Infographic of social indicators for renewed shows.

Social Indicators for Cancelled Vs Renewed Shows

There’s a pattern in a show’s social media conversation that indicates when a show (streaming or cable) is more likely to be picked up for future seasons versus cancelled after one season.

In order to find this information, we looked at cancelled and renewed shows for 30 days following their season one premieres.

Infographic of social indicators for renewed shows.

Sustained Social Volume

Renewed streaming shows sustain conversation at a higher rate during the first month after release, with an average 8% drop in day-over-day social volume. Stranger Things, The Umbrella Academy, and The Haunting of Hill House generated just a 1-3% decrease day-over-day. Shows that are more likely to be cancelled have an average >18% decrease.

Geographic Dispersion

  • Renewed streaming and cable shows both have a geographically diverse conversation, meaning buzz from industry hubs New York City and Los Angeles fall below 30% of total chatter. Shows cancelled after one season are more concentrated in NYC and LA, averaging >40%. This Is Us had a NYC and LA average of only 28%.
  • Netflix shows are the most likely to generate broader geographic breakdown, whereas Hulu and Amazon Prime Video average >40% NYC and LA conversation in the release weekend for renewed shows.
  • Renewed shows are likely to over-index in regions like the Midwest and Deep South, as well as markets with a high concentration of African American and Hispanic audiences. Over-indexing in all four is rare and is indicative of “must watch” streaming hits like Haunting of Hill House, Stranger Things, and The Chilling Adventures of Sabrina, as well as shows like Game of Thrones, This Is Us, and Grey’s Anatomy.

Audience Diversity

  • Audience diversity is crucial for network and cable shows. Successful weekly shows are equally likely to generate conversation from both self-described liberals and conservatives as well as parents and teens. For example, 9-1-1’s fan conversation was widespread, spanning across parents, teens, African Americans, liberals, and conservatives.
  • Conversely, streaming shows can find success with niche audiences. For example, Russian Doll and Queer Eye generate the most conversation from specific audience segments (such as LGBTQ+ audiences) rather than broader audience segments like parents and teens.

Fans, Not Noise

Successful streaming shows average >75% of the conversation from unique users (i.e., the conversation consists of a wider audience opposed to a smaller audience that noisily posts about the show repeatedly). For example, Sex Education’s unique users were 81% of total volume.

Fans Create Content

Renewed shows on streaming and cable generate more fan-made media on social. Gifs, photos, and videos each average >5% of all posts about each show.

 

Interested in learning more about this topic or our broader streaming expertise? Please contact us here, and we’ll be in touch!


MarketCast Group Bolsters Executive Leadership Team With Key Hires

Global research and analytics company adds CFO and VP of human resources to support continued expansion and acquisitions.

Los Angeles, Calif. — June 18, 2019 — MarketCast Group, a leader in research, consumer insights, and analytics serving the media, entertainment, and lifestyle industries worldwide, announced today that it has expanded its executive team with the addition of Mike Goddard, who joins as chief financial officer, and Tracy Behzad, who joins as vice president of human resources.

 

“We are excited to add these two accomplished executives to our team,” said MarketCast Group CEO Henry Shapiro. “Mike and Tracy’s robust and well-rounded experiences as leaders in their fields provide us with further operational excellence required to accelerate our growth trajectory and solidify our position as an employer of choice.”

Goddard brings ten years’ experience in the CFO role and a proven track record of delivering exceptional financial and operational results. Goddard worked at Thomson Reuters for 15 years in multiple finance functions including treasury, investor relations, and transfer pricing before assuming his last position as CFO for Elite, an enterprise software business based in Los Angeles. Goddard previously held roles at Goldman Sachs and PricewaterhouseCoopers. He earned a bachelor’s degree in economics and journalism from Syracuse University and an MBA from the MIT Sloan School of Management.

“MarketCast Group has an exceptional foundation and a long-standing leadership position in media and entertainment insights and analytics,” said Goddard. “It also has a compelling strategic vision to expand organically and beyond, and I’m looking forward to contributing to the evolution of the company.”

Tracy Behzad has held a number of executive human resources roles spanning a career of over 25 years, most recently as VP of human resources at Bay Dynamics in New York City. During her career, Behzad has had extensive experience operating in dynamic and rapidly growing organizations, helping them set up the systems, policies, and programs required to succeed and scale in the midst of change. Behzad has a bachelor’s degree in economics from the University of California, Berkeley.

