We are looking at Nielsen’s social content ratings of the week of May 13 to 19 in order to get a good sense of which social platforms are the best tool to engage with viewers and to learn where audiences are, what they’re watching, and what they’re saying.
On Sunday night, Game of Thrones set an HBO ratings record as 19.3 million viewers tuned in to watch the series’ final episode in the U.S. After 9 years since season 1, fans all over the world watched the ending of the TV show that some say ushered the new Golden Age of television.
HBO reaches fans at home through HBO and HBO Latino, as well as through its OTT Streaming Service HBO Go. It has inspired Netflix, Apple, and Amazon to look for “their own Game of Thrones” show, with mixed results. Even HBO has ensured dollars keep coming in and has planned up to five spin-off shows.
Most Game of Thrones viewers are millennials, as research shows. The show is a great case study in marketing for this generation, as it has managed to build a powerful brand via strong community building, strategic content marketing, and appropriate use of channels and resources.
Interestingly, most interactions about Game of Thrones happen on Twitter, and this is directly related to the fact that most Twitter users are millennials. Data shows 80% of Twitter users are millennials; in fact, a study about online behavior shows, together with Facebook, it’s one of the only social networks that have survived from the list of platforms they used 10 years ago.
According to Nielsen’s Weekly Social ratings, Game of Thrones has been on the top three shows with most interactions on social media since the 8th season started. The series finale generated 7.4 million interactions, and 7.2 million took place on Twitter. This accounts for 32% of interactions about the top 10 TV episodes of the week.
When we look at the rest of the shows on the top 10, we find that most interactions happen on Instagram. On spots two and three respectively, American Idol generated 4.5 million interactions (80% on Instagram) and the NBA Draft Lottery generated 2.8 million (64% on Instagram).
See the rest of the top 10 shows of the week below.
Game of Thrones
2019 NBA Draft Lottery
The Big Bang Theory
The Late Show With Stephen Colbert
WWE Monday Night RAW
Unraveling the Mystery: A Big Bang Farewell