With the huge success of Netflix and Disney+ comes increased competition

May 21, 2020

With the huge success of Netflix and Disney+ comes increased competition

as fans flock to streaming services,
marketers are left looking for attention

About this article:

  • Streaming services boom as people stay home
  • Disney+ takes off
  • Marketers turning to social targeting can open subscriber-only doors
  • Social data provides the key to engaging TV, movie, and gaming audiences

As COVID-19 sequestering continues, streaming services are benefiting from huge subscription increases while the nation seeks refuge in entertainment.

Disney+ has been this year’s MVP, consistently shattering predictions since its inception, quickly amassing an unprecedented 10 million subscribers in just one day. In March, the popular streaming service took its already impressive and beyond-expectations audience of 28.6 million and doubled it to an almost unimaginable 50 million subscribers. That’s 50 million in 5 months. Affinity Answers was honored to be a part of the launch, as Disney pushed 500MM impressions of media using Affinity Answers media audience segments.

…that’s 50 million in 5 months (!!!)

Streaming audience momentum doesn’t just stop at Disney. Netflix almost doubled their new subscribers in Q1 2020, gaining an additional 15 million and shattering expectations. With original programming like Tiger King catching social media fire and scoring massive audiences, Netflix has not only defined the industry but continues to captivate with its original programming. And while HBO Max and NBC Peacock await their time to shine with respective May and July launches, popular streaming service HBO Now received a 40% increase in viewership times, almost doubling their previous number. And in response to its 57% increase in viewing sessions, streaming device maker VIZIO introduced 30 free 24-7 channels to all of its devices, encouraging its engaged audience to stay even longer.

This wealth of varied viewership provides ample opportunity for marketers but also some roadblocks. Free subscription offerings from the likes of Hulu, YouTube, and Pluto TV provide marketers with targeted audience opportunities. On the other hand, subscription-only services like Netflix, Disney+, and Amazon Prime are locking most marketers out. But not always.

Affinity Answers’ model observes 6B+ public social engagements of more than 550MM users across 70K+ consumer & media brands to understand what brands, shows, celebrities, and sports that people are liking, talking about, and sharing. With the largest social media footprint of any data provider, we provide accurate and honed audiences to target the hottest streaming shows for tune-in and subscription.

Binge-happy fans of Tiger King, Ozark, Friends, and every other top streaming show flock to social media to go behind the scenes, find out spoilers, and feel like they are part of the conversation. Capturing these social media engagements is the key to targeting these passionate audiences.

For example:

  1. Xbox wants to launch an intergalactic FPS, they can target the most passionate sci-fi fans by targeting
    Affinity Answers – TV – Interest – Disney+ – The Mandalorian
  2. Jeep wants to target outdoorsy car enthusiasts, with just a side of humor, so they target
    Affinity Answers – TV – Interest – Amazon Prime Video – The Grand Tour
  3. Hulu wants to drive more subscriptions to their hottest shows, they might want to start with the streaming fans
    Affinity Answers – Intent – Streaming Services

Affinity Answers uses powerful social media insights to power robust targeting across any media—programmatic display and video, social or advanced TV. Our model observes 6B+ public social engagements of more than 550MM users across 70K+ consumer & media brands to understand what brands, shows, celebrities, and sports that people are liking, talking about, and sharing.

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As more streaming providers enter the fray, advertisers are encountering additional avenues for outreach, assuming their targeting is smart and powered by social insights. Affinity-based audiences are robust and cover a wide array of genres, publishers, celebrities, and programming—tapping into exactly what audiences are talking about. With the largest social media footprint of any data provider, we provide accurate and honed audiences to target the hottest shows, entertainment, and media publishers. How can we help you reach the right audience?

Josh Raper  VP, Marketing

Josh has spent the last 20 years in advertising working with brands, agencies, and private equity, leading award-winning campaigns for brands like McDonald’s, Kellogg’s, InBev, and Esurance.

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