Monday, Jun 28th 2021

The race to influence

Commentary

Over the several weeks, leading entertainment networks including ABC, Hulu, and Netflix have announced plans to produce television and streaming content centered on popular social media influencers and influencer culture.

These shows—which include ABC’s American Idol-esque competition #FollowMe; Hulu’s Keeping Up with the Kardashians-like, sister-centric series The D’Amelio Show; and Netflix’s Real World-influenced reality shows The Hype House and Byron Baes—look to captivate the attention of Gen Z and Gen Alpha. By moving in on this content base early, these networks aim to increase engagement over time due to the stick nature of streaming consumption.

Stepping back, it’s long been acknowledged that the lives and whims of consumers are unpredictable and highly malleable. Consumers, especially young consumers, have been influenced by their peers and their heroes since long before social media.

But while the use of celebrities has long been a common playbook for medic companies, the announcement of these influencer-centric shows reinforce the growing trend of businesses using social media content creators to augment their brands and content slate.

We take this as a further clear indicator of the rising power of digital creators to influence not only the social platforms where they build and push their content, but the goings-on of stalwart corporations looking to freshen up their offerings and their audiences.

And as companies continue to develop their marketing strategies, we believe influencers could come to serve the function of a real-time community center, helping to distribute reactive and proactive content for brands to their fanbases.

As of this writing, NFLX was a portfolio holding of Titan. This security may cease to be a portfolio holding at some point in the future.
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