Viewership for major award shows isn’t what it used to be, especially among younger viewers, but the effect of nominations on viewership remains strong.
The Emmy Awards will be broadcasting soon, and new research from Roku – America’s number one TV streaming platform by airtime – highlights the potential of the nominations to appeal to audiences who might skip a particular show entirely.
Although some would argue that the Emmys are a relic of the era of linear-dominated television, they still have an undeniable influence on both first-generation live audiences and traditional viewers. Nominations and scores matter—providing validation, of some sort, to viewers who might otherwise pass on the show. A program on the receiving end of either can find new audiences, often outside the initial demographic.
This dynamic presents a great opportunity for marketers. Recent data shows that 25% of Roku users say they sign up for a service because it has had at least one live event that they want to watch. In terms of award nominations, roughly the same number said they would consider watching a new TV show because it received positive reviews.
“There is a generational gap when it comes to award shows,” says Nicole Cooper, Senior Leader, Audience Insights for Roku. “Younger audiences have outgrown many of the shows that appealed to older demographics while on air, but after being nominated for an Emmy, they were more inclined to look for it.”
2022 Possession Habits
The 2022 Best TV Show nominations show how the awards are helping to attract new audiences. As the new episodes aired, Roku data showed that the average weekly search volume was higher among one of two demographic groups — either people 18-34 or people over 55 — than the broader 18-plus audience. But during the week of the Emmy nominations, the weekly searches for the other demo went up, sometimes quite significantly.
In other words: Roku users are more likely to search for shows that appeal to their demographics as on-air episodes, while Emmy nominations bring a wider audience to search.
“Euphoria,” for example, the Gen Z drama that has become a social sensation, saw a 35% increase in searches among older audiences after receiving 16 nominations. Similarly, searches for “Atlanta” and “The Ms. Pat Show” (both shows with large numbers of people aged 18-34) saw a 25% and 51% increase, respectively, in viewers over 55 years old, respectively. after their nominations.
The formula works inversely as well. Shows that initially attract older adults, see a significant rise among the 18-24 group as they garner Emmy nominations.
Hacks, which were initially most popular among users over 55, saw a 62% increase in searches among younger audiences. Station Eleven’s stock is up 64%. Unarmed: American Crime Story saw search volume increase 85% among 18-24 year olds after its five nominations.
How marketers can benefit from year-round award offers
For marketers, the immediate post-filter period is an opportunity to engage with age groups other than the target audience, which can lead to more signups. It is also a golden opportunity to cross-promote other shows that may attract viewers other than the target audience – whether they are young or more mature.
And when it comes to taking photos of younger demographics, late night is the perfect time. Roku data finds that Generation Z viewers are most accessible in the late evening, with 53% streaming during a weekday overnight. This is the perfect time to promote Emmy-nominated content.
By using this surge of interest in research to attract a wide variety of subscribers throughout the year, streaming services can expand their fan base, increase viewer engagement, and, perhaps most importantly, boost the odds of a series succeeding in a later season. .
says John Mirkin, Roku’s Senior Director, Media and Entertainment Analytics. “There is an opportunity to capture both types of viewers, albeit at different moments. Marketers who rely on both will increase their audience.”
Top 10 Searches in July on Roku
The looming end of summer saw families spending quality time together before the kids went back to school, with six of the month’s top 10 searches targeting younger audiences.
Once the children fell asleep in bed, parents treated themselves to more mature programs – from spy dramas to science fiction to contemporary Westerns.
#1 – “The Old Man”
#2 – “Bad guys”
#3 – “Minions: Puppy Rise”
#4 – “Sonic the Hedgehog 2”
#5 – “Alone”
#6 – “SpongeBob SquarePants”
#7 – Yellowstone
#8 – “Jurassic World Sovereignty”
#9 – “Spider Man: No Way Home”
#10 – Paw Patrol