Netflix Originals HISPANIC SOCIAL INTELLIGENCE REPORT
Produced by OYE! Business Intelligence, LLC
REPORT FOR NETFLIX 2016 Comparative Analysis
Overview: OYE! listens to consumers in their own space. Where they talk and share decisions online. Our reports deliver insight on what Spanish speaking and bilingual Hispanics have to say about your brand and your competitors. Understanding consumer attitudes towards brands, their products and their marketing efforts provides our clients and partners with insights that inform marketing campaigns across digital channels.
Actionable Insights: OYE! is a language neutral solution that can analyze conversation in English, Spanglish and Spanish to derive meaning from unstructured social conversation among Hispanics. OYE!’s natural language processing solution is designed not only to identify Hispanics, but to also derive insights marketers can use in planning campaign strategy, messaging and targeting.
Demographics
Psychographics
Keywords
Channel Insights
Build knowledge of audience age, geography and gender through social conversations.
Know what those who interact with a brand like, follow and share for use in targeting and content curation.
Understand the terms most frequently used to guide more authentic content curation and conversation.
Understand both where consumers most favorably interact with your brand as well as where your competitors focus their efforts.
The Solution: Insights derived from social conversation by OYE! can provide key details into Hispanic consumers through their own statements about brands through online conversation. OYE! analyzes that conversation to allow brands to understand different aspects of where their most useful audience segments are. OYE! also provides insights into how to create campaigns tailored to those groups of people.
The Value: Leveraging insights from OYE! drives conversation tailored to the Hispanic consumer where they want it, 15% when they want it and how they want it. The result: Better conversion, lift and engagement resulting from 14% campaigns targeted to the Hispanics most influential over purchasing decisions for your brand.
Methodology: This analysis covers over 10,000 Hispanic verified conversations gathered from over 80,000 posts gathered from Facebook, Twitter, Blogs and the web at large about Netflix Originals’ in the drama section. The data was collected between February 15, 2016 – March 14, 2016.
Table of Contents Page 4: Overall Conversation Volume and Language Page 5: Sentiment and Gender Analysis Page 6: Geolocation and Social Media Channels 2
SAMPLE ANALYSIS
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REPORT FOR NETFLIX 2016 Comparative Analysis
Overall Conversation Volume and Language House of Cards was the most mentioned in total volume but had a smaller proportion of Hispanic mentions (12%) while Narcos had 22% and Orange is the New Black held 15% Hispanic mentions respectively. This competitive analysis examined the top five shows among U.S. Hispanics out of the 13 Netflix Original Dramas reviewed. Overall Conversation Volume
House of Cards
12%
Marvel's Daredevil
88%
13%
Orange is the New Black
87%
85%
Narcos
78%
Crouching Tiger, Hidden Dragon
90% -
5,000
10,000
15,000
Hispanic
20,000
25,000
30,000
35,000
40,000
Non-Hispanic
Hispanic Language Preference Analysis Hispanics primarily discussed Netflix Original Dramas in Spanish. Notably, Narcos over-indexed (62%) in the industry’s Spanish conversation as well as in bilingual (7%), which are posts that contained a mix of English and Spanish.
Industry
44%
4%
52%
House of Cards
43%
4%
54%
Marvel's Daredevil
41%
Orange is the New Black
42%
Narcos
31%
Crouching Tiger, Hidden Dragon
56% 5%
53%
7%
62%
40% 0%
59%
20% English
40% Bilingual
60%
80%
100%
Spanish 4
REPORT FOR NETFLIX 2016 Comparative Analysis
Sentiment and Gender Analysis Crouching Tiger, Hidden Dragon Sword of Destiny conversations produced the highest positive sentiment (27%) among Hispanics compared to the other top five drama titles during the analysis (Feb. 15 – Mar. 14), slightly over-indexing from the industry average of 24%. Notably, Narcos led negative sentiment among the same dramas with 8%. Hispanic Sentiment Preference Analysis 22%
24%
Industry
25%
Marvel’s Daredevil
House of Cards
5%
5% 73%
71%
71%
21%
Orange is the New Black
4%
27%
18%
Narcos
5%
Crouching Tiger, Hidden Dragon
8%
2% 71%
74%
74%
Neutral
Positive
Negative
Hispanic Gender Analysis Hispanic women mentioned Orange is the New Black and Crouching Tiger, Hidden Dragon most often, at 71% and 65%, respectively. Men favored posting about Marvel’s Daredevil (64%) and Narcos (53%). Overall conversation was 43% female, 57% male.
House of Cards
51%
Marvel's Daredevil
49%
64%
Orange is the New Black
36%
29%
Narcos
71%
53%
Crouching Tiger, Hidden Dragon Sword of Destiny
47%
34% 0%
65%
20%
40% Male
60%
80%
100%
Female 5
REPORT FOR NETFLIX 2016 Comparative Analysis
Geolocation and Social Media Channels Conversation among U.S. Hispanics peaked in New York City where Marvel’s Daredevil and House of Cards trended equally. House of Cards also had the most mentions in Los Angeles. Hispanic Geolocation
Top Five Cities New York, NY
22%
Los Angeles, CA
14%
Miami, FL
5%
Chicago, IL
4%
Houston, TX
4%
Hispanic Social Media Channels Analysis
The majority of Hispanic conversations came from Twitter, where the top 5 shows by volume exceeded the industry of 73% on Twitter. Crouching Tiger, Hidden Dragon had 15% mentions on blogs, triple the industry average of 5%.
6%
3%
5%
11%
20% 73%
94%
81%
Twitter Facebook
Industry
House of Cards
Marvel’s Daredevil
Blogs YouTube Flickr
8%
5%
8%
5%
Forums 15%
85%
84%
79%
Orange is the New Black
Narcos
Crouching Tiger, Hidden Dragon Sword of Destiny 6
For additional information, contact OYE! at info@oyeintelligence.com or visit http://oyeintelligence.com/#products
REPORT FOR NETFLIX 2016 Comparative Analysis
THANK YOU!
Eric Diaz Eric@oyeintelligence.com
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