HBO airs new Girls episodes on YouTube in a bid to draw in younger audiences

US television network HBO has reportedly made the bold – but brilliant, for us lovers of the show – decision to air the much anticipated first two episodes of the new season of Girls, its popular comedy-drama series, on YouTube. Arguing that its targeted Millennial audience no longer watches TV via ‘traditional’ means, the move reveals the growing power of digital audiences.

As well as this, the marketing team behind the Girls promotion has been prioritising digital and social media channels above more traditional advertising means.

Creating popular micro video apps such as Snapchat and Vine to show snapshots of upcoming episodes, as well as utilising its Instagram, Tumblr, Facebook, Twitter accounts, HBO hopes to greater enhance the show’s appeal among its digitally-friendly audience.

Created, directed and starring Lena Dunham, the show has become a favourite among young people, who share the main characters sense of disillusionment with adulthood.

Already having premièred in the US after being bolstered by a massive digital campaign, the episodes were available on HBO’s US YouTube channel as of yesterday, though they appear not yet be available in the UK.

Embracing, rather than shirking, the digital age is the only way brands and companies looking to appeal to younger savvy audiences will be able to survive, and HBOs recent decisions regarding the increased digitalisation of Girls highlights good decision making.

http://youtu.be/wnU13ZHxjGk