We’re all starting to adjust to a “New Normal” and for TV Marketers, that “New Normal” is a highly engaged social community. Since last week’s industry peaks, TV social engagement only continues to grow.
TV networks and programs earned nearly 161M engagements the week of April 6-12, 2020, up +9% from the previous week (March 30 – April 5, 2020). While social activity across platforms is strong, Instagram shines as TV’s darling, and now more than ever Netflix prevails as the king of engagement.
During the week of April 6-12, 2020, Netflix published the top 27 most engaging posts of the week across the TV industry (all to Instagram). Most notably, La Casa de Papel, the new season of Netflix’s foreign language series, Money Heist, published 19 of those 27 posts.
More broadly, Netflix earned 55M engagements on just Instagram during that week, accounting for more than half of all Instagram engagements across the TV Universe. Since March 15th, Netflix has steadily grown its social engagement, on Instagram specifically, with the past week breaking records for the streaming service. This past week marked Netflix’s most engaging week on Instagram ever, earning 15M more engagements than the previous high in July 2019, when engagement from the Stranger Things S3 release peaked.
Netflix, Instagram Content Responses: Week of Apr 24, 2016 – Week of Apr 6, 2020
Top 10 TV Networks by Instagram Engagements: Week of Apr 6-12, 2020 Compared to Week of Mar 30 – Apr 5, 2020
|Rank||Network (+ programs)||Instagram Engagements||Change from Last week|
|6||Nat Geo Wild||2,819,518||-8.90%|
While Netflix is singlehandedly driving growth on Instagram, we’re seeing continued strong engagement across the TV Universe on other platforms as well. The week of April 6-12, 2020 was the third week in a row that TV programs have earned more than 2B YouTube Video Views per week. Meanwhile, on Facebook, TV programs and networks earned 24.8M engagements, 2020’s second most engaging week of the year.
TV Universe, Facebook Content Responses: Week of Jan 5, 2020 – Week of Apr 6, 2020
TV Universe, Official YouTube Video Views: Week of Jan 5, 2020 – Week of Apr 6, 2020