“I am delighted to join MarketCast Group, an organization that truly values its team members and strives to be a place where everyone is able to excel,” said Behzad. “I’m excited to be a part of the next chapter of this dynamic business.”

Goddard and Behzad will be based out of MarketCast Group’s headquarters in Los Angeles but will work closely with all of the company’s executive teams throughout its network of offices worldwide.

 

About MarketCast Group

MarketCast Group consists of four integrated consumer insights businesses: MarketCast, Insight Strategy Group, Fizziology, and Turnkey Intelligence. These companies work in collaboration to apply the power of data, technology, and proven innovation to get at the heart of how consumers think, shop, and entertain their passions. Established in 1987, MarketCast is a leading provider of marketing research services and data analytics servicing the global entertainment industry. Acquired in 2015, Insight Strategy Group is a consumer research and strategy agency that leverages deep social science expertise to fuel brand growth, new product introductions, and service and content innovation. Fizziology, acquired in 2017, is a provider of social research and analytics that uses real-time global conversation to create actionable insights for marketers and creators. Acquired in 2018, Turnkey Intelligence is a business intelligence provider in the sports industry, offering best-in-class research and advisory services to sports leagues, teams, venues, and brands. Together, these companies equip clients to engage consumers and fans, manage and grow their brands, launch new products and services, expand consumer reach, and maximize business outcomes. MarketCast Group is a portfolio company of Kohlberg & Company, a leading private equity firm headquartered in New York.

 

Press Contact
Jenny Matkovich
jenny.matkovich@mcastgroup.com
323.553.2804


John Batter Joins board of directors at marketcast group

MarketCast Group welcomes media and entertainment veteran John Batter to its board of directors

Los Angeles, Calif. — June 13, 2019 — MarketCast Group, a leader in research, consumer insights, and analytics serving the media, entertainment, and lifestyle industries worldwide, announced today that it has added John Batter to its board of directors.

“We’re pleased to welcome John to the MarketCast Group board,” said Henry Shapiro, MarketCast Group CEO. “Not only has John successfully led complex organizations through rapid growth periods, he’s also a seasoned expert in some of our most important markets and adjacencies.”

John Batter Joins board of directors at marketcast group

With the addition of Batter, MarketCast Group adds a media and entertainment veteran with extensive experience in building businesses organically and through acquisition. Batter was most recently CEO of Gracenote, the digital and data segment of Tribune Media Company, which he built into the world’s largest entertainment metadata services and technology company through the acquisition and integration of seven companies before selling the business to Nielsen in 2017. He was also CEO of M-GO, a joint venture between DreamWorks Animation and Technicolor; president of production for DreamWorks Animation; and a senior executive at Electronic Arts. Batter earned a bachelor’s degree in history from the University of California, Berkeley and an MBA from the USC Marshall School of Business.

“I’m delighted to be supporting the team at MarketCast Group,” said John Batter. “As the pre-eminent platform for media and entertainment insights and analytics, MarketCast Group is uniquely positioned to extend into related sectors and offer expanded capabilities across all end markets. Some of that effort is well underway organically, and some can be accelerated through targeted acquisitions. I’m here to help on both fronts.”

With Batter’s expertise, MarketCast Group is well positioned to continue the company’s growth trajectory while expanding its capabilities.

 

About MarketCast Group

MarketCast Group consists of four integrated consumer insights businesses: MarketCast, Insight Strategy Group, Fizziology, and Turnkey Intelligence. These companies work in collaboration to apply the power of data, technology, and proven innovation to get at the heart of how consumers think, shop, and entertain their passions. Established in 1987, MarketCast is a leading provider of marketing research services and data analytics servicing the global entertainment industry. Acquired in 2015, Insight Strategy Group is a consumer research and strategy agency that leverages deep social science expertise to fuel brand growth, new product introductions, and service and content innovation. Fizziology, acquired in 2017, is a provider of social research and analytics that uses real-time global conversation to create actionable insights for marketers and creators. Acquired in 2018, Turnkey Intelligence is a business intelligence provider in the sports industry, offering best-in-class research and advisory services to sports leagues, teams, venues, and brands. Together, these companies equip clients to engage consumers and fans, manage and grow their brands, launch new products and services, expand consumer reach, and maximize business outcomes. MarketCast Group is a portfolio company of Kohlberg & Company, a leading private equity firm headquartered in New York.

 

Press Contact:
Jenny Matkovich
jenny.matkovich@mcastgroup.com
323.553.2804


two millennial girls hanging out

Redefining Success: From “Winning” to “Thriving”

two millennial girls hanging out

How Millennials and Gen Z Have Grown Up and Changed Over the Past Six Years

What does success look like? Among Millennials and Gen Z, the answer is evolving — and brands need to keep up with those changing definitions in order to stay relevant to these important consumer cohorts.

