6 Insights You Need To Know About Streaming Brands On Social Media

TikTok has become the social network generating the most engagement for streaming brands in 2021.

Streaming services may hold viewership numbers as a closely guarded secret, but when it comes to understanding performance on social media, ListenFirst has an objective view of which streaming brands are succeeding and why. From our internal study of Apple TV+, Disney+, HBO, HBO Max, Hulu, Netflix, Peacock, Amazon Prime Video, Showtime and Starz, here are the 6 insights you need to know about streaming brands and social media.   

#1. Fan Growth in 2021 has slowed for streaming brands 

Streaming BrandNew Fans
Jan – Aug 2018		New Fans 
Jan – Aug 2019		New Fans
Jan – Aug 2020		New Fans
Jan – Aug 2021
Netflix15,974,23317,686,19817,278,64312,975,618
Disney+–945,0662,986,7212,606,911
Apple TV+–2,4538,80634,235
HBO679,5382,334,240809,106376,989
HBO Max––931,3402,063,760
Hulu552,231559,670511,737509,917
Peacock––220,687615,798
Amazon Prime Video621,1236,349,3172,703,6911,855,889
Showtime236,788141,654131,181173,465
Starz223,373143,645215,953173,009
Total18,287,28628,162,24325,797,86521,385,591

Looking at the streaming brands between January – August 2021, the number of new fans they generated on social media decreased by -17% compared to January – August 2020, and decreased by -24% compared to January – August 2019. 

What’s happening is while streaming brands are still growing their audience on social media, the rate of growth, which peaked in 2019, has slowed as the streaming video space becomes more crowded. For example, while Netflix got nearly 13 million new fans on social media between January – August 2021, with newer services like Peacock and HBO Max now in the space, that’s still 4.7 million less new fans than Netflix got in the same time period in 2019. 

Additionally, emerging social platforms such as TikTok and Depop are likely eating away at the traditional social channels, especially among younger users, likely contributing to the significant decrease in growth this year. Streaming brands have to experiment with establishing a presence on these newer platforms, to keep pace with shifting audience preferences. 

#2. TikTok Has Become The Most Important Platform For Content Responses 

Streaming brands got 59% of their content responses on TikTok between January – August 2021, with 33% of their responses coming from content they posted on Instagram. Meanwhile during those 8 months, 3% of responses for streaming brands came from Facebook, 3% from YouTube, and 2% from Twitter. For streaming services looking to lift their social engagement, treating TikTok as a focal point is an absolute must. 

Is the popularity of TikTok leading to streamers getting less engagement on other social media platforms? Possibly, but not in the way you’d necessarily expect.  Comparing January – August in 2021 to 2020, the number of responses for streaming brands increased by 27% on YouTube. However, during the same time streaming brands got -7% responses on Twitter, -5% responses on Facebook, and -2% responses on Instagram.      

Even as audience preferences around social networks evolve over time, video-first platforms like YouTube will continue to be strategically important for streaming brands.  

#3. The Audience Was Most Interested In Binging During The Beginning Of The Pandemic 

6 Insights You Need To Know About Streaming Brands On Social Media

When people were stuck at home quarantining with nothing else to do, it appeared that binging TV shows was never more popular. But was that level of interest sustainable? 

Based on Twitter audience data, the answer is no. During Q1 2020 there were 1,190,036 Binge related Tweets which was a 24% increase compared to the previous quarter. In Q2 2020 that number even rose to 1,356,841 Binge related Tweets. However in the 4 subsequent quarters, there were on average -20% less Binge related Tweets compared to that Q2 2020 peak. 

The long term trend remains that the social audience is talking more and more about streaming TV shows in binge mode. However, now that the majority of adults are vaccinated and have more options with what to do with their time, in the short term, the audience interest in binging has actually decreased.   

#4. Shifting to releasing episodic programs weekly can help on social 

Netflix has long been synonymous with the binge release model, which they first popularized in 2013 when they released the entire first season of House of Cards at once. However, even Netflix is now experimenting with different release models, for instance releasing reality shows like The Circle and Too Hot to Handle in batches. 

The reason for the return to weekly episodes for streamers is largely to extend the social media conversation around their shows.  For example, ​​The Boys switched from a binge release in Season 1 to episodic weekly releases in Season 2, which helped the longevity of its social engagement and interest.  Season 2 didn’t see peaks in engagement until the finale, while interest popped at both premiere and finale. 

