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Amazon and Netflix ramp up marketing as the holiday season heats up

Amazon and Netflix ramp up marketing as the holiday season heats up

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The Drum – For November, Amazon was heavily promoting the return of Mozart in the Jungle, while Netflix, The Crown. Here is the full analysis.

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Insights:

  • Amazon won the total # of online websites by a landslide–running on 251 unique online websites. Top shows promoted were Suits, Mozart in the Jungle, and Complete Unknown.
  • Netflix debuted two major shows this November with a significant advertising push for The Crown (November 4th launch) and Gilmore Girls: A Year in the Life (November 25th launch). The two shows accounted for 82% of Netflix’s online video ads and 50% of the online websites Netflix ran across.
  • Hulu made a big digital push for Broad City across 54% of the online websites that Hulu advertised on and made an extensive linear push for Chance on 96% of the TV networks that Hulu shows advertised on.
  • Seeso’s digital push was sizable, relative to the small # of total shows to total # of online websites. For six shows, they advertised across 42 websites. Top shows promoted included HarmonQuest, Hidden America with Jonah Ray, and Doug Stanhope: No Place Like Home.
  • Go90’s most advertised show in November was Top Grier featuring 16-year-old Vine star, Hayes Grier to try his hand at running a farm. Grier is also famous for becoming the youngest contestant on Dancing with the Stars.

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