2018 Industry Report: Media and Entertainment 1

NETBASE INDUSTRY REPORT 2018 MEDIA AND ENTERTAINMENT 2 2018 Industry Report: Media and Entertainment

TABLE OF CONTENTS

Preface:...... 3 Scope of the Report:...... 3 Executive Summary:...... 4 Digital Media:...... 5 Sports:...... 5 Streaming:...... 5 TV Networks:...... 5 Methodology:...... 6 Summary Metrics:...... 6 Aggregated Key Metrics (all brands researched)...... 6 Categories by share of mention volume: ...... 7 Net Sentiment:...... 7 Passion Intensity:...... 8 Brand Passion Index:...... 8 Ranking of Media and Entertainment Brands:...... 9 Category Insights:...... 11 Digital Media:...... 11 Sports:...... 14 Streaming:...... 16 TV Networks:...... 21 Closing Statement:...... 25 2018 Industry Report: Media and Entertainment 3

PREFACE Consumer opinions matter, even the singular one from the curmudgeon on Twitter. These opinions especially matter when it comes to media and entertainment brands. Millions of social media users are being influenced on what to watch and what to boycott online. Your brand needs to stay on top of the latest trends in sentiment to stay on top of mind and protect your reputation.

No matter your brand, no matter your business, global technology is bringing everyday consumer dynamics right into the hands of business leaders. A never- ending stream of social information reveals how consumers feel about their brands, lives, interests, and everything in between. CEOs and CMOs must navigate emerging trends, reputation challenges, brand reviews, and consumer connectivity—all at the speed of social.

That’s what this report seeks to uncover: learn how No matter your brand, no to straddle the world of social listening and business. Your consumers are out there, pouring their wants and matter your business, global needs into social. What is your audience passionate about? What content drives and resonates with technology is bringing your audience? And what ultimately motivates your everyday consumer dynamics audience to trust your brand? These are the questions at the top of mind for business leaders, and the best right into the hands of part is, the answers are already out there. You just have to listen. business leaders.

SCOPE OF THE REPORT The media and entertainment landscape is incredibly competitive. With so many channels and formats it’s challenging to know where your audience is watching and what they’re sharing. That makes it difficult to discover and translate these consumer anxieties and passions into actionable insights for brands. As such, the goal of this report will be to translate and package these conversations into digestible insights that illustrate the trends, emotions, and passions around media and entertainment companies. 4 2018 Industry Report: Media and Entertainment EXECUTIVE SUMMARY

NS BPI Total Topic Reach Reach Category Mentions Awareness Awareness Social Rank

YouTube Streaming 1 698,112,230 308,601,588,226 4,978,112,555,887 44 48

NBA Sports 2 89,088,608 1,154,291,744,050 2,320,938,565,265 42 46

Premier League Sports 3 31,406,136 212,894,697,200 1,552,782,367,774 61 74

Champions League Sports 4 21,146,634 362,134,738,498 1,003,415,295,009 68 60

NFL Sports 4 118,901,204 2,423,265,003,759 4,949,381,113,248 29 9

MLB Sports 5 34,790,015 182,339,490,678 623,596,316,729 46 52

The New York Times Digital Media 6 49,253,617 2,119,285,676,361 2,812,753,174,805 -8 18

Spotify Streaming 7 76,345,882 20,552,570,038 548,729,363,111 60 54

ESPN TV Networks 8 55,256,131 572,089,820,622 2,968,573,668,334 14 14

La Liga Sports 9 7,268,786 158,950,063,042 1,115,212,638,965 53 56

The Guardian Digital Media 9 23,694,074 797,244,258,369 1,693,606,856,123 9 25

Netflix Streaming 10 69,967,147 60,833,959,532 874,506,864,966 37 38

Top 10 Brands. The Top 10 brands accounted for 64% of all mentions in our report which tracks with the same pattern we see in other industries—the top 10 brands in a given industry normally account for around 70% of the total conversation volume. That means smaller brands have a hard time cutting through and getting in the conversation—especially for media and entertainment brands that aren’t a sports brand. Sports brands took 6 of the top 10 spots in this year’s report.

T

Top 10 Brand Passion Index 2018 Industry Report: Media and Entertainment 5

By mapping out Net Sentiment and Passion Intensity across two axes, NetBase shows a more nuanced version of Sentiment—going past simple positive and negative to uncover love and hate. Just because sentiment is negative does not mean that people feel strongly about something. The BPI also shows conversation volume giving an indication of the relative size of conversations around each brand in the top 10—YouTube is the clear winner on conversation volume, but not as loved as Football leagues.

