“Non-premium video can't hold... to TV's scale," said Toby Byrne, Fox’s President of Advertising Sales, at their Upfront this afternoon in New York City.
Byrne highlighted the difference in viewership on TV and YouTube, noting that a YouTube celebrity has an average audience of 1,620, while a nationally broadcast TV event, like the World Series, draws in close to 14 million views. “Using YouTube’s math, that World Series game would translate to 6.8 billion views. That makes the World Series quite a bargain,” Byrne joked. He stressed the difference between digital, which has unique viewers, and television, which has an average audience and ratings. Additionally, he mentioned that millennials spend 80% of their video time watching TV.
— Natan Edelsburg (@twatan) May 17, 2016
Fox also announced that they have the most watched TV shows on VOD, triumphing over other networks from Disney, NBCU and AMC.
Fox announced that National Geographic (NatGeo) is their #1 social brand, garnering over 1.6 billion social media interactions. NatGeo is also the largest TV network on Facebook, and the #1 non-celebrity brand on Instagram.
Fox described that there were close to 33 million Snapchats about Empire, making it one of the most significant TV shows on Snapchat. Scream Queens and The X-Files were their most talked about shows on Twitter. The Simpsons and Family Guy, the biggest shows on Facebook.