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Netflix is promoting its upcoming "Black Mirror" season with a mini-series titled "Little Black Mirror", broadcast on YouTube through Netflix's America Latina channel, featuring YouTube stars from all over America. Latin, by Variety.
The Latinx stars involved are heavyweights in Latin America, gathering more than 37 million subscribers only on YouTube. The first episode was released Sunday and the other two should be aired a week from now.
Here is what it means: The creation of an Influencer-based local YouTube promotion represents Netflix's last judicious use of social media and could help it take advantage of the growing opportunity of SVOD in LATAM.
By joining popular Latin American YouTube, Netflix is likely to generate excitement and commitment to its content in the region. In the United States, Netflix has generated a social presence that relies on Generation Y and Generation Z, which has allowed it to generate cultural interest around its content and to be a strong voice for its brand.
But Netflix's Latin American social accounts are less popular in comparison: Netflix's Latin American Instagram account has 4.8 million followers, against 13.9 million followers on the US Instagram account; while the Latin American Twitter account has 2.2 million followers, compared to 5.9 on the US Twitter.
YouTube offers a particularly compelling opportunity to link content to advertising, because YouTube stars are content creators and brands that are one of them. They have loyal fans and are particularly attentive to trends that interest their audience. That means asking them to create and dynamize content – like Netflix, for example, for its promotional mini-series – will help ensure both reach and resonance.
LATAM represents a serious opportunity for Netflix, as the SVOD takes off and the streamer lacks the same ubiquity that it enjoys in other markets. The SVOD market is growing in Latin America, which represents a major opportunity: Latin America has reached a record 27.1 million subscribers to the SVOD by the end of 2018 and is expected to reach 51 million by 2024. In line with its broader strategy, Netflix seeks to create a presence that plays well on local markets by producing content in the region, created by local talent.
The largest image: Netflix is localizing its social media strategy alongside its strategic drive to localize content production in international markets.
Content localization has become a growing priority for the streaming giant, as subscriber growth slows in key markets such as the United States. Netflix strives to establish in other developing markets around the world. He recently announced the production of a new original Arabic based on a series of best-selling books by the late Egyptian author Ahmed Khaled Tawfik.
He also announced the production of 10 new original Indian films, as well as the availability of original – upcoming – content – in Azerbaijan, Vietnam, Nigeria, Saudi Arabia, Singapore, Turkey and Indonesia.
The allocation of resources to a localized marketing strategy could become even more imperative in the face of increasing competition from the local SVOD, which is likely to experience a better regional market. Especially in Latin America, Netflix has added a lot of content to its catalog for meet the wishes of the programming. growing number of subscribers in the region.
And while Netflix is expected to account for 50% of the SVOD disc market in Latin America by 2024, totaling 26.3 million paying subscribers, which is down from 66% of the market than anywhere else in the world. She represented last year. This decreasing share points to a growing but congested LATAM market, which means that Netflix needs to prepare for stronger competition over time.
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