Social media and creators drive viewers to TV shows, movies, and games

One factor is finding content. Social media services help solve the problem of discovery that can cause people to go elsewhere for entertainment. For example, 60% of Gen Zs prefer user-generated content videos because they don’t have to spend time searching for what to watch.³ Social media services have invested in reinforcing algorithms that match users with a seemingly endless stream of relevant and personalized content, but this isn’t just another form of TV. Viewers can connect with communities of likeminded users, gaining a sense of belonging alongside their entertainment.⁴

In contrast, many people report difficulties and frustrations with content discovery on SVOD services. And it’s not for lack of trying: Nearly 50% of those surveyed say they spend too much time looking for streaming content to watch. Subscriber retention is critical for SVOD providers, and they should work to show their subscribers a reason to pay for the next month of service. Yet nearly half of respondents overall report they often abandon an entertainment experience because they can’t find what they’re looking for. In 2024, the top six SVOD providers alone will likely spend more than US$100 billion on content.⁵ Viewers can’t watch what they can’t find, so much of that investment may not be maximized.

SVOD providers, for their part, have been investing more in content recommendations systems,⁶ but they should also consider the importance of leveraging social media for discovery and recommendations. Creators of user-generated content often point viewers toward traditional media—as interested observers, genuine fans, and paid ambassadors. More than half (54%) of Gen Zs and millennials believe they get better recommendations for TV shows and movies from social media than from SVOD services. Around a third of consumers—and 59% of Gen Zs—surveyed often watch TV shows or movies on SVOD services after hearing about them from creators online. A similar share say they saw a movie in a theater because they kept seeing conversations about it on social media.

This may be due in part to algorithmic targeting, but it’s also likely buoyed by the buzz and virality that can sweep through social media communities. Engineering buzz is becoming more of a science, and savvy brands are learning to program for hype.⁷

Social media platforms may be competing for time and attention, but they also offer media and entertainment businesses valuable capabilities to promote their own offerings and drive people back to their services. Social platforms and content creators can be a critical marketing channel for streaming services and other media providers: Creators often build viewership with their fans across multiple digital services.⁸ They can help brands and companies access larger and more specific audiences that aggregate around creator channels, and some are even expanding into more traditional media. Some SVOD providers, for example, are now hiring leading online creators as talent for television shows and movies.⁹ SVOD providers aiming to attract and retain more younger subscribers should be thinking about the many ways they can collaborate with popular creators.

Media and entertainment companies should pay attention to video games to understand and leverage social media and creators. Gaming creators and the services they use can help to drive discovery and purchases. Sixty-three percent of Gen Z gamers surveyed find out about new games from live-streamers and content creators on social media, and 56% report they’re more likely to trust a video game publisher if their favorite gaming content creator has promoted a game by that publisher (figure 2).

Key takeaways

• Social platforms: Social platforms are growing competitors to TV and movies with creators working as entertainment “talent.” Platforms should continue to build deep relationships with creators to help retain their creators in the long term.  Platforms can also look beyond competition to work with studios to support the cross-promotion of content through creator collaborations and integrated ad campaigns.
• Content creators: One way content creators can grow their businesses on social platforms is by collaborating with media and entertainment companies. They can engage in partnerships for promoting new content and may have increasingly more options to work as talent in traditional media.
• Streaming services: Streaming services should look to the engagement models of social media services to improve their own content delivery strategies, making a more concerted effort to leverage user data and AI technologies to target content toward individual viewers. Such investments can be a direct line to improve subscriber retention, for example. Streaming providers should also build relationships with creators to generate buzz, build audiences, and potentially source talent. This might require a patient, multiplatform strategy since profitable fandoms can be small. These efforts have the potential to pay off with stronger audience engagement, improved content discovery, and more fans.
• Gaming companies: Creators have long been a channel for promoting gaming titles and generating new fans. Gaming companies are well-positioned to pioneer the way forward by working to understand the nuances of video games and the creators that share and support gaming communities.