TELEVISION FANDOM. STUDY OF ITS IMPACT ON THE NETFLIX′S SOCIAL MEDIA COMMUNICATION STRATEGY

The new forms of audiovisual content consumption give an important role to fandom television due to the potential it offers to organizations in the sector such as Netflix, regarding one of its main audiences, teenagers. This research analyses the impact of this phenomenon on the online interaction and engagement of Netflix followers on Twitter and Instagram. To this end, quantitative content analysis is carried out that classifies the publications based on two indicators: content and purpose of the publications. Regarding content, the first indicator, the distribution of publications is quite balanced and publications with content about television series generate good levels of interaction and online engagement. This confirms the incidence of television fandom, especially on Instagram. Concerning the purpose of the publications, the second indicator, a scarce presence of participatory publications is observed despite that these publications generate higher levels of interaction and online engagement. It concludes about the advantages of television fandom and its emerging use that can be improved by providing publications on series with a collaborative character. But it is also found that the brand's communication strategy has been correctly designed because it includes different actions depending on the different characteristics and audiences of each of the two analyzed social networks.