How platforms and creators influence what you watch on TV

Discovering a new TV show once followed a familiar script: a primetime trailer, a TV guide listing, print, TV interviews or maybe a recommendation from a coworker. Today, discovery happens across social feeds, group chats, creator reactions, memes, and shared cultural moments — making it harder for advertisers to stand out in a crowded streaming space.

New research from Snap, Omnicom Media, and Ipsos shows that TV discovery is a social-driven, creator-powered experience, rather than just scheduled and channel-led. TV remains something we watch and talk about,  but now social signals often play a bigger role in how we discover and engage with it.

An Appetite for TV Streaming

TV streaming is thriving. 60% are juggling five or more services to keep up with the shows they love (and one-third of them are not even sure how many they’re paying for!).

Social Is the New TV Guide

According to the study,  two-thirds of TV viewers say they’re more likely to watch a show after seeing it advertised on social platforms. But ads are only part of the story. Organic social content — posts from friends, family, creators, and other fans — plays a key role in turning awareness into action.

Viewers are also increasingly driven to watch trailers because they see a show trending online or hear about it from people they trust. Social doesn’t just spark interest — it validates it.

This shift has also introduced a powerful emotional driver: FOMO. 41% of TV viewers admit they watch TV shows simply so they don’t miss out on conversations about them. This is 1.6x higher for teens compared to Millennials. Social buzz doesn’t just create awareness; it creates urgency.

Engagement Doesn’t End After Viewing

Watching a show may often be a solo activity, but the experience surrounding it is deeply social. After viewing, nearly half of TV viewers discuss shows with friends or family, or search for similar content. Further, over a third are looking up cast members, or reading reviews. Post-viewing behaviors keep shows culturally alive, making every episode a moment to react, remix, and re-share.

Fan edits, memes, reaction videos, and short-form clips have become a key part of how shows stay relevant in crowded streaming landscapes. Audiences don’t just want polished promotional assets — they want to see how other people feel about a show. Authentic reactions make content feel timely, relatable, and worth prioritizing.

Creator Voices Boost Viewership

The research found that creators are essential guides for viewers and influence every stage of the viewing funnel — from awareness to consideration and conversion. Creators are influential because they are regarded as trustworthy, regardless of their level of expertise. If a creator feels authentic, their opinion carries weight.

Among those who consider creators influential, 71% agree they are more likely to watch a TV show if they see a creator talk about it, and 66% agree that creators convince them to watch a TV show they would not typically watch. These stats are even higher amongst daily Snapchatters and highlight how creators have powerful influence to convert interest into viewership.

Influence Isn’t One-Size-Fits-All

Creator influence isn’t limited to mega-stars with millions of followers. Viewers actively follow a mix of nano, micro, mid-tier, and mega creators for TV content.

Mega creators deliver reach and visibility, helping shows break through at scale. Smaller creators offer intimacy, niche relevance, and credibility within specific communities. The most effective strategies blend both — maximizing awareness while maintaining authenticity.

This layered creator ecosystem mirrors real viewing behavior: Audiences fluidly navigate between large cultural moments and personal recommendations. The strongest TV marketing engages them in both.

Snapchat: Where TV Fandom Comes to Life

In a social-first landscape, Snapchat is where TV discovery and fandom come together. Its real-time, friend-driven design fuels anticipation and fast-moving reactions. 69% of daily Snapchatters have been influenced to watch a TV show after seeing it advertised/featured on Snapchat.

Snapchat’s creative formats amplify this effect. 58% of daily Snapchatters agree that Snapchat allows them to experience a TV show through its engaging formats. Short-form videos, Stories, and creator content make discovery feel fun and effortless. Additionally, over half agree that AR experiences in which they can turn themselves into an element from the TV show makes them excited to watch the TV show.

Key Takeaways for Marketers

• Social platforms guide viewership by driving interest and consumption. Recognizing that fan and friend content can turn a TV show into a TV hit, brands should create social content that taps into the conversations already happening about the show.

• Creators are trusted resources for recommendations and information about TV shows. Studios should lean into having mega and nano/micro-influencer strategies to maximize on both reach and relevance. This has the highest potential to reach net-new viewers.

• Snapchat is where fandom comes to life through its engaging formats and where conversations about TV shows are happening. Studios should meet these audiences where they are, leveraging conversational ad formats like Sponsored Snaps.