Around 80% of social engagement for social platforms come from Instagram

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 08, 2021, 3:39 PM UTC

The latest “Social Guide for Streaming” report from Conviva examined social engagement for more than 87 global streaming platforms and 695 streaming TV shows.

The report found the majority of social engagement for streaming platforms originates from Instagram, with TikTok close behind it. Despite having only 17% of the audience, Instagram delivered 81% of social engagement for top streaming platforms. Though Facebook had the largest audience for streaming publisher accounts, the platform saw only 8% of overall engagements.

With more followers per account than established platforms like YouTube and Twitter, TikTok ranked third in the audience for top streaming services. In terms of content, Twitter ranked first with streaming platforms averaging over 1000 posts per month.

Netflix led the pack of top eight streaming services – including Disney+ and Amazon Prime Video – with its main account capturing over 75% of all engagements and 70% of the total audience. Conviva CEO, Keith Zubchevich said, “The publishers that creatively and regularly engage viewers in both their overall platform and individual show accounts on social will not only drive loyalty but also revenue.”

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