DIGITAL MEDIA: Conversations around digital media brands accounted for 9% of the total share of voice for media and entertainment brands. 2017–2018 was a political year for all publications— even Teen Vogue which found a political voice that resonated with their audience.

SPORTS: Sports earned 18% of the share of voice while representing 20% of the share of brands we researched for this report—out-performing both Digital Media Brands and TV Networks for relative share of conversation. Football leagues are some of the most loved and most talked about brands on our list and social listening helps us dive into those fans behavior. Notably—people love talking about watching their favorite team, or in the case of the MLB, attending games.

STREAMING: Streaming claimed the majority of the share of voice for brands in this report, gathering 53% of mentions for all brands we researched while representing 30% of the share of brands we researched. This share of voice was primarily driven by YouTube, a brand which has incredible awareness and reach. Streaming brands had on average the highest net sentiment of brands we researched for this list scoring 16% higher than average. Streaming brands should pay close attention to their users switching behavior and conversations online to help retain customers and attract switchers from competitors.

TV NETWORKS: TV Networks claim 20% of the share of voice for brands we researched in this report— lagging far behind Streaming services. TV Networks play to their strengths online—the traditional networks have audiences glued to the news, and cable networks are focused on their signature content brands like Outlander and Game of Thrones. 6 2018 Industry Report: Media and Entertainment METHODOLOGY Our analysis of brand performance looked at volume of conversation, awareness (as a measure of earned impressions), reach (a measure of owned impressions), net sentiment, and brand passion as measured and analyzed through the NetBase platform. Given that there are an incredible number of media and entertainment brands, we chose to select popular brands within four categories to streamline our analysis. Our analysis ran from April 1st 2017 to April 1st 2018 allowing us to look at the flow of conversation around these brands over a year’s time. We also used NetBase themes which allow us to dive deeper into conversations and look at the underlying emotions in these social conversations.

Indexing and social ranking is an average measure of actual position for each metric (ranked relative to the other brands in the list), with the largest, most positive, or most passionate brands ranking first. The analysis was English-language only but country agnostic. We have included a number of brands from around the world to expand the scope of the report to reflect international conversation. The following report examines top trends and overall performance of selected brands as discussed across several social channels. Because media and entertainment brands represent diverse content and delivery platform, our analysis focused on an assortment of brands, represented by 50 brands across the following categories—Digital Media, Sports, Streaming, and TV Networks. SUMMARY METRICS

Mentions Net Sentiment 2B 34%

Reach // Awareness Passion Intensity (Average) 11T // 42T 40

Aggregated Key Metrics (all brands researched) 2018 Industry Report: Media and Entertainment 7

[20%] [9%] Digital Media [30%] [20%] Sports [18%] Share of Voice (Inside) vs Streaming Representation of Categories in TV Networks Study (Outside) [20%]

Categories by share of mention volume [53%]

[30%]

AVERAGE NET SENTIMENT BY CATEGORY Streaming 49

Sports 42

TV Networks 29

Digital Media 12

( ( Positives – Negatives) / ( Positives + Negatives ) ) * 100

A net sentiment score of +100 means that all opinions of the brand are positive; a score of -100 means that all opinions of the brand are negative. Brands with the highest degree of negative sentiment have scores of 0 to slightly negative, such as -10. A score below 50 means that net sentiment for the topic is lower than most brands.

Not every post on social media is dripping with passion, but every post is arguably inspired by emotion on some level. Social posts fall into one of two categories: users sharing their own feelings, or inspiring others to feel something. The range of emotions represented on social media run the gamut—with some being stronger than others, naturally. Strong emotions on the positive side are great—especially if any of that sentiment is directed toward your brand. [31%]

8 2018 Industry Report: Media and Entertainment

AVERAGE BRAND PASSION BY CATEGORY Sports 72

Streaming 67

Digital Media 61

TV Networks 60

A * (Strong Emotions – Weak Emotions) / (Strong Emotions + Weak Emotions) + B NOTE: A topic’s passion intensity score is independent of the topic’s mentions count and net sentiment score. For example, a topic can have a large number of matching mentions, a high net sentiment score, and a low passion intensity score.

