Digital Marketing

Presentation on
Media & Entertainment Industry

Group 6 :
Abishek M.U - NETFLIX- 19DM014
Alankrita Srivastava -AMAZON PRIME - 19DM026
Apoorva Kaushik -HOTSTAR - 10DM046
Deepa Raghuwanshi – SONY LIV- 19DM065
Malay Pant – JIO CINEMAS- 19DM100
Neha Sharma – ZEE5 - 19DM122
 About Video streaming service
• On demand online entertainment source for TV shows, movies and other
streaming media
• Requires fees, either per view or subscription.
• Some services feature wide hardware support for numerous devices such
as smart TVs, streaming media receivers, computers, tablets and
smartphones.
• Number of users in 2019 was 53 million and expected to be 78 million by
2024.
• Revenue in the Video Streaming segment amounts to US$25,894m in
2020.
About Companies 
Amazon Prime Videos : Launched on September 7, 2006. It has 20% share in this
industry.

Hotstar : Launched on February 2015. It has 20% share in the industry.

Netflix : It introduced streaming services in 2007.  It has 15% market share.

ZEE5 : Launched on February 14, 2018. It has 5% market share.

JIO CINEMA : It started in 2017. It has market share of 4%.

SONY LIV : The service was launched on January 23, 2013. It has 5% market share.
 WEBSITE ANALYSIS BY
WEBSITE GRADER
Performance Mobile SEO Security OVERALL
(30) (30) (30) (10) (100)
Hotstar 24 30 20 10 84

Netflix 24 30 20 10 84

Zee5 27 30 20 10 87

SonyLiv 14 30 15 10 69

Prime Video 24 30 30 10 94

Jio Cinema 14 30 30 10 84
 Performance
Prime Video Zee5 Hotstar Netflix Jio Cinema SonyLiv

Page size 2.1 MB 26 KB 392 KB 1.7 MB 1.1 MB 3.6 MB

Page request 32 13 25 32 74 129
Page speed 1.2 sec 1.9 sec 2.1 sec 1.3 sec 10.8 sec 6.9 sec

SEO
Prime Video Zee5 Hotstar Netflix Jio Cinema SonyLiv

Page Titles (<70) ✔ ✔ ✔ ✔ ✔ ✔

Meta Description ✔ × × ✔ ✔ ✔
(<300)
Headings ✔ × × ✔ ✔ ×
Sitemap ✔ ✔ ✔ × ✔ ✔
 SIMILAR WEB ANALYSIS
Hotstar Netflix Zee5 SonyLiv Prime Video Jio Cinema

Global 452 19 307 2629 318 35952

Rank
Country 33 17 44 180 86 2408
Rank
Category 15 2 10 65 11 1311
Rank
Total Visits 91.64M 6346M 108.2M 22.17M 130.80M 1.7 million

Average 9 min 48 10 min 25 8 min 16 8 min 3 min 4 3 min 48 sec

Visit seconds seconds seconds seconds
Duration

Pages per 4.18 4.23 4.37 3.52 2.89 3.21

visit
Bounce 32.33% 41.16% 41.69% 33.09% 43.08% 33.96%
Rate
 Hotstar Netflix Zee5 SonyLiv Prime Video Jio Cinema

Max •
Direct •
Direct •
Direct •
Direct •
Direct •
Direct
Traffic (72.48%) (89.20%) (64.34%) (71.77%) (69.62%) (66.02%)
Source • Organic • Organic • Organic • Organic • Organic • Organic
Search Search Search Search Search Search
(24.64%) (7.82%) (26.68%) (27.01%) (16.20%) (29.46%)

Traffic • YouTube • YouTube • YouTube • YouTube • YouTube • YouTube

from (75.34%) (70.11%) (80.96%) (90.32%) (67.44%) (80.56%)
Social • Facebook • Facebook • Facebook • Facebook • Facebook • Facebook
(10.63%) (17.57%) (11.42%) (6.17%) (20.65%) (4.70%)

Traffic • Organic • Organic • Organic • Organic • Organic • Organic

from (99.09%) (99.94%) (89.03%) (99.02%) (57.05%) (99.95%)
search • Paid • Paid (0.06%) • Paid • Paid (0.98%) • Paid • Paid (.05%)
(0.91%) (10.97%) (42.95%)
SOCIAL MEDIA ANALYSIS
• GROWTH RATE • COMPETITOR GROWTH RATE
• TRACKING • NO OF CONTENT or POSTS
ENGAGEMENT
Facebook YouTube Growth rate Growth Rate Facebook
followers Followers Facebook YouTube Likes
( in Millions ) ( in Millions ) ( in Millions )

