Surviving the Cross-Platform Explosion: Lessons from The Walking Dead
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The Walking Dead has been a ratings phenomenon, managing to grow it’s TV viewing audience during its first 6 seasons. The show has also been a major hit at a time when Americans’ viewing habits are changing dramatically. AMC Networks partnered with Vital Findings to understand the impact of these alternative platforms on TV viewing, and how shows can adapt to the new environment. Presented at the Media Insights Conference.
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Surviving the Cross-Platform Explosion: Lessons from The Walking Dead
- 1. 1 Surviving the Cross-Platform Explosion: Lessons from THE MEDIA INSIGHTS & ENGAGEMENT CONFERENCE February 2014
- 2. Nielsen says we’re the biggest show on TV, but what does that mean in a multi-platform world? DVR RERUN SYNDICATION VOD How could we determine the ‘real’ size of The Walking Dead audience, across platforms? Are new platforms hurting or helping linear TV? Are viewers platform-loyal?
- 3. 3 KEY TOPICS • Viewership across seasons • Entry point assessment: first season watched, reasons for first watching • Interest for future seasons • Platform drivers • Current season deep-dive • Fanship and engagement with the show • Conflict viewing assessment • Competitive show assessment • Interest in franchise expansion • Show and content rating • Marketing and promotional assessment Identify the relative importance of paid media, earned media, new platforms, social media, and word of mouth in driving viewer growth Market size the current and potential TWD audience across seasons and platforms and assess opportunity for brand extensions Quantify the relationship between linear TV and alternative platforms KEY OBJECTIVES
- 4. Cross-Platform, Cross-Season Research Design UNIQUE MARKET SIZING + DEEP DIVE METHODOLOGY • Completes + terms weighted to US Census represent total TV content viewing audience • Main study among TWD viewers of any season on any platform Benchmark + tracking BENCHMARK WAVE 2 WAVE 3 Season 4: Spring 2014 Viewership Timeline & Current Platform Viewing Analysis Season 5A: Fall 2015 Current Platform Viewing Analysis Season 5B: Spring 2015 Current Platform Viewing Analysis »»»»»2 waves completed »»»» 1 wave coming up WATCHED 36% AWARE 58% NOT AWARE 6%
- 6. 6 Data Put in Context Using Sons of Anarchy and Mad Men
- 7. TWD has witnessed amazing growth in Nielsen ratings, but what does that mean across platforms? 7 8.9 10.3 13.6 15 18.2 18.7 20Million
- 8. TWD 84% of total viewers entered via Live TV+DVR 8 Base: Wave 1 The Walking Dead Viewers n=1998; Wave 2 The Walking Dead Viewers n=1016 Wave 1: E2A; Wave 2: S16. Thinking about the first episode you watched of The Walking Dead, how did you watch it? LIVETV+DVROTHERS LIVETV+DVROTHERS 10/10 –12/10 01/11 – 09/11 10/11 – 03/12 04/12 – 09/12 10/12 – 03/13 04/13 – 09/13 10/13 – 02/14 04/14 09/14 S5: 10/14 - PRESENT LIVETV+DVR 62% of total viewers entered via Live TV+DVR Linear is still the top discovery platform, but collectively alternative platforms account for 2 in 5 new viewers
- 9. 52% 58% 62% 68% 71% Alternative platforms are used for DISCOVERY, but many then convert to watching live Primary Viewing Platform - Among Viewers of All Seasons-
- 10. Regardless of the season they start with, viewers want to go back and watch from the BEGINNING First Season Watched SeasonWatched S1 S4 S5 S1 S4 S5 49% 34% 81% 31% 70% 69%
- 11. Watching seasons Engaging with comic, games, merchandise, etc. Make plans to watch ahead of time Participating in special events Consider a must-see show Recommending the show to friends Buzzing about the most recent 4 episodes from Season 4 Social media interaction Rewatching Interest in future spinoffs “Super Fans” of The Walking Dead are the Top 10% Most Engaged Viewers Examples of Super Fan Engagement Measures
- 12. 10% of TWD viewers, Super Fans, are the driving force in introducing the other 90% of viewers to the show
- 13. Rewatched season Reasons for rewatching % Recommended I enjoyed the season so much I watched a marathon on TV I introduced a friend/family member to the show and rewatched the season with them To refresh before the new season debuted 46% 34% 21% 32% 58% 46% 42% 37% 98% 71% 75% 39%
- 14. 50% Potential TWD watchers FAN SUPPORT has been so important that it’s actually converting rejectors into potential viewers Rejectors can be convinced: disinterested viewers dropped by 8 points since Season 4 TWD Rejectors 18% TWD watchers 32% Market Sizing: TWD Current and Potential Viewers - Among the Total TV Viewing Audience - -8% +2% +6%
- 15. 64% 37% 31% 28% 20% 18% 17% Friends/family recommendations There was a lot of positive buzz about the show I saw clips/ads that made me want to watch I learned more about The Walking Dead’s storyline There was a lot of press about The Walking Dead I liked all the social media about The Walking Dead Critical acclaim Viewers have changed their mind about The Walking Dead because of friends, family and positive buzz Reasons for Changing Mind About Watching The Walking Dead - Among TWD Viewers Who Said it ‘Wasn’t for Me’ -