HBO's 'Euphoria' has doubled its audience in season 2 thanks to social-media buzz and Zendaya's popularity

Zendaya as Rue on season two, episode two of "Euphoria."
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  • "Euphoria" grew its audience significantly with season two compared to the first season.

  • Its star Zendaya is the most popular actress in the US.

  • The series has seen high engagement on social video platforms like YouTube, Instagram, and TikTok.

HBO's "Euphoria" returned in January after an an almost two-and-a-half year hiatus to nearly double its first-season audience.

The season-two premiere was watched by 13.1 million viewers across HBO and HBO Max since airing on January 9, Variety reported earlier this month, and episodes two and three saw a similar jump. The average audience for season one in 2019 was 6.6 million viewers on HBO (Max hadn't launched yet).

The season aired its sixth episode on Sunday and the season finale is set to debut February 27.

Third-party data further illustrates how popular "Euphoria" is.

Season two peaked on January 31 following the fourth episode as the No. 1 most in-demand show in the US, according to the data company Parrot Analytics. The company measures audience demand, which reflects the interest in or overall popularity of a series.

It's an impressive feat given that audience demand typically trends towards bigger genre shows like Disney+'s "The Book of Boba Fett" or Netflix's "The Witcher."

During the first month of season two, demand for "Euphoria" among both global and US audiences was more than double what it was during the same time period for season one, reflecting the jump in viewership.

"Euphoria" owes much of its popularity this season to social-media buzz and the popularity of its star, Zendaya.

Zendaya is the most popular actress in the US, according to Parrot Analytics. During the opening weekend in December of "Spider-Man: No Way Home," which she also starred in, she was the most in-demand actor in the world, the company said.

Engagement with season two of the series on social media is also far ahead of what it was for season one, according to the social analytics Diesel Labs. The company measures audience engagement based on likes, shares, views, and comments across Twitter, Facebook, Instagram, YouTube, and TikTok.

The chart below illustrates how much more engagement "Euphoria" season two has driven compared to the first season.

euphoria season two engagement data
Season-two engagement is far ahead of season one.Diesel Labs

The highest percentage of engagement with season two has come from YouTube, according to Diesel Labs. The show saw the strongest engagement on the platforms where video plays an essential role. For instance, one scene from episode three of season two went viral on TikTok, in which actress Sydney Sweeney's character Cassie is told by her classmates that she looks like she's dressed for the musical "Oklahoma!"

Here's how the engagement breaks down by platform:

  • YouTube — 41%

  • Instagram — 33.2%

  • TikTok — 20.6%

  • Facebook — 2.7%

  • Twitter — 2.4%

euphoria engagement by platform data
The highest percentage of engagement for season two has come from YouTube.Diesel Labs

Read the original article on Business Insider