Case Study: VICE achieves audience-driven VICELAND TV launch insights with Brandwatch

Using Market Insights to Launch Viceland tv

VICE, the global youth media company behind VICELAND, partnered with Sky to launch the VICELAND TV network in the UK and Ireland and needed to understand how its core millennial audience watched and engaged with TV. Ahead of the September 2016 launch VICE wanted answers about live vs VOD viewing, dual‑screen habits, program preferences and which shows, channels and hosts would drive conversation—insights that could shape marketing, editorial strategy and advertiser conversations.

Working with Brandwatch, VICE used Twitter social listening (June 1–May 31, 2016) and audience panels to map behaviours, top channels, shows, hosts and hashtags. The analysis showed VICE UK readers skew male (25–34) and creative, while likely VICELAND viewers were male, into music/sports/gaming/fitness and included more students in the UK; Gaycation was the most discussed VICELAND show and hosts (Ellen Page, Action Bronson, Michael K. Williams) drove peak mentions. Recommendations—collaborate with hosts, use short memorable hashtags (e.g. #KOTR), target students and tailor scheduling—were adopted across marketing, editorial and commercial teams; roughly 57% of VICELAND mentions referenced specific programs.

Vice

Tim Grimes

Platform Manager