Streaming Your Way Through Summer Melt

Nearly 100 shows are slated to premiere or return between June and August of 2025 across broadcast, cable, and streaming platforms. From reality juggernauts like Love Island USA to long-running cult favorites like It’s Always Sunny in Philadelphia and high-profile revivals like Dexter: Resurrection, this summer’s lineup is expected to capture millions of engaged viewers. For colleges looking to combat summer melt, this is more than just entertainment—it’s a powerful chance to connect with potential students.

Gen-Z, in particular, is tuning in at high rates, spending an average of 1 hour and 50 minutes per day on streaming platforms. During that time, they’re exposed to an estimated 14 to 25 ads daily. This creates a prime opportunity for higher education institutions to break through the content clutter. With college-bound students navigating a mix of anticipation and uncertainty, summer is a critical period where communication can shape enrollment outcomes.

While summer melt has long challenged institutions, using connected TV (CTV) advertising offers a timely, targeted, and scalable way to address it. In this post, we’ll explore how colleges can leverage the power of streaming to reduce summer melt, using three binge-worthy shows as inspiration for smarter, student-centered messaging.

Fighting Summer Melt Love Island USA Style: Reaching the Undecided

Love Island USA (Season 7) – Airs 6/3/25 on Peacock

This is the kind of show that might make people wonder, ‘Who’s actually watching this?’, but Love Island Season 6 saw record breaking viewership with nearly 1 billion minutes streamed, & Season 7 is not expected to be any different.

Think of the Love Island viewer as an ‘undecided’ student – perhaps they’re a little impulsive, social, & FOMO-driven, much like the contestants. For many, the transition to college (or remote island in Fiji) is a big life change. Some students may experience doubts about leaving home, entering a new environment, or even changes in their social circles.

Streaming platforms like Peacock allow for precise audience targeting based on age, location, and behavior, making it easier for institutions to reach undecided students who may be binge-watching summer content. Campaigns that tap into the energy and spontaneity of shows like Love Island can cut through the noise and deliver timely, engaging messages during a student’s decision-making window.

Summer Melt Messaging Strategy for the Undecided:

• Highlight social life, campus community, and student events
• Use bright, energetic visuals and casual tone
• Emphasize flexibility, options to explore majors, and student support services

Check out what the team at Sweet Briar did to boost last minute apps & deposits.

It’s Always Sunny During Summer Melt Season: Converting the Hesitant

It’s Always Sunny In Philadelphia (Season 17) – Airs 7/9/25 on FXX/Hulu

Mac, Charlie, Dennis, Sweet Dee, & Frank return to our screen this July for more antics and schemes. As the longest running sitcom in history, IASIP has some die-hard viewers. 

Unlike traditional sitcoms, Always Sunny doesn’t aim to leave you with a feel-good moment or a meaningful moral – it’s all sharp edges and unapologetic chaos. The IASIP viewer embodies those students that are pretty sure they’ve made the right decision, but might need additional support getting over that crucial deposit line. 

Students who feel disconnected from the institution or receive inconsistent, unclear communication (especially around critical steps like registration, housing, or financial aid) can quickly become overwhelmed, leading to indecision, procrastination, and ultimately, stalled enrollment.

CTV gives institutions a shot at their own feel-good moment by getting them directly into the living rooms of prospective students.

Students who relate to the humor and tone of It’s Always Sunny are often drawn to authenticity. Streaming ads that reflect that same unfiltered, honest approach—while still offering helpful next steps—can build trust. This tone resonates especially well with students who are skeptical of overly polished messaging and want real answers about what college life will actually be like.

Summer Melt Messaging Strategy for the Pretty Sure or Last Minute Applicants:

• Keep it clever, honest, and a little irreverent
• Emphasize unique programs, real outcomes, and ROI
• Use student voice or peer-led testimonials
• Cut the fluff & show them what matters

Here’s a great example from ASU.

Preventing Summer Melt with Dexter: Supporting the Decisive

Dexter: Resurrection – Airs 7/11/25 on Paramount+

Despite fans finding the original series finale rushed and uninspired, Dexter: Resurrection returns this July to redeem the unsatisfying conclusion. 

Much like the title character, Dexter viewers are focused, decisive, & detail oriented. 

Institutions should prioritize staying visible to committed students throughout the summer to reinforce their decision to enroll and help them feel connected before arriving on campus. Consistent outreach through email, SMS, and social media is key, especially for students who may not attend orientation or other admitted student events. Additionally, maintaining accessible support channels, such as a dedicated hotline or responsive staff email, ensures students feel supported and confident as they prepare for the fall semester.

Summer Melt Messaging Strategy for the Decisive:

• Reinforce they made the right decision
  
• Offer next steps: housing, orientation, ways to get involved
  
• Highlight academic rigor and career pipelines

Next Steps: Use CTV to Combat Summer Melt

As summer heats up and streaming screens light up, institutions have a unique opportunity to meet students where they are: right in their living rooms. By aligning messaging strategies with the viewing habits and mindsets of Gen-Z, colleges can stay top of mind, reduce summer melt, and guide students confidently toward day one. Whether they’re still deciding, need a final nudge, or are already committed, thoughtful, well-placed campaigns can make all the difference in turning intent into enrollment.

Want to see how your institution can use CTV to combat summer melt? Let’s grab some time to learn how we’re helping colleges reach and convert students with measurable, streaming-first campaigns.