Meanwhile, The Mandalorian changed it’s release schedule to alternating between Wednesdays and Fridays to every Friday, leading to a higher conversation volume in Season 2 per episode despite overall interest remaining lower than Season 1. 

How do you know when a streaming show is better off coming out at once or weekly? Content that lends itself to being dissected, such as reality competitions, or regularly recapped on entertainment websites, should be released on a weekly cadence. After all, audiences would have more to reflect on in social media. 

#5.  Frequently posting about large IP’s consistently drives engagement

For streaming brands, leaning into intellectual property that’s already familiar and has a pre-existing fanbase is a proven strategy for lifting social media engagement. For example, 4 out of the 5 most shared HBO Max posts so far in 2021 were about either the Friends reunion or Zack Snyder’s Justice League. Meanwhile, Amazon Prime Video’s two most shared posts between January – August 2021 were Facebook and TikTok videos promoting Tom Clancy’s Without Remorse, based on the novel set in Clancy’s Ryanverse. 

#6. Foreign Language Content Now Among Most Popular Content For Streamers 

Streaming brands now produce original programming for local regions across the world and a lot of those shows are clearly connecting with the English language audience on social media as well. For instance, Netflix’s top post in April 2020 with 1,917,159 responses was an Instagram post featuring Úrsula Corberó using a filter that matches her with a character on Money Heist. Additional foreign content shows such as Dark and Elite are also among the most buzzed programs for Netflix on social media. 

For streaming brands with popular foreign language originals, give the English speaking audience the benefit of the doubt that they’ll also embrace those shows on social media. 

Looking for more insights about streaming brands on social media? Request a ListenFirst Demo today! 

5 Takeaways From How Brands Celebrated Juneteenth On Social Media

Juneteenth was first celebrated as a holiday in Austin in 1867, and was first officially recognized as a state holiday by Texas in 1980. However, the killing of George Floyd and the subsequent protests advocating for social justice have raised multicultural awareness of Juneteenth to an unprecedented extent this year. 

This sea change is quantifiable at a brand level. For instance on June 19, 2020, 352 of 1,100 social media posts shared by S&P 500 brands were Juneteenth related. In comparison on June 19, 2019 only 4 out of 1,551 posts shared by S&P 500 brands on social media mentioned Juneteenth. There were also noticeably less posts this year than last, as brands have pulled back on sharing their usual content to dedicate space for supporting racial justice.

While there’s no pre-existing playbook for what type of messaging around the holiday resonates with audiences we were able to identify 5 key takeaways from what Juneteenth brand content connected the best this year. 

Brands That Averaged The Most Responses To Their Juneteenth Social Media Posts

RankBrandAverage Volume Of Responses To Juneteenth Related Posts# of Juneteenth Related PostsExamples
1NFL52,8016Sample Post
2NBA34,90650Sample Post
3Facebook30,0428Sample Post
4Sephora22,1851Sample Post
5Netflix17,9151Sample Post
6Ulta Beauty14,9712Sample Post
7Old Navy12,8442Sample Post
8US Navy10,8303Sample Post
9Delta Air Lines8,3141Sample Post
10Twitter6,2151Sample Post

Methodology: Looks at the average numbers of social media content responses on posts by either S&P 500 Brands or Top Advertisers (485 brands) mentioning Juneteenth on June 19, 2020. ListenFirst Content Responses measure the Likes, Shares, Comments, and Retweets a post gets on Facebook, Instagram, Tumblr, Twitter, and YouTube.

Insight #1: Sports Leagues Generated The Most Responses To Their Juneteenth Posts 

On June 19, 2020, the NFL was the brand that generated the most response to its Juneteenth related social media posts, with those 6 posts receiving on average 52,801 responses.  Meanwhile the NBA had the second highest total, with its amazing 50 Juneteenth related social media posts shared on the day averaging 34,906 responses. 

https://www.instagram.com/p/CBnuSjVg7iE/

The NFL announced that it would be shutting down league offices in commemoration of Juneteenth while the NBA highlighted the social justice protesting efforts of its players, among its many other Juneteenth related posts. Athletes like Colin Kaepernick, LeBron James, and Stephen Jackson have been at the forefront of speaking out against police brutality, and their activism lends authority to the leagues they’re associated with. 

https://www.instagram.com/p/CBnvxbLATGH/

Any brand can speak to Juneteenth and events that speak to social justice in general, but for the audience to pay attention at any scale, that needs to be part of a longer term conversation. 