NETFLIX
63.90 12.6 1.72% 3.28% 62.81
HOTSTAR
3.19 1.68 0.07% 1.82% 3.18
JIOCINEMAS
1.35 0.116 0.02% 1.23% 0.95
AMAZON PRIME
12.86 2.24 2.63% 6.67% 12.81
ZEE5
2.18 2.93 0.07% 3.17% 2.1
SONY LIVE
3.91 5.14 -0.12% 3.84% 3.49
 Cross-Channel Posts
Jan 1, 2020 - Jan 30, 2020

Cross-Channel Posts
The total number of posts across all tracked social channels.
 Cross-Channel Engagement Total
Jan 1, 2020 - Jan 30, 2020

Cross-Channel Engagement Total

The total number of engagement actions across all tracked social channels.
Facebook Posts vs. YouTube Posts vs.
Facebook Engagement YouTube Engagement
Total / Post Total / Post
Jan 1, 2020 - Jan 30, 2020 Jan 1, 2020 - Jan 30, 2020

Facebook Posts
The number of new posts published during the selected time period.
YouTube Posts
The total number of posts on this company's YouTube channel during the selected time period.
 SENTIMENT ANALYSIS – FACEBOOK & YOUTUBE
engagement engagement rate
company total applause conversation amplification posts avg posts per day by follower hashtags

JioCinema 8316 7506 510 68 98 3.266666667 0.000848457 76

Netflix (US) 4378204 3141995 566944 601106 193 6.433333333 0.000595219 0

Prime Video 866092 797690 23947 35183 138 4.6 0.000582534 50

sonylive.com 426957 404002 8773 2382 575 19.16666667 0.000176375 275

ZEE5 158366 150828 3990 571 354 11.8 0.000170746 176

hotstar 19 15 2 2 6 0.2 0.000046881 4

 TWITTER ANALYSIS: FOLLOWERS

 Netflix has the highest Twitter followers followed by Prime Video and Hotstar

 Reason: Updated content is posted on daily basis, meme generator, celebs tweeting
about Netflix, Netflix includes their partners in their tweets.

 The number of Tweets per day are very high in case of SonyLiv followed by Netflix.

 Netflix playing on Reply and SonyLiv playing on Normal tweets.

 More number of tweets does not necessarily means high conversion. It can also irritate
people.
TWEETS Normal Retweets Reply
Netflix 2.83 8.53 35.20
Prime Video 3.40 0.17 0.53
Hotstar 0.50 0 0.40
Sony Liv 30.57 0 17.20
Jio Cinema 3.70 0.10 0.20
Zee5 6 0 2.53
TWITTER ANALYSIS: ENGAGEMENT

 Twitter engagement rate

 More in case of Jio Cinema because they post such content which engages more
people (Bigg Boss)

 Jio Cinema tie up with RVCJ media (including them in tweets) which is similar to a
digital marketing agency.

 More number of #Hashtags used by Jio Cinemas (90% of Tweets) which makes
their post easier to find.
 Engagement
Highest
Highest Number of
followers
 INSTAGRAM ANALYSIS
Followers No. of Posts Average Likes
Netflix 20.1m 2295 404k
Prime Video 461k 1937 8192
Jio Cinema 157k 1912 466
Hotstar 159k 793 333
Zee5 122k 3013 350
SonyLiv 94.8k 1650 200

• Netflix has highest number of followers, posts and likes. Reason- Updated Content, more images than videos.
• Prime Video- Average 5 posts in a day, Customer engagement is good. Reason- They conduct polls after every
3 posts.
• Jio Cinema & Hotstar are not able to capture their audience in comparison to others. Reason- Mostly sports
update and daily soap operas
• Zee5- Average 5 posts in a day but no mention of their premium content in those posts.
• SonyLiv- Customer engagement is less as their posts are mostly of shows are already been published. Not
creating a feeling of excitement in audience.
 RECOMMENDATIONS:
NETFLIX:
 Social Media Marketing
 Include regional contents.
 Reduce Java scripts.

PRIME VIDEO:
 Focus on Instagram page.
 Work on keyword gaps.
 Include regional contents.
 RECOMMENDATIONS:
NETFLIX:
 Improve SEO
 Include regional contents.
 Reduce Java scripts.

PRIME VIDEO:
 Focus on Instagram page.
 Include regional contents.
Contd.
HOTSTAR:
 Improve its twitter presence.
 Work on meta description.

SONY LIV:
 Work on social presence.
 Improve page speed.
 Social Media Engagement.
Contd.
JIO CINEMA:
 Work on paid search.
 Work on page speed.
 Start social campaigns.

ZEE5:
 Improve social media presence.
 Decrease the bounce rate.