September 20, 2018

House of Talent captivates the young audience

House of Talent captivates the young audience

Strong reach under the young demo both on TV and online

House of Talent, Talpa’s newest format with reality tv, music and social fully integrated, has completed its first six-week cycle. The daily reality show targets the young and difficult to reach audience across different platforms. On TV, we see a substantial growth of +42.9% market share in the younger age demo (16-24) compared to channel average. In the key commercial demo (20–54) the show increased the channel average by +15.8%. Online viewing on platforms such as YouTube and local OTT platform KIJK increased the linear reach by an impressive +135%. On YouTube we also see a strong engagement, the number of subscribers tripled since the launch episode.

The strength of the format lies in the strategic multi-channel approach; every channel creates its own ripple effect that amplifies the other channels, resulting in a massive reach and fanbase amongst youngsters.

Says Maarten Meijs, COO Talpa Media & Managing Director Talpa Global: “Empowered by technology, today’s viewers can watch exactly what they want, instantly and effortlessly. For creators, this means these viewers are also tougher to please. Our mission is to create the best content for the right audience and distribute it wherever they are. This show provides a longer-term broader view of how to best achieve this mission.”

House of Talent is a daily reality show that starts where other talent shows stop… because House of Talent is the launchpad of the professional careers of eight aspiring musical artists. Witness their struggles, challenges and daily lives from up close while they live together and work hard on their music careers as professionals. The artists have to build a large and engaged fanbase, perform throughout the country and release a new track every 6 weeks. During the live elimination show that will be broadcast exclusively online, one artist needs to leave the house and will be replaced by a new musician. Which artist’s popularity will soar sky-high? Who is able to make money with their talent? Who will make it to the top?

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