2021年流媒体报告（英）-30页_8mb

Conviva's State of Streaming: Social Guide for Streaming 2021 Summary

Core Content Overview

Conviva's report highlights the evolving role of social media in streaming content promotion, focusing on how streaming platforms and TV shows use different platforms to engage audiences. The report covers data from January 1, 2021, to October 21, 2021, analyzing over 61,000 posts from top streaming platforms and more than 9,300 posts from top streaming TV shows, resulting in 284 million and 238 million cross-platform engagements respectively.

Key Findings

• Instagram is the most effective platform for engagement, capturing 81% of all social engagements despite only holding 17% of the audience share.
• Facebook is the largest audience platform, with 47% of all followers for top streaming services, but it only accounts for 26% of engagements.
• TikTok is gaining ground, with a 15% audience share, surpassing YouTube and Twitter.
• YouTube excels in content views, with 5.6 million average views per video for platform promotional content.
• Twitter is the most active platform, with over 1,000 posts per month from top streaming platforms and 89% of these being replies.

Streaming Platforms vs. TV Shows

Social Strategy Differences

• Streaming platforms and individual TV show accounts have different strategies and content focus.
• Streaming platforms use social media primarily for discovery, with a high volume of content (nearly 3.5x more than TV show pages) and a strong presence on Facebook.
• Streaming TV shows build brand affinity, often using social media as an intimate forum for fan interaction and connection with cast members.

Top Performing Content

• Facebook:
  • Show announcements, teasers, and trailers made up 73% of top content.
  • New/original content accounted for 83% of top posts.
  • Legacy content (e.g., Friends, The Office) had the highest engagement rates.
  • 64% of top content was for upcoming releases.
• Instagram:
  • Carousel posts (with multiple images or videos) had the highest engagement rate.
  • Teasers, movie posters, and trailers were the most common content types.
  • New content dominated with a 64% share, while legacy content had a 22% share.
• Twitter:
  • Engagement posts and recaps had the highest average engagement rates.
  • Globoplay's Juliette Freire documentary had the highest engagement rate on Twitter.
• YouTube:
  • Commercials promoting the streaming platform had the highest engagement.
  • Netflix's Squid Game received over 40 million views on YouTube.

Top Streaming Platforms and Shows

Top Streaming Platforms (Engagements and Followers)

Top Streaming TV Shows (Engagements and Followers)

Content Types and Engagement

Streaming Platforms

• Trailer (31 seconds or longer): 18% share, 16.6M engagements.
• Teaser (30 seconds or less): 13% share, 10.8M engagements.
• Movie poster: 13% share, 5.9M engagements.
• Show clip: 12% share, 5.6M engagements.
• Engagement posts: 10% share, 5.6M engagements.
• Legacy content: 17% share, 1.2M engagements.

Streaming TV Shows

• Carousel image posts: 21% share, 21.9M engagements.
• Tune-in messages: 21% share, 18.3M engagements.
• Cast video: 13% share, 13.7M engagements.
• Teaser: 12% share, 12.5M engagements.
• Meme: 10% share, 10.5M engagements.
• Behind-the-scenes (BTS): 8% share, 8.4M engagements.

Platform-Specific Insights

Facebook

• Discovery hub for streaming platforms.
• Legacy content (e.g., Friends) performs best.
• Announcements and teasers are the top content types.

Instagram

• Engagement driver for both platforms and shows.
• Carousel posts have the highest engagement.
• New content dominates, but legacy content still holds relevance.

Twitter

• Superfans' hub with high engagement.
• Engagement posts and recaps perform best.
• Release dates and availability are not always clearly listed.

YouTube

• View count leader, especially for platform promotional content.
• Commercials and trailers drive the most views.

Conclusion

Social media has become a crucial part of the streaming ecosystem, with platforms like Netflix and Disney+ leading in both engagement and audience reach. Instagram is the best for engagement, Facebook for discovery, and YouTube for views. Twitter is ideal for superfans, while TikTok is on the rise. Streaming TV shows can build strong fanbases through intimate content and fan interaction, while platforms focus on discovery and promotion. The use of carousel posts, teasers, and show clips is highly effective, especially when tailored to the platform's audience and engagement patterns.