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#AloneTogether: Culture in the Time of Covid-19 examined the top 10 trending Twitter topics in the U.S. every day from March 16 through April 26 at 9:30 p.m. and 11 p.m. ET, looking at both direct (official hashtags of shows, sports content or news programming) and related (associated topics such as individual players, show characters, celebrities and specific news references) data.
VAB said that during the six-week period it studied, content from more than 59 video platforms and networks cracked the top 10 trending topics on Twitter, with more than 140 individual pieces of video content doing so.
At least one video-related topic trended on every day of the analysis period, covering genres including scripted dramas, reality TV, live news specials and sports.
Ad-supported TV accounted for 54% of Twitter’s top 10 trending topics during the study, while Instagram represented 8% and Neftlix represented 1%.
VAB said ad-supported TV programming accounted for more than one-half of trending topics on the social network on five out of the seven nights of the week.
With the pandemic putting a hold on live sports, entertainment content made up 78% of ad-supported TV programs in Twitter’s top 10 trending topics and 64% of ad-supported TV topics.
Sports managed to find its niche, however, as the No.
Read more here: https://www.adweek.com/digital/twitters-trending-topics-were-ruled-by-video-in-the-early-stages-of-the-pandemic/