The prevalence of the second screen and social television have been established for some time now, but how does the conversation differ around a show when the whole season is released at once and the audience has the option to binge-watch it all in one go?
We looked at the Twitter conversation around Netflix’s recently released Daredevil to find out.
The overall conversation
345.5k tweets have been posted about Netflix’s latest original series since the beginning of April, from 137.5k contributors, for a total unique reach of 76.2 million. That’s smaller than the few days of Twitter conversation around the fourth season premiere of Game of Thrones on Twitter, but consider that Game of Thrones was working with an established fan base and audience who were anticipating the season premiere. Daredevil does have an existing fanbase from the success of other Marvel projects, Netflix originals, and of course the original comic book character to draw from, but new shows still have to prove themselves and the social conversation is becoming an increasing part of that success. Netflix and Marvel know that, so their Twitter accounts are at the forefront of the conversation, along with two of the show’s stars, Rosario Dawson and Deborah Ann Woll if you take a look at the top contributors to the Daredevil conversation:
- Rosario Dawson
- Deborah Ann Woll
- THR (The Hollywood Reporter)
And these accounts consequently have some of the most popular tweets (by retweets):
— Daredevil (@Daredevil) April 9, 2015
As expected Game of Thrones chatter only got louder as the season progressed as each episode was released in the traditional serialized manner. With a show available all at once, what do we see? The answer that the biggest spike in the conversation happened on April 10th, the day Netflix released the full season, probably does not surprise you:
The day of release
Netflix releases new shows at midnight Pacific Time (3am Eastern) on Fridays (weekend timing makes it perfect for binge-watching), and announces that move with a tweet:
Which coincided with a spike in the conversation for that day, too:
As for the conversation itself, there was some self-aware humor around binge-watching reflected in some of the most retweeted and other prominent tweets:
#Daredevil doesn’t have “previously on…” montages because they know you just watched the previous episode 19 seconds ago.
— Scott Weinberg (@scottEweinberg) April 11, 2015
— E! Online (@eonline) April 10, 2015
As well as good old-fashioned jokes that only make sense if you’re familiar with the main character— or start watching the show to be in on it:
Mashable and Netflix even brought Twitter’s new live-streaming sister app, Periscope, into the conversation by using it to discuss why you should binge-watch the show and to bring fans behind-the-scenes content:
— Netflix US (@netflix) April 3, 2015
A Periscope URL wound up being one of the top URLs in the overall conversation, alongside articles around the show (like the one from Entertainment Weekly in the tweet posted above) and a Netflix link to the show itself. Something for brands- and perhaps especially for entertainment brands- to take into consideration as part of a promotional content marketing plan.
Whether or not you’re an entertainment brand or have anything to do with social television and the second screen at all, you still want to maximize your social listening. Daredevil caught criticism for being a show about a blind superhero that was released without a way for visually impaired fans to fully enjoy it. Netflix heard this, however, and several days later an audio description track was added for the show, along with news that the service would be expanded to its other original series.
That’s taking a blunder, really listening to your fans and followers, and fixing it in a timely manner that results in good PR.
That’s an excellent lesson for any brand.
Do you binge-watch series? Do you tweet about it? Leave your thoughts in the comments!