Insight #2: It’s Okay To Explain What Juneteenth Is 

When brands post about Independence Day, there’s no need to explain what the Declaration of Independence was. Similarly, posting about Thanksgiving doesn’t require a historic recap about Pilgrims. However, when a lesser known holiday becomes more prominent, it’s okay for brands to help fill in the blanks because much of the audience is hearing these facts for the first time.

This year many brands stood out in talking about Juneteenth just by explaining the basics. For instance, Facebook received 291,566 responses on a post explaining how the holiday commemorates how enslaved people in Galveston, Texas first learned of their freedom on June 19, 1865, while also offering 19 ways to celebrate. Meanwhile Microsoft received 4,652 responses on a Twitter thread fleshing out the history of the holiday while also offering resource ideas for further learning.    

While it’s a serious subject, comedy can still be deployed in those explanations. For example, Netflix generated 17,915 responses on a Tweet that started a thread explaining Juneteenth that used The Office’s Michael Scott’s to illustrate how many white Americans think slavery ended with Abraham Lincoln before explaining the more complicated actual answer.

Insight #3:  Use Your Platform to Amplify Black Voices

https://twitter.com/Twitter/status/1273956122962132994

Due to what it’s commemorating, Juneteenth is a holiday where the social media audience needs to hear from Black voices not allies, and some of the most successful brands in posting about Juneteenth made sure that’s exactly what the messaging was. Social media platforms themselves understood that point as Twitter shared a Twitter Voice Note from Black Lives Matter co-founder Opal Tometi on why Juneteenth is especially meaningful this year which generated 6,215 responses. Meanwhile Facebook received 5,342 responses on a video of the cast of Black-ish being interviewed about their musical Juneteenth themed episode.

Other notable examples include Sephora using Instagram Live for a conversation with Black activists, scholars, and partners; the announcement of which generated 22,185 responses, while Maybelline received 18,453 responses on a post announcing a Instagram Live event where a makeup artist would be offering up makeup tips for deeper skin tones.

https://www.instagram.com/p/CBn51FTFV2F/

Insight #4: Real Holidays Mean Time Off 

Did you know National Hot Dog Day is July 22? You probably would if you were getting the day off for it. There are plenty of fun and frivolous holidays that don’t merit getting a paid vacation day, but the ending of slavery in this country was an immeasurably important moment in our nation’s history that deserves more reflection than just sharing a GIF.

Many brands reaffirmed the importance of Juneteenth by sharing on social media how they’re giving their employees the day off for the holiday. For example, Adobe received 380 responses to a Tweet announcing its employees would be out of the office for Juneteenth to take time for reflection and advocacy while BB&T Bank announced it was closing at 2pm on Juneteenth in a Facebook post that received 10,382 responses. U.S. Bancorp and Fifth Third Bank are other financial institutions that closed early for the holiday.

https://www.facebook.com/160995133980392/posts/3076283812451495

ListenFirst also gave our employees Juneteenth off so our team could commemorate Black history and culture through celebration, education, and reflection.

Insight #5: Brands Used The Opportunity To Share Additional Relevant Resources

https://www.facebook.com/9465008123/posts/10157997493583124

The abolition of slavery didn’t magically erase racial inequlity in this country and many brands used the occasion of Juneteenth to share additional content and resources that spoke either to that struggle and/or provided a better understanding of the Black experience in America. For example, Amazon received 9,024 responses on a Facebook post that shared online learning tools and resources, including Black employee recommendations on films, TV shows, and books. Similarly, Hulu generated 5,389 responses on its Juneteenth watchlist while Gerber got 1,128 responses on a Facebook post showcasing amazing accounts featuring Black educators, mothers, and creators.

https://www.instagram.com/p/CBoCK8chdlZ/

Conclusion

While Juneteenth might be a new topic for brands, it is a subject that the social media audience was receptive to talking about. For example on June 19, 2020 S&P 500 brands averaged 2,473 responses to their Juneteenth related posts compared to an average of 2,208 responses per post so far this year. Hopefully this enthusiasm will lead to even more brand engagement around Juneteenth next year.