December 9, 2021
Streaming video and social media have long symbiotic relationship. How strong that partnership remains is spelled out in a new report from data measurement firm Conviva that suggests social media’s outsized influence on streaming video can’t be ignored.
Roughly 80% of social engagement for streaming platforms comes from Instagram, with TikTok close behind thanks to accounts such as Netflix growing by more than a million followers each month in 2021, according to Conviva, which examined social engagement for more than 87 global streaming platforms and 695 streaming TV shows from Jan. 1 to Oct. 21, 2021.
“A strong presence on social platforms like Facebook, Twitter and Instagram is critical for streaming publishers as it has been proven social is a key to content discovery,” Keith Zubchevich, CEO of Conviva, said in a statement. “And, it’s not just about posting volume. The publishers that creatively and regularly engage viewers in both their overall platform and individual show accounts on social will not only drive loyalty but also revenue.”
Eight top streaming services — Netflix, Amazon Prime Video, Disney+, Hulu, HBO Max, Paramount+, Peacock, and CW Seed — captured more than 227 million followers across Facebook, Instagram, TikTok, Twitter and YouTube in 2021. Netflix unsurprisingly led the pack as a social powerhouse, with its main account capturing more than 75% of all engagements and 70% of the audience among the top eight streaming platforms.
Conviva’s report also dove into the individual social platforms, revealing the strengths and weaknesses of each for social promotion of streaming. Findings included:
- Facebook had the largest audience for streaming publisher accounts, holding 47% of all followers across the top streaming services. Yet, the platform saw only 8% of overall engagements. Announcements, teasers and trailers made up 73% of the streaming platform content on Facebook.
- Instagram delivered 81% of social engagements for top streaming services, despite having only 17% of the audience. Top content on Instagram featured new shows, netting a 64% share with legacy shows and nostalgic content coming in at 22%.
- TikTok ranked third in audience for top streaming services, with more followers per account than more established platforms YouTube and Twitter. Show clips with funny captions, cast videos and content tailor made for TikTok were among the top performing content.
- On YouTube, 58% of the most viewed content for top streaming platforms were show trailers, with teasers coming in second at 13%. Commercials commanded the most engagement of any content on YouTube with 5.6 million views per video on average.
- Twitter is unmatched in terms of content with streaming platforms averaging over 1,000 posts per month. Announcement posts made up the highest percentage of Twitter content at 17% with trailers coming in second at 16%.