Netflix received a positive response when posting about their new series of House of Cards, both on Facebook and YouTube, suggesting that these two platforms can work together to support the release of new content.
have been moving towards exclusive and original content in order to attract new subscribers and improve the retention of current members. Original content includes a new series of the popular drama House of Cards
. Additionally, a deal with Disney
means Netflix will have exclusivity for new theatrical releases from 2016 and are adding Disney’s current classics to streaming. Netflix have announced both of these moves within their Facebook communities. A trailer for House of Cards was released on their YouTube channel
and publicised on their Facebook page.
Analysis shows that these announcements create spikes in engagement on Netflix's Facebook page and a stream of positive comments from viewers welcoming the new content. In addition, the House of Cards trailer on YouTube has garnered almost 200k views in two weeks, showing that combining Facebook and YouTube can help spread awareness and get fans excited ahead of the release. This suggests that brands can benefit from aligning content from one platform with another.
News of exclusive and original Netflix content drives engagement on Facebook:
Promoting new content on YouTube can help drive buzz, as with House of Card's trailer:
- This shows that aligning content on various platforms can maximise consumer response to new content: The House of Cards original content is well-received among Facebook fans, while the YouTube trailer reaches an extra 200k consumers, spreading word of the new content above and beyond Netflix's Facebook fans