Agatha All Along - A Social Listening Snapshot

Two weeks into the show airing I ran some preliminary analysis on the newest MTU show Agatha All Along, these are my findings.

Transcript

1. A social listening snapshot
2. We’re only two weeks and three episodes into the show, but I wanted to understand what the social landscape around the latest Disney/Marvel show is. This is top line data gathered from search/TV analytics and social - it’s not a full report. I like to look at the beginning and end of the season to see how the audience changes over time and through word of mouth.
3. I wanted to keep this search simple so I just looked for mentions of the full hashtag and full show title. SInce the beginning of September we tracked 755k mentions across all social. 150k of those mentions were from the US. US UK Mexico Spain France India 0 50000 100000 150000 200000
4. So how popular is the show? Well, it’s currently the top original show over the last 7 days on the Disney Channel in the US. But in terms of overall TV shows on Disney, it comes in fourth - it’s actually Gravity Falls that’s the top show on Disney this week.
5. And in the UK? Similar story, it’s the top rated original, however here it’s a little more popular as the third ranking overall tv show, falling only behind Bluey and Walking Dead.
6. Tw itter YouTube Reddit TikTok Facebook Instagram 0 100000 200000 300000 400000 500000 Despite the move away from Twitter with regard to entertainment content over the last year, we’re seeing Twitter emerge as hugely dominant in terms of volume of mentions. Twitter loves Agatha chat
7. I was hoping that because this is a very female focused show, with an older than average cast the audience conversation might reflect that. It’s probably the most female audience I’ve ever seen for a Marvel show, but it is still male dominated. User interests show that this is very much still a Marvel fanbase despite the subject matter.
8. Looking at the hashtag crossover between #AgathaAllAlong and other hashtags on TikTok over the last fortnight, it’s clear that this the conversation is focused on the MTU. However, there’s a 7% crossover with Wiccan indicating that there are at least some witches watching the show!
9. The overall conversation talked a lot about the characters, the actors playing them, and there were also thousands of mentions of how this was the ‘gayest Marvel project’. This was used both as a positive and a negative. The overall sentiment was largely either positive or neutral, with the negativity happening largely on YouTube.
10. The conversation on TikTok was much more international (language wise), and more positive, with 15% of the content ranked positive and less than 3% negative. TikTok was the most inclusive conversation and they really, really, LOVE Aubrey over there.
12. Current TikTok hashtag view stats are as follows: #AgathaHarkness: 1.9B views #AgathaAllAlong: 877.3M views #KathrynHahn: 551.6 M views #AgathaHarknessEdit: 131M views and #AgathaHarknessEdit is trending with 2.8 million views just yesterday. This is testament to the power of the fanbase, because an ‘edit’ sits somewhere between and fancam and a gifset and involves much more work than just talking to camera.
13. As usual, drop me a DM if you wanna chat trends, strategy, culture, or anything spooky.