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OTT competes with TV for social media ratings

Technology and data company Engagement Labs, creator of the eValue score, has released rankings of the top performing US TV broadcast networks and OTT content providers on social media.

“The TV landscape has drastically changed due to the rise in popularity of TV streaming services,” stated Bryan Segal, CEO at Engagement Labs. “Otherwise known as OTT content providers, these services have proven to be fierce competition for traditional TV broadcasters. With the dynamics of television viewing shifting drastically, the online conversations among TV fans have begun to reflect these changes.”

Top US TV Broadcast Networks on Facebook and Twitter

Ranking

Facebook

Twitter

1

Food Network

E!

2

MSNBC

Fox News

3

Fox News

Cartoon Network

4

HGTV

ESPN

5

Fox Business

MTV

6

Logo

Hallmark Channel

7

Golf Channel

Freeform

8

PBS

CNN

9

CNBC

Golf Channel

10

NFL Network

NFL Network

11

CNN

Nickelodeon

12

BET

FOX Sports

13

NBC Sports

Disney Channel

14

Bravo

Bloomberg Television

15

Travel Channel

Discovery

16

CMT

BBC America

17

C-SPAN

AMC

18

Hallmark Channel

FOX Business

19

Cooking Channel

HISTORY

20

Bloomberg Television

Food Network

21

Animal Planet

CMT

22

MTV

MSNBC

23

National Geographic Channel

Comedy Central

24

Discovery

BBC News

25

TV Land

Animal Planet

26

HLN

CBS

27

VH1

Travel Channel

28

IFC

USA Network

29

HISTORY

truTV

30

Lifetime

Logo

31

Comedy Central

Bravo

32

Freeform

FOX

33

TLC

CNBC

34

Cartoon Network

HGTV

35

Syfy

IFC

36

Disney Channel

NBC Sports

37

Nickelodeon

PBS

38

AMC

Lifetime

39

CBS

A&E

40

NBC

ABC

41

SundanceTV

TV Land

42

FOX

National Geographic Channel

43

A&E

TLC

44

Spike

ION Television

45

ION Television

BET

46

E!

TBS

47

The CW

Syfy

48

ABC

C-SPAN

49

Oxygen

NBC

50

truTV

Cooking Channel

 

Top US OTT Content Providers on Facebook and Twitter

Ranking

Facebook

Twitter

1

Hulu

Amazon

2

Amazon

Netflix

3

Netflix

Hulu

On Facebook, TV broadcast networks generally scored extremely well for both Engagement and Impact, with Food Network leading the rankings with the highest overall eValue score. Fox Business had the highest Engagement of the group, using a content strategy which prompted its fans to share their thoughts on various political news stories and video interviews. The network garnered the most likes, comments and shares per 1,000 fans. MTV scored the highest Impact of the group, indicating that its content was reaching the most fans.

While broadcast networks earned impressive scores for Engagement and Impact on Facebook, OTT content providers demonstrated excellent Responsiveness on the channel. All three streaming services – Hulu, Netflix and Amazon – individually earned a higher Responsiveness score than the average Responsiveness score generated by all the TV networks measured, showcasing a commitment to engaging in two-way conversation with subscribers. Hulu placed first for OTT content providers with the highest Engagement. Despite posting much less frequently than its fellow streaming services, fans clearly enjoyed the content the brand shared, including when it announced new shows and posted clips from popular shows.

“With more TV viewers switching to OTT services for their television viewing needs, it’s not surprising to see these services boast similar reach as broadcast networks — as indicated by the high Impact scores,” continued Segal. “These new services are giving TV networks a run for their money by focusing on two-way communication through effective response strategies. These strategies build brand affinity and trust amongst followers, something broadcast networks are lacking on Facebook, as highlighted by their low Responsiveness scores.”

On Twitter, broadcast networks continued to earn high Impact scores, while demonstrating higher Responsiveness on the channel. E! ranked first for the second year in a row, with the highest Engagement, while second-place network, Fox News, scored the highest Impact, tying with ESPN for the category. Additionally, MTV scored the highest Responsiveness of the group.

OTT content providers continued to score well for Impact on Twitter, highlighting that their content is reaching just as diverse audiences as broadcast networks, with Netflix boasting the highest Impact of the OTT services. Engagement was higher on Twitter for streaming services, with Amazon scoring the highest in the category and Hulu gaining the most retweets and likes per 1,000 fans. Amazon ranked as the most responsive, helping to secure its first place ranking.

“Due to the real-time nature of the platform, Twitter lends itself to quicker and more direct fan conversations, which broadcast networks are leveraging. With TV networks focusing primarily on content on Facebook and isolating their response strategies to Twitter, they are missing ample opportunity to engage fans across both channels,” noted Segal. “OTT content providers have identified that both Facebook and Twitter audiences are key assets to their overall online presence and, ultimately, subscription numbers. By taking a page from streaming services and placing emphasis on both content and communication across all online channels, traditional TV networks can continue to engage their widespread audience and translate online engagement into higher TV ratings.”

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