By Asher Feldman
In fact, according to General Sentiment, average daily web mentions of FXX Network grew more than 389 percent when comparing the days of the marathon as compared to the month preceding the binge. That’s unprecedented growth reflected in blogs, news websites, forums, comment sections, Facebook, Twitter and more.
An increase in chatter, an undeniable change in tonality of conversations, and millions of dollars created in media value during a marathon clearly represents a win for FXX, which plans to continue airing episodes of the multi-generational hit in marathon-style syndication blocks. But FXX’s move in this direction isn’t a new concept, and the success of marathon binge watching events has been replicated since it became clear that binge watching anything inspires huge social reaction, whether via Netflix or on TV.
Take the second season of House of Cards via Netflix. The first week after the Valentine’s Day premiere earned Netflix more than $7.7 million in media exposure equivalence and a 10 percent increase in overall web sentiment about the video platform as binge watchers from around the web attacked the political thriller.
The growing trend spans all types of programming and channels, for instance ABC Family’s Pretty Little Liars, a perennial social media force, used a daylong marathon in June to amp up the social velocity of their season premiere.
And why wouldn’t any network bring a binge watching inspired marathon to their airwaves, when a positive social media impact is so clearly in the cards for networks that fit the needs of today’s TV viewer.
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