Paramount Building Fandoms: Streaming and Social page

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Building Fandoms: How Streaming and Social Media are Growing New Fan Communities 

In today’s digital world, TV and media consumption have undergone massive transformation. While not completely gone, the constraints of appointment television have been lifted, opening the door for audiences to enjoy their favorite serialized shows at their pace - often in epic binge-watching sessions. This shift has changed not just how we watch TV, but also how fandoms are created and sustained.

 

Streaming Services and Changing Viewer Preferences

Streaming services have flipped the script on how we watch TV. According to YouGov, many TV watchers prefer hour-long, serialized shows that are new to them. This setup caters to our craving for uninterrupted, immersive viewing experiences, and offers an opportunity for audiences to connect with a vast library of content they never had access to before.

 

Fandoms: The Heart and Soul of TV Shows

Fandoms have always been the secret sauce behind the success and longevity of TV shows. These dedicated fan groups create a sense of community and belonging, diving into discussions, fan theories, and fanfiction. Shows like “FBI,” produced by Dick Wolf, show how fandoms can drive massive viewer engagement. A 2023 Paramount study found that the show is not only well-known nationwide, but also brings different people together, tackles relevant social issues, and delivers thrilling, action-packed stories.

 

Building New Fans with More Content Availability

Thanks to streaming, it’s easier than ever for new viewers to jump on board to both new and old shows. This accessibility is key to building new fandoms at any time. For example:

 

  1. Binge-Watching: 42% of American TV watchers binge-watch at least half the time they watch TV (YouGov, 2022). This lets new viewers catch up on entire series quickly, joining the fandom without the long wait.
  2. Serialized Content: Serialized shows with story arcs spanning multiple episodes or seasons help new fans dive deep into the narrative world, leading to more active fandom participation.
  3. Community and Discussion: Streaming platforms often have built-in communities where fans can discuss episodes, share theories, and connect with like-minded folks. This social aspect is a powerful tool for keeping interest alive and building new fandoms.
  4. Global Reach: Streaming services have a global reach, allowing shows to gain international fanbases. Shows like “FBI” can reach viewers in different countries who might not have had access through traditional broadcasting. 
     

It’s not just new shows reaping these advantages, time-honored series have gained new fans as the ability to watch and connect with a program has expanded. Recent studies of long-running Paramount programs have shown that many viewers became fans in just the last two years: 

Fandoms and Social Connection  

Fandoms offer more than just a way to enjoy TV shows; they provide a sense of belonging and connection. It’s through fandoms that audiences not only get to explore the content they love most, but also where they bond and develop kinship with people like them.

 

91% agree "that technological advancements (e.g. social media) have made it easier for people to connect with other fans." – Popular is Paramount Study, 2023

 

Creating and sustaining these fan communities involves more than just producing great content. It requires engaging with fans through social media, offering exclusive behind-the-scenes content, and supporting fan events. Social media is a critical lever for keeping fans engaged even during off-seasons. For example, “Yellowstone’s” social accounts gained 2 Million followers (+28%) since its last live airing on January 1st, 2023.  

 

A childhood staple for many Millennials, the Teenage Mutant Ninja Turtles franchise launched a YouTube channel in May 2023, 35 years after the original TV series premiered. The channel’s 317M+ video views and 3M+ subscribers stem from fans new and old, providing parents an outlet to share the enjoyment of a beloved franchise with their own children.

 

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