Using NetBase, we are able to go deeper than sentiment to understand the intensity of language within each post. How passionate are social media users towards the media and entertainment industry and how is it tied to successful brand performance? We broke down millions of consumer conversations to see how positive and passionate customers are about each attribute. AVERAGE BRAND PASSION INDEX BY CATEGORY Sports 48

Streaming 48

TV Networks 35

Digital Media 28

Net Sentiment and Passion Intensity tell a compelling story when looked at together, so we’ve delivered a metric that indexes overall favorability. Think about it this way, if a brand has a low Net Sentiment, but a very high Passion Intensity, this tells us a brand is hated, which should be given a lower score than a brand with the same Passion but a high Net Sentiment score. This way we can get an overall look at how people feel about the different media and entertainment categories. 2018 Industry Report: Media and Entertainment 9

RANKING OF MEDIA AND ENTERTAINMENT BRANDS

BPI Net Total Topic Reach Reach Category Mentions Sentiment Awareness Awareness Social Rank

YouTube Streaming 1 698,112,230 308,601,588,226 4,978,112,555,887 44 48 NBA Sports 2 89,088,608 1,154,291,744,050 2,320,938,565,265 42 46 Premier League Sports 3 31,406,136 212,894,697,200 1,552,782,367,774 61 74 Champions League Sports 4 21,146,634 362,134,738,498 1,003,415,295,009 68 60 NFL Sports 4 118,901,204 2,423,265,003,759 4,949,381,113,248 29 9 MLB Sports 5 34,790,015 182,339,490,678 623,596,316,729 46 52 The New York Times Digital Media 6 49,253,617 2,119,285,676,361 2,812,753,174,805 -8 18 Spotify Streaming 7 76,345,882 20,552,570,038 548,729,363,111 60 54 ESPN TV Networks 8 55,256,131 572,089,820,622 2,968,573,668,334 14 14 La Liga Sports 9 7,268,786 158,950,063,042 1,115,212,638,965 53 56 The Guardian Digital Media 9 23,694,074 797,244,258,369 1,693,606,856,123 9 25 Netflix Streaming 10 69,967,147 60,833,959,532 874,506,864,966 37 38 NHL Sports 11 22,916,888 150,452,060,068 448,322,511,499 42 52 The BBC TV Networks 12 85,232,650 16,383,198,950 2,227,177,552,350 19 31 Apple Music Streaming 13 15,221,795 55,555,130,936 168,011,443,342 68 68 Sound Cloud Streaming 13 83,832,130 7,601,905,447 748,738,365,423 43 48 RT TV Networks 14 32,664,439 130,030,742,572 465,346,856,943 27 41 The Washington Digital Media 14 35,908,633 659,617,043,576 1,061,185,615,186 14 13 Post The New Yorker Digital Media 15 6,101,519 231,807,865,660 310,020,284,959 29 49 Teen Vogue Digital Media 16 5,175,692 175,006,485,825 194,514,726,901 62 60 GQ Digital Media 17 10,302,322 52,574,602,282 133,461,644,115 48 60 The Wall Street Digital Media 18 10,972,928 682,883,869,000 1,041,318,510,795 -5 17 Journal ABC TV Networks 19 58,547,545 3,455,190,679 2,929,224,468,564 7 21 Bleacher Report Digital Media 20 41,826,137 217,235,700,840 236,404,633,986 24 19 Fox TV Networks 20 92,920,028 3,079,890,948 2,218,690,673,408 4 19 Formula One Sports 21 18,358,794 38,068,608,922 307,475,562,995 51 45 Hulu Streaming 22 6,686,949 72,214,961,224 180,361,840,350 48 50 Twitch Streaming 23 67,482,616 14,597,752,340 330,115,478,976 10 21 HBO TV Networks 24 11,538,211 19,769,775,156 272,941,329,292 23 37 CBS TV Networks 25 19,281,617 30,348,064,009 608,368,567,367 5 19 Showtime TV Networks 26 7,641,748 1,606,633,299 89,560,476,044 86 96 HBO Streaming Streaming 27 2,815,355 19,578,193,596 50,688,571,044 46 61 10 2018 Industry Report: Media and Entertainment

BPI Net Total Topic Reach Reach Category Mentions Sentiment Awareness Awareness Social Rank

AMC TV Networks 28 5,672,085 2,782,115,105 1,493,235,379,504 36 35 NBC TV Networks 29 24,143,814 10,117,828,850 785,457,946,833 15 15 Bundesliga Sports 30 3,189,389 16,664,651,024 125,369,008,665 61 50 Starz TV Networks 31 4,357,346 1,605,681,685 37,162,613,969 66 67 Amazon Prime Video Streaming 32 560,670 12,156,069,499 25,368,232,101 65 55 Crunchyroll Streaming 33 5,132,199 19,549,328,378 25,925,651,651 40 40 Pandora Streaming 33 8,492,814 11,238,216,664 115,896,736,969 72 27 TIDAL Streaming 34 7,180,785 6,802,072,383 97,964,092,562 30 33 DirecTV Now Streaming 35 390,228 398,926,512 9,233,531,692 60 80 Australian Sports 36 4,867,252 11,225,673,027 108,295,110,010 27 32 Football League FuboTV Streaming 37 120,302 281,821,400 10,582,945,644 57 68 Univision TV Networks 38 826,957 2,339,902,407 25,291,327,125 36 44 Sling TV Streaming 38 318,869 13,542,008,807 26,693,233,542 55 35 TF1 TV Networks 39 320,870 325,832,464 3,714,729,950 66 42 Le Monde Digital Media 39 735,371 2,140,547,734 14,028,054,055 19 22 TV Asahi TV Networks 40 97,390 831,630 633,277,453 53 33 Der Spiegel Digital Media 41 321,996 123,788,907 8,308,255,791 45 0 ZDF TV Networks 42 237,523 59,748,438 6,188,056,003 39 12

