Connecting with audiences in new markets: Netflix´s Twitter strategy in Spain

ABSTRACT

The streaming platform Netflix began to offer on-demand content in Spain in 2015. This study offers an analysis of the Twitter strategy the company implemented during its initial year in this market. We conclude that the Twitter strategy employed by Netflix during this period differed substantially from those pursued by traditional television. Netflix makes extensive use of original messages and social media conventions such as hashtags, emoticons and gifs. Analysis indicates that the brand’s Twitter followers in Spain are more likely to like and retweet messages than post replies.

KEYWORDS:

• Netflix Spain
• promotion
• communication strategy
• social networks
• Twitter

Acknowledgments

This work was partially funded by UNIR Research (http://research.unir.net), Universidad International de La Rioja (UNIR, http://www.unir.net), under Research Support Strategy 3 (2015–2017).

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was partially funded by UNIR Research (http://research.unir.net), Universidad International de La Rioja (UNIR, http://www.unir.net), under Research Support Strategy 3 (2015–2017).

Notes on contributors

Erika Fernández Gómez

Erika Fernández is Associate Professor in the Faculty of Law, Social Sciences and Humanities at the Universidad Internacional de La Rioja (UNIR) and a member of the UNIR “Digital Society and Communication” research group. Her main areas of research are social network sites, social television and e-health.

Juan Martín Quevedo

Juan Martín Quevedo is Assistant Professor in the Faculty of Law, Social Sciences and Humanities at the Universidad Internacional de La Rioja (UNIR) and member of the UNIR “Digital Society and Communication” research group. His main areas of research are media history and television from its inception to the present.