Millennials and Gen Z are growing up through youth and young adult life stages, and their attitudes and values are rapidly changing as they experiment and explore. When looking back at one of our proprietary studies on this group from 2013, our interest was piqued to find out how their attitudes towards life, success, and brands may have shifted since then. Taking a longitudinal view helps us unpack what is timeless (part of growing up) vs. timely (informed by current culture and societal shifts).

What was striking was how much the definition of success had evolved among Millennials and Gen Z in little more than half a decade. We have witnessed a definitive migration from an emphasis on “winning” to an emphasis on “thriving.” And that has profound implications for any brand seeking to understand and connect with younger consumer groups.

 

Happiness: Then and Now

We had two primary goals. We looked at how Millennials and Gen Z were changing as they moved into different life stages. And we explored whether there were more macro changes happening outside of life stage — in other words, generational culture shifts that are not explainable simply due to the organic growing-up process of a generation.

info on responses of Millennials and GenZ

One constant stood out — the overarching importance of personal happiness. It remains the #1 agreed upon metric for determining success. A large majority of Millennials and Gen Z see happiness as the primary life goal. And these numbers also correspond closely to the value placed on achieving professional success. But when we looked at what provides that happiness and defines success among these cohorts, we found some notable shifts from the last time we looked.
infographic on what millennials and genz value

While happiness was consistent across our data sets, the numbers had changed markedly on other key factors such as friendships, money, being well-liked, and “who I’m dating/married to.” A couple of examples demonstrate the shift away from “winning” in life, career, and love.

Money as a metric of success dropped 15%

While still VERY important, we are seeing more skepticism among these young groups over whether they will be able to achieve the “American dream” for themselves. Most of those surveyed are concerned that the money they do have won’t last, and Millennials especially are handicapped by student loans.

Who I’m dating/married to as a metric of success dropped 39%

When we ask whether finding a soulmate was something keeping them up at night, the answer today is “No, it is not!” This tracks with other research that shows less pressure to settle down and an increased focus on self. This trend is even more pronounced for women — a clear social shift against the backdrop of the #MeToo movement, women’s marches, and the growing power of the female voice.

Millenials and Gen Z are particularly self-aware of these changes. While every generation feels that they are different from those who preceded them (it’s part and parcel of generational consciousness) the feeling is especially pronounced among Millennials and Gen Z and has grown over the past six years. Fully half of Millennials and Gen Z believe that achieving success looks different now than it did for past generations — that’s up 31% from 2013.

 

So What DOES Success Look Like Today?

We’ve seen a number of factors that have declined in importance. What has risen to the top?

Our 2013 data painted a picture of success that was more externally focused — about “winning” and socially recognized status. The 2019 definition of success suggests a more comprehensive and balanced view. It’s more about “thriving” overall and a greater desire for wider positive social impact. When asked about the definition of success:

  • 87% noted “doing good in the world”
  • 82% referenced living a healthy and balanced lifestyle
  • 75% talked about “doing it all”

Among Millennials and Gen Z, there’s a notable movement in the direction of self-care, care for the world around them, and the alignment between the two. At the same time, there’s an eagerness to fully realize the potential of the self and to take advantage of all the world has to offer.

 

What Does This Mean for Brands?

Brands have only grown in importance for Millennials and Gen Z. More than half said that they care about brands — a 34% increase from 2013! An impressive 83% said that they are loyal to their favorite brands.

What’s more, the brands that are best positioned to win among Millennials and Gen Z are those that help enable the kind of success that matters to these young people now. That means doing good. Brands need to stand for something authentic and give consumers a halo to tap into.

It’s also about enabling a healthy lifestyle. Brands need to empower positive habits across body, mind, and soul. And finally, brands can play a supporting role in “doing it all” — helping consumers embrace convenience and seamlessness as they try to fit ever more into each day.

The overarching question for a brand seeking to engage Millennials and Gen Z is this: What are you doing to help them feel successful in an increasingly complicated world? In particular, do you have a clear social purpose? Are you tapping into the positive health and wellness movement? Are you solving day-to-day tensions and pressures? The brands that answer “yes” will play an even greater role in how Millennials and Gen Z envision and achieve success as they grow.

 

We’d love to share more about how our unique expertise and solutions can help your business move forward. Drop us a line here, and we’ll be in touch!


