Some shows are certain to become a huge hit. It is easier for familiar titles, such as those with notable names or strong ties already established franchises to reach an audience before an official release. Not every title is the same. “Lord of the Rings: The Rings of Power”Or “Bel-Air,” there’s a sleeper hit like “Abbott Elementary,” “The Bear”Or “The Rehearsal.”
A “sleeper hit” can be defined as the kind of show that catches us by surprise — programs whose popularity grows over time and can ultimately outshine the preordained hits. Even though they are not the most promising of beginnings, the rise of sleeper hits is possible as streaming continues to grow.
Geography matters
New research from Roku — America’s No. 1 TV streaming platform in terms of hours streamed — found that certain states have been bellwethers for sleeper hits. Roku examined seven of the most popular sleeper hits to determine their impact. “Our Flag Means Death,” “P-Valley” “Severance,”There are 10 possible smashes, including “And Just Like That” “Dexter: New Blood.”The company discovered something surprising: The first viewers of the titles that would become popular were not from major entertainment centers like New York and California.
Massachusetts households, for instance, were 67% more likely than the entire country to search for a title in the week following its release. Roku users in Oregon were 57% less likely to search for a title during the first week than those in Illinois (54%). Curiously states in the South were less likely to find a future hit. Users from Alabama, Kentucky, and Mississippi were 30%-40% less likely than others to search for a future hit in the week following its release.
Preordained smashes were the strongest indicators of early success for Western states. Washington householders were 32% less likely to search online for an advertisement. “obvious”Hit: Nevadans were 28% and Californians 24% higher likely to be hit, respectively.
What is the takeaway? The takeaway? Streaming allows for a steady growth of an audience, even though smash hits might attract a larger audience (and more demand) when they debut. And, just because a show fails to gain immediate traction in large, metropolitan areas when it debuts doesn’t mean it’s destined to be a flop. Roku Search data indicates that major cities like New York, Los Angeles and Oregon eventually catch up to Illinois. It only takes a few additional weeks. Because of their ability to catalyze an audience, streaming services may help sleeper shows outperform those that have a larger share of the marketing spotlight.
“This proves the value in marketing a title long after it first debuts,”Julia Mandaville, Roku’s vertical specialist for SVOD, says “Amplifying midseason episodes as the story unfolds and going big at the finale can help capture widespread demand.”
Roku Search data provides a clear signal for marketers to continue promoting shows, regardless of how they performed at the beginning.
“Our findings indicate it’s never too late to promote and build interest in a show,” says Julie McBride, Roku’s senior manager, ad research. “In fact, 78% of Roku users say if they miss the first couple episodes of a show, they don’t feel like it’s too late to catch up. Marketers can use these insights to engage users post-premiere that are likely interested in the title but have yet to watch.”
Breaking Down a Sleeper Hit’s Audience
A show that is focused on a particular profession can have its marketing laser-focused. Streaming platforms allow users to connect with stories that might mirror their work experiences.
Example: Teachers and educators are 154% more likely to look for a job in a household. “Abbott Elementary” the week of its premiere. People who work in realty were 124% more likely search for the same thing. “Selling the OC”Surveyors made the choice for “1883”Psychologists preferred shows like “Severance.”
Marketers can target niche markets by identifying people who are over-indexing search terms for a title earlier or during the prerelease period. This makes promotions more effective.
It is also possible for ethnicity to play a significant part. Native American households were 1,112% more likely than other Americans to search for something. “Reservation Dogs”The week before its premiere, Black households were 31% more likely to search for it. “P-Valley,”For smaller but nonetheless notable patterns “Abbott Elementary” “Bel-Air.”
“Stories that showcase specific occupations or ethnicities are more likely to be in demand early on by viewers who directly identify with the content and characters,”Nicole Cooper is the audience and streaming insights leader at Roku. “Marketers should consider those details when promoting titles to drive early adoption. Roku Search data can also tell us what content is popular today and what will be popular tomorrow. By looking at this type of data, we can identify where trends start, as well as how to utilize data to reach the niche audiences that drive a show’s success.”
The data make one thing clear: Hollywood’s tastemakers may not be who we think they are or traditionally have been. By interpreting content affinity and behavioral data, marketers can better anticipate who their show is appealing to and use that information to incrementally – and steadily – acquire viewers long after the premiere.
September’s Top 10 Searches on Roku
Due to the dominance “Top Gun: Maverick”The blockbuster had an impressive summer box office, so it’s not surprising that it continues to dominate search results in September. But viewers seemed eager to see the beginning of the Halloween season, with three films featuring the theme of Halloween making it into the Top Ten searches. Don’t be too spooked if that number increases next month – pun intended.
1. “Top Gun: Maverick”
2. “Minions: The Rise of Gru”
3. “The Black Phone”
4. “Yellowstone”
5. “Jurrasic World Dominion”
6. “Fall”
7. “Hocus Pocus”
8. “Coraline”
9. “Halloween”
10. “Top Gun”
Keep reading for more information on how marketers can use these insights. Here.