Netflix Social Media Sentiment Analysis – Discovery Research Group
Netflix Social Media Sentiment Analysis
Posted by
on Fri, Aug 08, 2014 @ 06:38 PM
I’m sort of a Netflix junky. I love that I can sit down for twenty minutes, catch an episode of some random television show and walk away. I’m also sort of a binge watcher. I find myself totally addicted to different shows and watch them for hours on end. An awesome evening for me is to hang out with a cool drink, a bed, and just veg out and do nothing (I like my time off).
As a market researcher, I wondered about the social media analysis around Netflix. I quickly found that there was a TON of content around their brand. Netflix is generating about 135,000 pieces of content each day and the contributors on the subject are a random smattering of every day folks, the news media (including Huffington Post with a whopping 99 on their Klout Score), and social media junkies. In July alone, Netflix generated over 2 Million pieces of Social Media content around their brand (Source – Crimson Hexagon).
One of the ways that we analyze social media at Discovery Research Group is through Crimson Hexagon’s ForSight software, it provides a quick and easy way to drill into the mounds of data that this sort of subject provides. When I took a look at the sentiment analysis on the Netflix topics I uncovered something that I found really interesting and likely comes up in marketing research with some frequency. The subject that generates the most positive sentiment around the brand is also the subject that generates the most negative sentiment.
The three biggest areas of sentiment associated with Netflix subject matter in July are: from the positive end (selection); on the neutral landscape (staying in); and on the negative horizon (again selection). This is sort of interesting. Netflix has a 44% positive sentiment; and a 19% negative sentiment. On the positive spectrum, selection accounts for 34% of the 44% (i.e. folks like the selection); on the negative spectrum, selection accounts for 18% of the 19% negative sentiment (i.e. ranting about the selection being odd).
For those of you that watch Netflix, you know that Netflix has some of the most random TV shows and movies that you’ll ever run across. Pick a classic show and it’s probably there; but pick a newer show and the selection may be somewhat limited, especially on the movie front. That’s what seems to be driving this “Selection” theme; people that LOVE the selection; followed by people that COMPLAIN about the selection not being “new enough”.
Here you can see how the Netflix selection fared. The interesting piece to this is when the negative Netflix Selection (the red line) crosses over the positive Netflix Selection (around July 26). This was driven by a random “Tweeter” that said “Netflix needs new movies” and was picked up over and over and over (on a really large scale).
So the point is that it’s important to manage your brand online. The thing that you always assume will be your brand’s 100 lb. gorilla can also be the thing that silos you and pins your customers into a very specific view of who you are. If that advantage goes south, than what was an advantage can turn into a disadvantage at a moment’s notice. It’s important for you to know if that is happening so that you can actively address it.
Tags: Market Research, Social Media, Branding, Social media analysis
Taken from:
Netflix Social Media Sentiment Analysis – Discovery Research Group
