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Analysis of the social media strategy of audio-visual OTTs in Spain: The case study of Netflix, HBO and Amazon Prime during the implementation of Disney +

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  • Martínez-Sánchez, María Eugenia
  • Nicolas-Sans, Ruben
  • Bustos Díaz, Javier

Abstract

OTT platforms lead the transformation of the audio-visual consumption model. The penetration of these platforms among audiences is increasing, which has repercussions on two fronts. We are witnessing a process of change in the current television model, where traditional leaders are being transferred from their dominant role and, secondly, there is competition between the OTT platforms themselves like Netflix, HBO, Amazon Prime and, more recently, Disney +, to lead the subscription market. Within this competition, social networks, specifically, Facebook and Instagram, are part of the communication strategy that all platforms carry out in order to seek to attract new subscribers. In this sense, the purpose of this work is to analyse the strategies carried out by the different OTTs in the Spanish market on both social networks and determine the impact of the arrival of Disney+ in this context. The study is based on a quantitative methodology where variables such as the frequency of publications, the typology of the contents disseminated or the interaction with the users of the different social networks are analysed. The results allow us to understand the current panorama of influence of these platforms in the Spanish context.

Suggested Citation

  • Martínez-Sánchez, María Eugenia & Nicolas-Sans, Ruben & Bustos Díaz, Javier, 2021. "Analysis of the social media strategy of audio-visual OTTs in Spain: The case study of Netflix, HBO and Amazon Prime during the implementation of Disney +," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    • Handle: RePEc:eee:tefoso:v:173:y:2021:i:c:s0040162521006119
    DOI: 10.1016/j.techfore.2021.121178
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    References listed on IDEAS

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    1. Stefan Stieglitz & Linh Dang-Xuan & Axel Bruns & Christoph Neuberger, 2014. "Social Media Analytics," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 6(2), pages 89-96, April.
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    1. Soren, Anup Anurag & Chakraborty, Shibashish, 2024. "Adoption, satisfaction, trust, and commitment of over-the-top platforms: An integrated approach," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

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