Glossary Mentions—overall volume of conversation Reach—Impressions from original tweets posted by a brand, such as @Chickfila, and any replies to or retweets of the brand. This is a measure of “owned” impressions. Awareness—Impressions from all tweets that mention a brand, excluding those that are classified as owned tweets. This is a measure of “earned” impressions. Net Sentiment—How positively a brand is perceived, on a scale of +100% to -100% Brand Passion—Measures the amount of emotion towards a brand; on a scale of 0 to 100. Owned Impressions—Impressions originating from posts submitted by the brand itself. See “Reach.” Earned Impressions—Impressions including mentions of a brand that originate from other sources than the brand organization itself

To receive a detailed report on your brand, please contact NetBase at [email protected]. 2018 Industry Report: Media and Entertainment 11 CATEGORY INSIGHTS: DIGITAL MEDIA

Digital Media brand comparison ranked by mentions

Digital Media BPI 12 2018 Industry Report: Media and Entertainment

Digital Media brands despite an exciting year made up 9% of the total conversation for media and entertainment brands on this year’s list. Notably, The New York Times and The Guardian broke into the top 10, with the bulk of the rest of these brands were included in the top half of brands. So although they only represent a small amount of the share of voice, these brands are certainly on the top of mind with social users.

In 2017–2018 all Digital Media brands got political. Even Teen Vogue jumped into the political conversation fray—choosing to tweet about white supremacy instead of the teen choice awards (something more traditionally their speed), and social media loved it.

Instead of sticking to their regular programming for the Teen Choice Awards, Teen Vogue started a conversation about racism, Charlottesville, and white supremacy.

Tracking that day in NetBase, we see a HUGE positive spike in sentiment and above average conversation volume for the brand. This goes to show that sometimes it pays to go off script and take a risk. That risk can help brands form a stronger connection with their audience.

The political spotlight wasn’t always exclusively brand positive. GQ drew a lot of negative (and positive) attention for their “Citizen of the Year” pick Colin Kaepernick.

While GQ regularly draws conversation, one week clearly stands out. GQ’s conversation spike was driven largely by Fox News Coverage of GQ’s Citizen of the Year winner. 2018 Industry Report: Media and Entertainment 13

Just because the conversation turned incredibly negative doesn’t mean that there isn’t love—looking deeper into the conversations and sentiment drivers around GQ show that there’s a lot of love for the brand. Taking the year as a whole—one negative week doesn’t determine a brand’s performance.

In fact—while covering divisive issues—GQ and Teen Vogue were the most loved Digital Media brands on our list. That’s the power of having the right message for your audience.

Love for GQ. 14 2018 Industry Report: Media and Entertainment

CATEGORY INSIGHTS: SPORTS

Sports brand comparison ranked by mentions

Brand Passion Index for sports brands

The Premier League (#3), Champions League (#4), and La Liga (#9) all lead the competition in brand passion. Now that’s what we call a passionate fanbase. In fact, the Premier League is the second most loved brand out of all 50 brands we researched for this list. 2018 Industry Report: Media and Entertainment 15

^^Lots of fans are excited to watch. << Top Behaviors for Premier League fans

To look deeper we examined the most common behaviors associated with conversatiosn around sports brands. “Watch” is the #1 behavior for nearly every sports brand—that’s not surprising—sports fans obviously love watching sports. However, we can look past the oblivious insight to find a deeper insight. For MLB fans, the second most mentioned behavior is “attend”—Baseball fans are sharing how they’re looking forward to attending a game in-person—an opportunity for Baseball teams to maybe reach out and invite fans to the park.

^^MLB fans are excited to attend their first games. << The second most mentioned behavior for the MLB is attend.

