The Power of Originals – Popular Dramas among Netflix Latino Viewers

by | Apr 12, 2016 | Short Studies | 0 comments

Over the past few years Netflix has grown from originally only streaming movies and TV shows, to creating their own original content since 2013. Hit shows have spurred from this digital channel such as House of Cards and Orange is the New Black. According to the Thinknow Omnibus 2014, Latino viewers over-index in tuning into new media forums such as Netflix which provokes the question; which shows do Hispanics watch and discuss most often socially?

OYE! technology conducted a digital analysis via their Hispanic identification algorithm to analyze the popularity of 13 Netflix Original dramas (shows and movies) among U.S Hispanics that include: Narcos (a show in Spanish that appeals to many Netflix Latino viewers), House of Cards, Marvel’s Daredevil, Crouching Tiger, Marco Polo, Bloodline, Marvel’s Jessica Jones, Atelier, Club de Cuervos, Sense8, Hemlock Grove, Orange is the New Black and Beasts of No Nation.

 

netflix latinoOverall Netflix Latino Conversation Volume

House of Cards was the most mentioned in total Hispanic volume but had a smaller proportion of Hispanic mentions than many of its peers, at only 12% during the time period examined. Narcos had the highest Hispanic proportion at 22% but also had less than 1,000 Hispanic mentions overall.

 

 

netflix latinoSentiment and Gender Analysis

Conversations for the movie, Crouching Tiger, Hidden Dragon Sword of Destiny produced the highest positive sentiment (27%) among Hispanics compared to the other top five drama titles during the analysis. This figure slightly over-indexed from the industry average of 24%. Narcos, although popular in Hispanic conversations as mentioned above, also led in negative sentiment with 8% overall.

 

netflix latinoHispanic women mentioned Orange is the New Black and Crouching Tiger, Hidden Dragon most often, at 71% and 65%, respectively. Men favored posting about Marvel’s Daredevil (64%). Overall conversation was 43% female and 57% male.

Overall, Netflix continues to lead the online streaming revolution and will strive to produce original content in many genres that OYE technology will analyze in the near future including comedies and documentaries.

 

Methodology

This analysis covers over 10,000 Hispanic verified conversations gathered from over 80,000 posts pulled from Facebook, Twitter, Blogs and the web at large about Netflix Originals’ in the drama category. The data was collected between February 15, 2016 – March 14, 2016.

 

References

Hispanic Consumer Media Habits – Thinknow Omnibus 2014: http://www.slideshare.net/ThinkNow_Research/thinknow-research-hispanic-consumer-media-habits

 

About OYE!

OYE! is a business intelligence tool serving well known clients including MassMutual, Square, Schwarzkopf, and White Castle that provides organizations with unique insights into Hispanic conversations online, regardless of the language they speak.
This tool effectively tracks, segments, and monitors real-time online conversations so our clients can make educated business decisions and develop culturally relevant communications with the fastest growing ethnic group in the U.S. OYE! provides an affordable business intelligence solution for brands, government agencies, political parties, nonprofit and educational organizations, PR agencies, and any other entity interested in communicating with Hispanics.

Want to learn more about how OYE! produces these Hispanic insights?  Send an email to info (@) oyeintelligence.com and we will contact you promptly.

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