NEWS: How High-End Series Attract Millennial Viewers, Even on Linear TV1 min read
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In the online era, finding global content that wins over younger audiences, and the advertising dollars they attract, poses one of TV’s biggest challenges. Digital savvy under-35s have more entertainment options than any previous generation. For starters, there are Netflix, Facebook Watch and YouTube. But the right show, smartly promoted and distributed, can still cut through, as the international success of epic drama Game of Thrones and formats including Love Island and The Masked Singer have proved. Commissioning millennial-friendly, high-end fare is one way broadcasters are competing with the tech giants.
“‘Game of Thrones’ is a global phenomenon with youth audience on linear TV,” says Julian Aquilina, a researcher at U.K. media analyst Enders. “Every time it returns, the show gets bigger and bigger. Clearly with the right shows you can still attract young audiences. It’s just that a lot more of those shows are being bought up by SVOD services.”
Image credit: HBO
