What's Happening?
ABC's police procedural 'The Rookie' has emerged as a surprising hit among teenagers, becoming the most-streamed show for viewers under 18 during the 2024-2025 broadcast season, according to Nielsen data. The show, which stars Nathan Fillion, has leveraged social media platforms like TikTok to reach younger audiences. Showrunner Alexi Hawley attributes the show's success to its mix of humor, action, and relatable content, which resonates with viewers. The series has 2.8 million followers on TikTok, with its largest audience being those aged 18-24. Cast members, including Eric Winter, actively engage with fans on social media, posting behind-the-scenes content and participating in trends, which has helped draw new viewers to the show.
Why It's Important?
The success
of 'The Rookie' among younger audiences highlights a shift in how traditional broadcast shows can remain relevant in the streaming era. By embracing social media, particularly platforms like TikTok, the show has managed to capture a demographic that typically gravitates towards digital content. This approach offers a blueprint for other broadcast shows facing challenges such as cord-cutting and declining ad revenues. The ability to engage with younger viewers through short, engaging clips and collaborations with popular YouTube personalities demonstrates the potential for traditional media to adapt and thrive in a digital-first landscape.
What's Next?
Looking ahead, 'The Rookie' plans to continue leveraging social media to maintain and grow its young fan base. Showrunner Alexi Hawley is exploring further collaborations with digital content creators, such as comedy streamer Dropout.TV, to attract younger audiences. This strategy could lead to more innovative crossovers and content that resonates with the digital-native generation. As the show continues to adapt to the changing media landscape, it may influence other traditional broadcast series to adopt similar strategies to engage with younger viewers.
