Instagram accounts for around 80% of social engagement for streaming platforms, with TikTok coming in second, thanks to accounts like Netflix gaining over a million followers each month in 2021.
This is according to Conviva’s Social Guide for Streaming research, which looked at social engagement for more than 87 worldwide streaming platforms and 695 streaming TV series from January 1, 2021, to October 21, 2021.
Publishers who engage viewers in both their general platform and individual program accounts on social media uniquely and constantly media will not only drive loyalty but also income.”
In 2021, Netflix, Amazon Prime Video, Disney+, Hulu, HBO Max, Paramount Plus, Peacock, and CW Seed had more than 227 million followers on Facebook, Instagram, TikTok, Twitter, and YouTube, making them the most popular streaming services.
Netflix, predictably, led the pack as a social powerhouse, garnering more than 75% of all engagements and 70% of the audience among the top eight streaming platforms via its main account.
Conviva’s analysis also delved into the specific social networks, identifying their strengths and drawbacks in terms of social streaming promotion.
Key Takeaways:
Facebook — With 47 percent of all followers across the main streaming platforms, Facebook has the greatest following for streaming publisher accounts. Despite this, the platform only received 8% of total engagements. On Facebook, announcements, teasers, and trailers accounted for 73 percent of the streaming platform content.
Instagram- Instagram provided 81 percent of social engagements for leading streaming providers, despite having only 17 percent of the audience. New shows received a 64 percent share of the Instagram audience, while legacy shows and nostalgic content received 22 percent.
TikTok – With more followers per account than more established networks YouTube and Twitter, TikTok ranks third in terms of audience for top streaming services. Top-performing content included show snippets with funny captions, cast videos, and TikTok-specific stuff.
Youtube- Show trailers accounted for 58 percent of the most viewed material on YouTube for key streaming platforms, with teasers coming in second at 13 percent. Commercials drew the greatest attention on YouTube, with an average of 5.6 million views per video.
Twitter – In terms of content, Twitter is unrivaled, with over 1,000 posts each month on streaming platforms. Announcement posts accounted for 17 percent of all Twitter content, with trailers coming in second at 16 percent.
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