite shows, covering everything from the latest happenings to viral moments.

For others, timeline conversations encourage people to join new communities and watch content they haven’t seen. This type of conversation naturally sparks interest, and for studios, that interest can mean listening as streamers seek to stay up to date with the most talked about movies and shows. This gives studios a unique opportunity to be part of the conversation and deepen the connection with audiences.

2. Make a real connection with the fans.

Twitter is the thread connecting communities around real-time entertainment. With over 250 million tweets and 37 million single authors mentioning streaming-specific content over the past year, it’s easy to see that Twitter isn’t just the platform where fans dive deeper into the shows and movies they love, it’s is also the platform where users discover new content. About 51% of US Twitter users discover TV shows on social media and US Twitter users are more likely to use social media as a means of discovery, compared to users of other leading social media platforms. Additionally, 72% of Twitter respondents say Twitter makes them feel like part of an online community. Twitter’s timeline lends itself as a place where cultural moments can — and do — happen.

This method of discovery is only preceded by recommendations from friends and advertisements on the streaming platform itself.

3. Conversation equals success. In a crowded global streaming market, studios must find new ways to reduce noise. And for the entertainment industry, we know the power of conversation on Twitter drives listening. Exposure to conversation and paid media generates on average 1.5 times higher viewership compared to studio paid media alone. And Twitter is by far the most effective way to generate conversations with a conversational impact ratio of 4:1 compared to TV, print, display and other major social media.

Streamers start out as viewers, but when a studio can organically foster authentic connections with those viewers, they quickly become fans. And fans create communities that thrive on Twitter. This is where the lasting value lies.

¹ YouGov RealTime poll commissioned by Twitter, March 11-April 4, 2022. “Which of the following types of content do you watch most often via streaming services” (SINGLE SELECT). Active Twitter users. UK n=733, SP n=454, CA n=292, BR n=296, US n=473, ID n=1137, MX n=334, FR n=166, JP n=421

² YouGov RealTime survey commissioned by Twitter, March 11 to April 4, 2022. “Which, if any, of the following streaming services have you ever watched content on? This includes services you subscribe to and services whose content you have watched. Selected at least 2 (64%) or at least 3 (50%) options. Active Twitter users. UK n=733, SP n=454, CA n=292, BR n=296, US n=473, ID n=1137, MX n=334, FR n=166, JP n=421

³ YouGov RealTime survey, March 11-April 4, 2022. “Which, if any, of the following streaming services have you watched content on?” This includes services you subscribe to and services whose content you have watched. Selected at least 3 options. Active Twitter users, n=211. Users of non-Twitter social networks (Facebook, LinkedIn, Pinterest, Tumblr, Instagram, Snapchat, Reddit, WeChat, Qzone, Meetup, Weibo, Tiktok OR YouTube). Active Twitter users. UK n=733, SP n=454, CA n=292, BR n=296, US n=473, ID n=1137, MX n=334, FR n=166, JP n=421.

⁴ Twitter internal data (semantic core). Global Tweets (including RTs) from 07/30/2021 to 07/25/2022. Accessed July 2022.

⁵ YouGov profile data. Question: Ways to discover new TV shows (select all that apply). Only U.S. Accessed March 11 to April 4, 2022.

⁶ YouGov profile data. Question: Ways to discover new TV shows (select all that apply). Only U.S. Accessed March 11 to April 4, 2022.

⁷ Twitter Insiders, US only, October 21-28, 2020, n=167

⁸ Source: Samba, commissioned by Twitter, TV Tune-In, April 2020-June 2022. United States. N=162

⁹ Source: Twitter Meta-Analysis: Measuring the Impact of Earned Conversation, Neustar MMM (2019)

About Shelly Evans

Check Also

Valkyrae’s Biggest Regret Isn’t What You Expected

Asked about her biggest professional regret, Valkyrae had a ready-made answer. While some viewers might …