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