When it comes to TV and movies, each person has their own particular likes and dislikes. Whether the content is classified as sci-fi, slasher, romantic comedy or some combination thereof, the aim of producers is to cater to niche audiences while still maintaining a broad appeal. In the past this has been a difficult equation to balance, generally resulting in some form of compromise: either generate more ‘mainstream’ content or risk losing large chunks of your audience. However, the advent of the internet has been changing the way people pick and choose their entertainment. Particularly social media is having a huge impact on the type of content that is being produced and is helping to identify and shape entirely new groups of audiences.
In collaboration with the minds behind The Curve Report from NBCUniversal Content Innovation Agency, PSFK is investigating the profound impact social media is having on the entertainment industry, and the new types of film and television that are being created as a result.
According to data from The Curve Report, “Twitter penetration has reached a tipping point, with nearly half (44%) of Generation Xers and Ys actively using the platform compared with less than a third (31%) just two years ago.” This change has allowed for a universal and dedicated space for conversation to flourish. Given the activity on the network, traditional programmers have sharpened their social skills and now promote hashtags, engage in viewer conversation, and actively interact with feedback from their audience. Furthermore, sophisticated new social platforms—beyond Facebook and Twitter—are allowing audiences to wield more direct influence over what content gets produced and distributed. The result is that social media has become both a spotlight and an incubator for new programming, illuminating new ideas that traditionally would have flown under the radar, giving them the right environment to grow organically and break into the mainstream.
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