YouTube is a great way to promote your sports brand. This prank video was the second most popular post for Premier League fans. 16 2018 Industry Report: Media and Entertainment CATEGORY INSIGHTS: STREAMING

Streaming comparison ranked by mentions 2018 Industry Report: Media and Entertainment 17

Streaming brands Brand Passion Index

Streaming brands showed well this year taking 3/10 spots in our top 10. YouTube was #1 in our comparison driven by massive volume of mentions, reach, and the most awareness of any brand on our list (as measured by earned impressions). Spotify (#7) and Netflix (#10) also performed well across all categories we measured.

Looking at the streaming category brand passion index we see that streaming brands are more widely distributed across the axes than other categories. This tells us that there’s a lot of room in the category to work to build engagement and passion for these brands.

YouTube conversation summary YouTube enjoyed steady conversation volume all year round—it seems the brand is always on the top of mind for social users. Net Sentiment is fairly steady as well—we do see the largest spike in Negativity in the first week of January. 18 2018 Industry Report: Media and Entertainment

YouTube Logan Paul Digging in—that spike was driven by public outcry over YouTube create Logan Paul who drew negative attention for a number of videos that featured inappropriate behavior—causing people to call for his account to be deleted.

YouTube can’t quit Logan Paul

Logan Paul remains on the platform though. Using NetBase we dove deeper into the most popular posts for YouTube and found that the second most popular post by engagements was Logan Paul’s Santa Diss Track featured on YouTube’s music video property VEVO.

We noticed another trend in the top YouTube posts—children’s content. Videos aimed at youngsters were often among the most viewed and engaged videos—taking 8 of the top 10 engaged videos over the last year as measured by NetBase. 2018 Industry Report: Media and Entertainment 19

Content for young viewers is among the most popular content on the platform.

Streaming brands showed well this year taking 3/10 spots in our top 10. YouTube was #1 in our comparison driven by massive volume of mentions, reach, and awareness

DirecTV had a hit this past year with their #JLoNOW live concert series. This could be differentiator from other services. And fans are loving it with DirecTV now hitting a perfect 100 for brand passion. 20 2018 Industry Report: Media and Entertainment

Music Streaming brands Brand Passion Index

Music streaming services compared by mentions of thematic content.

While most users are talking about price and value we’ve also identified thousands of conversations where users are discussing switching between platforms. Some have already made the decision, and some are still considering—brands need to pay attention to these conversations to identify customers leaving their service.

The Hulu bundle with Spotify convinced this user to switch Social recommendations online can influence switching behavior 2018 Industry Report: Media and Entertainment 21 CATEGORY INSIGHTS: TV NETWORKS

TV Networks Brand Comparison Ranked by Mentions 22 2018 Industry Report: Media and Entertainment

TV Networks Brand Passion Index

Fox Sentiment Drivers CBS Sentiment Drivers

ABC Sentiment Drivers 2018 Industry Report: Media and Entertainment 23

In the current political climate social media users are glued to the news—News is the number one mentioned term for traditional TV Networks. And the news is spreading out past the traditional networks.

ESPN Summary Metrics

The leading cause of the drop in sentiment for ESPN is tied to ESPN’s response to reactions to Jemele Hill’s political comments. 24 2018 Industry Report: Media and Entertainment

Starz Series Outlander—currently in-between seasons is the most talked about property for Starz. If we look at Starz’ conversation trends over the last year we see swells in conversation volume and sentiment that coincide with the show.

The other networks show similar conversation driven by their signature shows.

AMC fans can’t get enough Walking Dead It’s no surprise that HBO fans have GoT on the mind 2018 Industry Report: Media and Entertainment 25 CLOSING STATEMENT Politics is breaking in to every aspect of media and entertainment, but consumers are talking about so much more on social media. Whether that’s a discussion about going to see their favorite sports team, or their favorite tv show, consumers are sharing their experiences with media properties online. And the best brands are using insights from these conversations to help improve their reach and performance, as well as identifying important consumer behaviors. If you brand isn’t listening now, there’s no better time to start.

Trusted by the World’s Top Brands

NetBase is the social analytics platform that global companies use to run brands, build businesses, and connect with consumers every second. Its platform @NetBase processes millions of social media posts daily for actionable business insights for marketing, research, NetBase Solutions, Inc customer service, sales, PR and product innovation.

NetBase is recognized by analysts and customers as the NetBaseInc leader in Social Analytics. NetBase was rated a category leader by Forrester in the “Forrester Wave: Enterprise Social Listening Platforms, Q1 2016” report. NetBase was also named a top rated social media management platform by software users on TrustRadius and a market leader by G2 Crowd.

NETBASE HEADQUARTERS 3960 Freedom Circle, Suite 201 Santa Clara, CA 95054 P: 855-762-6764 E: [email protected] www.netbase.com 201805014_V2