1.
Viceland Audience Case Study
Finding the target audience
CHARLOTTE VANG/ RESEARCH SERVICES

2.
Setting the
scene

3.
Setting the scene
• Vice had recently launched a TV channel in the US &
next step was to launch it in the UK

4.
Setting the scene
• Vice had recently launched a TV channel in the US &
next step was to launch it in the UK
• The client had an idea that their audience were
“millennials”

5.
Setting the scene
• Vice had recently launched a TV channel in the US &
next step was to launch it in the UK
• The client had an idea that their audience were
“millennials”
• Brandwatch set out to find out:

6.
Setting the scene
• Vice had recently launched a TV channel in the US &
next step was to launch it in the UK
• The client had an idea that their audience were
“millennials”
• Brandwatch set out to find:
• Who is the target viewer of the new
channel and what interests them?

7.
Setting the scene
• Vice had recently launched a TV channel in the US &
next step was to launch it in the UK
• The client had an idea that their audience were
“millennials”
• Brandwatch set out to find:
• Who is the target viewer of the new
channel and what interests them?
• Can we learn anything about how we
best reach them?

8.
Narrowing the
search

9.
Narrowing down the search
Millennials
“21st Birthday next week!”
“Can’t believe I’m nearly 30”
“Student at Uni. Southampton”
“Moving out of my parents house”

10.
Narrowing down the search
UK Vice Readers
Shared links to Vice articles in
past 6 months

11.
Narrowing down the search
US Viceland Viewers
Shared Viceland content or discussed
the channel/shows since launch

12.
Narrowing down the search
µ
UK general population benchmark

13.
Narrowing down the search
?
Potential UK
Viceland Viewers
Overlap/neighbouring
behaviours & preferences of
three related groups.
Differentiated from the general
population.

14.
Profiling the UK
Viceland viewer

15.
Comparing the segments
General Public Millennials Vice ReadersPotential UK Viceland Viewers

16.
On social, a UK Viceland viewer is more likely
to…
General Public Millennials Vice Readers
Potential UK Viceland Viewers

17.
…Be male
UK Viceland viewers are more likely to…

18.
…Be male
47%
62% 66%
53%
38% 34%
0%
20%
40%
60%
80%
100%
UK millennials Vice Readers UK Viceland Viewers US
Male Female

19.
…Be an older male
47%
62% 66%
53%
38% 34%
0%
20%
40%
60%
80%
100%
UK millennials Vice Readers UK Viceland Viewers US
Male Female
62%
38%
Older millennials (25-34)
Younger millennials (16-24)
Age Bracket for UK Millennials
engaging with Vice content

20.
UK Viceland viewers are more likely to…
…have more mainstream interests than the core
Vice reader

21.
Interest Millennials Vice readers
Sports 15% 12%
Music 12% 12%
Family & Parenting 10% 6%
Food & Drinks 8% 8%
Books 6% 9%
Games 6% 5%
TV 8% 3%
Fine arts 4% 6%
Movies 5% 5%
Technology 2% 4%
Politics 2% 7%
…have more mainstream interests than the core
Vice reader

22.
General
…have more mainstream interests than the core
Vice reader
Millennials Vice readers

23.
…Be interested in cult drama shows, but not as
strongly as the core Vice reader.
UK Viceland viewers are more likely to…

24.
53%
15%
28%
4%
General
Drama Entertainment Reality Shows Sitcom
56%
12%
28%
4%
Millennials
62%12%
21%
5%
Vice
Readers
…Be interested in cult drama shows, but not as
strongly as the core Vice reader.

25.
“ Guilty pleasure time #MIC
#MadeInChelsea
@E4Chelsea @E4Tweets ”
“ Made in Chelsea has been
my guilty pleasure for a
good few years now ”
“ Daughter and I are
watching #MadeInChelsea
(our guilty pleasure) -
watching them dine. We're
like 'fill up mi plate nuh!’ ”
“ The guilty pleasure is back
😄 #LoveIsland ”
…Consider reality TV a guilty pleasure

26.
…Share positive opinions of a TV show online
UK Viceland viewers are more likely to…

27.
…Share positive opinions of a TV show online
General
negativity
22%
Millennial
negativity
21%
Vice
negativity
23%

28.
…Share positive opinions of a TV show online
General
positivity
53%
Millennial
positivity
50%
Vice
positivity
43%
General
negativity
22%
Millennial
negativity
21%
Vice
negativity
23%

29.
…dual screen and to post online in anticipation of
upcoming shows.
UK Viceland viewers are more likely to…

30.
1.0x
5.6x
5.2x
0.0
1.0
2.0
3.0
4.0
5.0
6.0
General Millennials Vice readers
LIKELIHOODTOSHAREONLINE
Ratio of “watching” conversation
…dual screen and to post online in anticipation of
upcoming shows.

31.
General Millennials Vice readers
…dual screen and to post online in anticipation of
upcoming shows.

32.
Using the
research
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM

33.
Potential strategies
On-screen pop-ups

34.
On-screen pop-ups
Gaming programmes
Potential strategies

35.
On-screen pop-ups Focus messaging
Gaming programmes
Potential strategies

36.
On-screen pop-ups
Gaming programmes
Focus messaging
Widen
demographics
Potential strategies

37.
Now you know