OTT Providers Expected to Bid for Live Sports Over Social Media Companies

1. Who will more aggressively bid on live sports

OTT content providers (Amazon Prime, Netflix, etc.) – 77%
Social media companies (Twitter, Facebook, etc.) – 19%
Not sure / No response – 4%

2. Who is the face of the US Women’s National Soccer Team?

Alex Morgan – 48%
Carli Lloyd – 8%
Megan Rapinoe – 6%
Ali Krieger – 2%
Tobin Heath – 2%
Other – 1%
Not sure / No response – 33%

3. Which of the following will be the biggest sports business story related to this summer’s FIFA Women’s World Cup?

USWNT lawsuit over equal pay – 45%
TV ratings and coverage – 26%
Marketing campaign for the 20th anniversary of the 1999 US Soccer team’s win – 8%
Attendance figures – 5%
Sponsor activations and impact – 1%
Not sure / No response – 15%

4. How does the USWNT lawsuit against US Soccer over equal pay affect your interest in the World Cup this summer?

More interested – 11%
No effect – 74%
Less interested – 11%
Not sure / No response – 4%

5. Recently several MLB teams introduced subscription-based season ticket plans that guarantee standing room only tickets (with options to upgrade) to all home games in the season for an affordable flat monthly fee. The tickets are available only through the team’s mobile app and can’t be transferred or sold.

Would you consider this a good or bad deal from the perspective of fans and teams?

6. In which of the following leagues is the subscription-based ticketing plan concept most likely to become popular next?

MLS – 44%
NBA – 19%
NFL – 15%
NHL – 11%
Not sure / No response – 11%

7. What is the biggest benefit to teams rolling out subscription-based season ticket plans?

New / younger fan development – 50%
Ancillary gameday revenue (concessions, parking, merchandise) – 17%
Fan behavior data (fans get their tickets only through the team’s mobile app) – 16%
Ticket sales revenue – 11%
Not sure / No response – 6%

8. What effect, if any, do subscription-based ticketing plans have on the value of regular season ticket plans?

Its potential impact is overblown – 40%
It will have a groundbreaking effect – 29%
Not familiar with 5G technology – 18%
Not sure/No response – 23%

9. Which of the following professional leagues is doing the best job of supporting the development of its sport at the youth level?

MLS – 31%
MLB – 24%
NBA – 20%
NHL – 8%
NFL – 6%
Not sure / No response – 11%

10. What is the biggest benefit of youth sports participation??

Social skills development – 43%
Work ethic development – 34%
Exercise – 22%
Pursuit of a college athletics / pro sports career – 0%
N/A – there is no benefit – 1%
Not sure / No response – 0%

11. Which of the following areas of oversight most causes DI Athletic Directors to lose sleep?

Compliance – 42%
Student athlete behavior – 26%
Fundraising – 25%
Student athlete graduation rates – 2%
Not sure / No response – 5%

12. How many years does it typically take a new Athletic Director to change the culture of the program he/she takes over?

1 – 6%
2 – 33%
3 – 45%
4 – 7%
5+ – 3%
Not sure / No response – 6%

13. The lack of diversity among DI Athletic Directors is more pronounced when it comes to…?

Gender – 56%
Race / ethnicity – 26%
Not sure / No response – 18%

14. How do you expect the NFL Draft to fare next year in Las Vegas compared to the success of the event in Nashville in 2019?

More successful – 37%
As successful – 47%
Less successful – 14%
Not sure / No response – 2%

15. What will be the effect of the controversy surrounding the 2019 Kentucky Derby winner on the public’s interest in the other two Triple Crown races this year?

Negative – 51%
No effect – 25%
Positive – 19%
N/A-not aware of the controversy – 2%
Not sure / No response – 3%

16. Thinking about your own particular business, what best describes your confidence level regarding the next 12 months for your own business?

7 – Extremely optimistic – 10%
6 – Very optimistic – 37%
5 – Somewhat optimistic – 35%
4 – Neither optimistic nor pessimistic – 8%
3 – Somewhat pessimistic – 7%
2 – Very pessimistic – 3%
1 – Extremely pessimistic – 0%
Not sure / No response – 0%

The Turnkey Sports Poll is a monthly survey of 2,500 sports industry executives representing teams, leagues, governing bodies, facilities, media, events, agencies and brands. The poll covers current events and topics affecting sports business and takes 2-3 minutes to complete. Results are published in the SportsBusiness Journal and on Turnkey’s website. To be considered as a TSP panelist, please click here and enter your business contact information.