The season premiere of Game of Thrones was the most talked about episode of all time, according to a new study by musicMagpie. As well as shattering ratings records, the first episode of season 8 saw a record breaking amount of conversation on Twitter, with 3,857,823 tweets posted discussing it. To put this in context, the next most talked about episode, the final episode of season 7, generated 2,423,798 tweets.

The premiere was also more positively received online than the season 7 finale, with 38% of tweets being “joyous”, compared to just 24% for the finale. To add to this, 56% of tweets about the season 7 finale were sad, compared to just 42% for the season 8 premiere. During the run-up to the series returning, musicMagpie analysed over 131 million tweets about the show to see which characters the public love, which they hate and “who they can’t stop talking about.”

To see the complete set of results, go here:

Meanwhile, market research and data analytics firm, YouGov, looked into the impact that HBO carried among the public discourse. The results showed that HBO was undergoing a significant increase in both WoM and Buzz among US consumers aged 18-34 while the rest of the media sector remained relatively stable. The increase in both of these variables directly coincided with Game of Thrones’ arrival and marketing initiatives.  The data showed that over a quarter of all US consumers ages 18-34 said they had discussed HBO in the past two weeks. See the graphs below:

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Martin Dew