Comunicación y engagement en Instagram de dos Plataformas de streaming: caso Netflix y Disney+ Latinoamérica durante el periodo 2021

Abstract

In recent years, it has been seen that various streaming platforms have gained territory, even taking away prominence from traditional media such as television. This research intends to address the issue of how two platforms, Netflix and Disney Plus, have established themselves in the audiovisual market in Latin America and the city of Cuenca. In addition to managing their communication and maintaining engagement, they impact and retain their followers through their official accounts on Instagram, @netflixlat, and @disneyplusla. For this study, a mixed methodology was used through a review of content on Instagram and the measurement of the perception of users of this social network around the content disseminated by their official accounts, with the primary objective of determining through comparison the streaming platform that best handles these communicational aspects. Social networks are evolving more and more. Therefore, the shared content must adapt to these frequent changes without losing the style that characterizes each platform. This contribution deepens the main factors that successful streaming companies apply in their digital communication, around the strategy and content management that they have been developing for several years, which has allowed them to create a community of participatory and interactive followers that can generate a successful level of engagement.