We all watch TV. Whether through cable or streaming, there are always tons of options for what shows to watch and sink time into. However, with the sheer amount of content that we have to consume now, TV is facing a deep problem where no matter how good or bad a television series is, the hard part is actually finding it. In this piece, I want to explore the issue of how streaming shows suffer from poor marketing, why algorithms aren’t the solution, and how one network has still kept the dream of good promotion alive.
“Fake Shows”
Picture the scene. You’re on one of the many streaming services we have now. It’s been a few months since you last tuned in but you decide to explore the depths of what this service has in store for you. As you log in, you’re overwhelmed with mountains of content—dramas, comedies, documentaries, etc. There’s so much to watch, yet you haven’t heard of any of these.
This has been a particular issue that many have faced over the past few years as streaming has only grown more in relevancy. Now, I’m someone who claims to have their finger on the pulse when it comes to new arrivals from television. However, all too often now, I’m faced with more and more television series randomly popping up on a streaming service I’m subscribed to, and I have no real idea of what they are—leading to the term “Fake Show” becoming all too dominant in the social media space. One particular culprit of this term has made itself known for a short time now, and that’s Apple TV+.
Television Marketing: Think Different
Ever since its debut in November 2019, Apple TV+ has quickly become one of the central pillars of streaming. From The Morning Show to Ted Lasso and Severance, a steady stream of content has come from the service. They even won the Oscar for best picture with CODA in 2021. In many ways, Apple TV+ has had the type of early start many streaming services have been looking for. With critical acclaim and many nominations under their belt, you’d think things are going swimmingly, right? Well, there’s just one small issue that’s been creeping up on Apple TV+…no one is watching them.
Let’s face it, other than Ted Lasso and, to some extent, Severance, it’s likely that you’ve missed most of Apple TV’s catalog as it released over its four-year run. The thing is, that’s not entirely your fault, either. As accessible as Apple TV+ is as a service and how easy it is to obtain a free subscription, it’s rare that a show on its platform finds success in the form of viewership. Of course, Apple TV+ isn’t the only one suffering from this issue, but what makes their case more heartbreaking is that their content is experientially stronger than the competition for the most part. The thing is, you wouldn’t know that because the marketing is non-existent. Why is that the case? Well, there’s one particular culprit.
Trust the Algorithm
As streaming services figure out what makes viewers tick, the power of algorithms only becomes stronger. Netflix and the many services that followed craft their content based on what people are looking for. There’s a reason why you can tell when a show is designed purely for binging (Stranger Things) or week-to-week consumption (Succession). Television through streaming services, in a way, has become a global form of curation thanks to the algorithm. This has some benefits but also many drawbacks that lead to the work of thousands becoming in danger for one crucial reason. The algorithm simply doesn’t push it in front of the viewer.
In 2022, Monster: The Jeffrey Dahmer Story made headlines as the sudden release of the series caused a wave of buzz within social media. It was, in many ways, the exact show these streaming services were searching for. A binge-able season of television that thrills and shocks the viewer who didn’t know about its existence 30 minutes prior. While this has worked for many shows within Netflix, it’s led to a wider problem where our viewing habits are put in the hands of something that doesn’t truly understand us. Despite the frustrations that this has brought within the age of streaming, there is one champion within television that has found success in keeping it old-school.
It’s Not TV. It’s HBO.
HBO has always been a popular TV network, with shows like The Sopranos, House of The Dragon, and The Last of Us all finding steady success. While they’ve certainly had their misses, they are simply the place to be when wanting to watch the new hit show that’s both trendy and high quality. When it comes to those talks by the water cooler, the conversation is always going to trace back to what aired on HBO on Sunday night.
Part of why HBO has thrived as much as it has in recent years is largely because of the staying power their programming has. While the content within Netflix may find more success in a shorter amount of time, the actual impact it keeps within people’s minds remains far shorter than what a high-quality week-to-week show from HBO can bring. Netflix, in particular, finds itself canceling shows because of its high expectations of success not being obtained. HBO, on the other hand, gives shows the time they need to find success, and for the most part, that’s worked out in their favor.
Final Thoughts
In the end, television marketing has lost a lot of what made it stand out. While it’s easy to find the odd poster or billboard when you’re out and about, many TV shows now rely on the algorithm to make it a part of your viewing habits. This piece is less about television marketing as a whole but more about the unfortunate future we set for ourselves now when the work of thousands is left in the dust because the money required to market just isn’t given. Instead, we’re left in the hands of an algorithm that doesn’t quite get us.
It’s why HBO has been particularly refreshing in recent years. The marketing for their programming (Whether through word of mouth or promotional material) feels like an event, while for other services now, it simply underwhelms or appears nonexistent. Television marketing is becoming a lost art for many. However, this just means it’s now more important than ever for us, the viewer, to seek out shows to give them the attention they deserve. There’s a lot of incredible TV right now for us to consume. We just need to find it.
