Which Is Better, Streaming Or Cable? Who Is Controlling The Media?


Streaming Or Cable

YouTube Takes the Lead in Online Streaming


No industry has witnessed a higher increase in communication than media and entertainment during the COVID epidemic, as individuals shared their favorite tips for ways to occupy themselves and their families.


We’ve seen media and entertainment as one of the most dynamic categories during the pandemic over the last year, as consumer conversations about leading streaming media services or over-the-top content platforms (OTT) exploded as movies and movie theaters were shuttered, and COVID imposed restrictions on other forms of recreation and entertainment.


Between last year and 2021, a host of new brands joined the streaming service market, including Disney+, Peacock, Apple TV+, HBO Max, Paramount+, and Discovery+, to name a few, and consumers sought out and shared their experiences with family and friends.


In light of this, here are the top-performing media and entertainment brands in Q3 2021, as determined by their physical and online TotalSocial performance.


To begin, although streaming and over-the-top services have dominated the Emmys and continue to build their subscriber counts, a handful of cable networks remain champions in the fight for offline and online buzz.


Second, five brands rank in the top ten of offline and online performance, and five are in the top ten of one but not the other. Optimal success requires both online and offline strength, and we congratulate those at the top of both lists and advise those who are not yet in the top 10 to capitalize on their strengths and work to improve in areas where they are not currently in the top 10.


Third, the top ten list is quite changeable. Around half of the top brands, offline and online, were also top brands a year ago; around half are new.


YouTube and Discovery Outperform on Brand Content


The Discovery Channel tops our offline rankings, while YouTube takes the top place online.


Discovery is one of five cable networks that rank in the top ten in the offline ratings, along with HGTV, Cartoon Network, ESPN, and TNT. Amazon Prime Video is ranked second offline and is joined in the top ten by streaming/OTT businesses Netflix, Disney +, Spotify, and Hulu.


The online Top 10 is segmented among streaming/OTT services and cable networks. Three other streaming services have joined YouTube: Netflix, Spotify, and Hulu. Meanwhile, six non-streaming services exist, led by WWE (which ranks second overall), ESPN, AMC, Marvel, MTV, and HGTV.


Additionally, five of the top ten are included on online and offline lists: Netflix, HGTV, Spotify, Hulu, and ESPN. As TotalSocial has proved, physical and online performance is critical for business results, and hence these five companies deserve recognition.


These five are among the top ten achievers in their respective fields. Still, not online: Discovery, Amazon Prime Video, Disney+, Cartoon Network, and TNT are the five networks that rank in the top ten online but not offline: YouTube, WWE, AMC, Marvel, and MTV are all examples. Each would benefit from techniques to help them capitalize on their strengths and develop in areas where they are not currently top achievers.


When comparing the current rankings to the same period last year, seven of the top ten offline performances were the same: Discovery Channel, Amazon Prime Video, Netflix, Disney+, HGTV, Spotify, and Hulu. This stability is noteworthy, particularly at the age of rapid change in the media environment and, more broadly, the consumer economy.


Cartoon Network, TNT, and ESPN are newcomers to the offline top ten in Q3. Marvel, Nickelodeon, and YouTube dropped out of the offline Top 10 rankings.


A year ago, six of the top ten online performers were also top performers: WWE, Netflix, Spotify, ESPN, MTV, and HGTV. YouTube, AMC, Marvel, and Hulu join the roster of internet leaders in Q3 2021. CNN, Food Network, Amazon Prime Video, and Disney+ have all dropped out of the Top 10.


We have shown at Engagement Labs that for the majority of businesses, there is little to no link between what is discussed online on social media and what is discussed offline, indicating that tactics to activate both are critical.


Why is this significant?


This is true for marketers in the media entertainment industry and all advertisers. According to a study published in the MIT Sloan Management Review, consumer conversations account for approximately 19 percent of purchases. This includes conversations triggered by paid advertising. We find that one-quarter of the impact of advertising on sales is due to consumers talking about the brand.


To be successful, businesses must have a comprehensive social strategy. Begin by gaining awareness of what people are saying about your brand both online and offline, what motivates those discussions, and how they vary.


Our proprietary “TotalSocial” Scorecard study delves deeper into the social impact factors for your business. It is brand-specific and gives vital information about your brand’s position and competitive threats. Sign up for our newsletter, and we’ll send you a free social influence briefing.


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