IDEAS home Printed from https://ideas.repec.org/a/eee/tefoso/v173y2021ics0040162521006119.html
   My bibliography  Save this article

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 +

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0040162521006119
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.techfore.2021.121178?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Geissinger, Andrea & Laurell, Christofer & Sandström, Christian, 2020. "Digital Disruption beyond Uber and Airbnb—Tracking the long tail of the sharing economy," Technological Forecasting and Social Change, Elsevier, vol. 155(C).
    2. Kai Riemer & Stefan Stieglitz & Christian Meske, 2015. "From Top to Bottom," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 57(3), pages 197-212, June.
    3. Volk, Sophia Charlotte & Berger, Karen & Zerfaß, Ansgar & Bisswanger, Luisa & Fetzer, Marcus & Köhler, Karolin, 2017. "How to play the game. Strategic tools for managing corporate communications and creating value for your organization," Communication Insights 3, Academic Society for Management & Communication – An initiative of the Günter Thiele Foundation, Leipzig.
    4. Azaizah, Nadeem & Reychav, Iris & Raban, Daphne R. & Simon, Tomer & McHaney, Roger, 2018. "Impact of ESN implementation on communication and knowledge-sharing in a multi-national organization," International Journal of Information Management, Elsevier, vol. 43(C), pages 284-294.
    5. Rumler, Andrea & Ullrich, Susanne, 2016. "Social-Media-Monitoring und -Kontrolle," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 94-112.
    6. Beier, Michael & Früh, Sebastian, 2018. "Nutzung von Social Media Plattformen durch Schweizer Spitäler - Eigene Accounts, Nutzungsintensitäten und Reichweiten," EconStor Research Reports 184655, ZBW - Leibniz Information Centre for Economics.
    7. Laurell, Christofer & Sandström, Christian & Suseno, Yuliani, 2019. "Assessing the interplay between crowdfunding and sustainability in social media," Technological Forecasting and Social Change, Elsevier, vol. 141(C), pages 117-127.
    8. Violetta Wilk & Helen Cripps & Alexandru Capatina & Adrian Micu & Angela-Eliza Micu, 2021. "The state of #digitalentrepreneurship: a big data Leximancer analysis of social media activity," International Entrepreneurship and Management Journal, Springer, vol. 17(4), pages 1899-1916, December.
    9. Miriam Däs & Julia Klier & Mathias Klier & Georg Lindner & Lea Thiel, 2017. "Customer lifetime network value: customer valuation in the context of network effects," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(4), pages 307-328, November.
    10. Stieglitz, Stefan & Mirbabaie, Milad & Ross, Björn & Neuberger, Christoph, 2018. "Social media analytics – Challenges in topic discovery, data collection, and data preparation," International Journal of Information Management, Elsevier, vol. 39(C), pages 156-168.
    11. Laurell, Christofer & Sandström, Christian, 2017. "The sharing economy in social media: Analyzing tensions between market and non-market logics," Technological Forecasting and Social Change, Elsevier, vol. 125(C), pages 58-65.
    12. Geissinger, Andrea & Laurell, Christofer & Sandström, Christian & Eriksson, Klas & Nykvist, Rasmus, 2019. "Digital entrepreneurship and field conditions for institutional change– Investigating the enabling role of cities," Technological Forecasting and Social Change, Elsevier, vol. 146(C), pages 877-886.
    13. Shima Mirzaei & Sajjad Shokouhyar, 2023. "Applying a thematic analysis in identifying the role of circular economy in sustainable supply chain practices," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(5), pages 4691-4722, May.
    14. Geissinger, Andrea & Laurell, Christofer & Öberg, Christina & Sandström, Christian, 2023. "Social media analytics for innovation management research: A systematic literature review and future research agenda," Technovation, Elsevier, vol. 123(C).
    15. Niklas Kühl & Marius Mühlthaler & Marc Goutier, 2020. "Supporting customer-oriented marketing with artificial intelligence: automatically quantifying customer needs from social media," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(2), pages 351-367, June.
    16. Beier, Michael & Früh, Sebastian, 2021. "Attitudes, Preferences and Usage Behavior of the Population Regarding Social Media Pages of Hospitals - Results of a Quantitative Survey in the DACH Region (Germany, Austria, Switzerland)," EconStor Research Reports 233853, ZBW - Leibniz Information Centre for Economics.
    17. Ge Yao & Jianming Miao, 2021. "Service Value Co-Creation in Digital Platform Business: A Case of Xianyu Idle Trading Platform," Sustainability, MDPI, vol. 13(20), pages 1-21, October.
    18. De Luca, Francesco & Iaia, Lea & Mehmood, Asad & Vrontis, Demetris, 2022. "Can social media improve stakeholder engagement and communication of Sustainable Development Goals? A cross-country analysis," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
    19. Josef Schwaiger & Timo Hammerl & Johannsen Florian & Susanne Leist, 2021. "UR: SMART–A tool for analyzing social media content," Information Systems and e-Business Management, Springer, vol. 19(4), pages 1275-1320, December.
    20. Bing Wu & Shan Jiang & Hsinchun Chen, 2015. "The impact of individual attributes on knowledge diffusion in web forums," Quality & Quantity: International Journal of Methodology, Springer, vol. 49(6), pages 2221-2236, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:tefoso:v:173:y:2021:i:c:s0040162521006119. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.sciencedirect.com/science/journal/00401625 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.