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Use Canvs to track emotional reactions to streaming content

A streaming content provider with original programming wanted to understand how viewers were Emotionally Reacting to one of its recently dropped priority shows. By using Canvs, the streaming provider was not only able to monitor the emotional breakdown of conversation to its show six weeks prior to its premiere, but understand the viewing behaviors of a time-shifted program. With Canvs insights, the streaming provider was able to plan for future show entities aimed at similar audiences.


Key findings AT A GLANCE

51Percent

At 51%, excited drove the highest share of Emotional Reactions (ERs) to pre-premiere conversation of the streaming show.

Calendar

During the show’s premiere date, love, good, and excited were the top driving emotions. Into the evening, cried conversation quickly replaced excited.

56Percent

Premiere weekend emotional conversation was mainly driven by love and good, drawing 56% of all Emotional Reactions collectively.

 
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Celebrity guest stars drove the highest share of Emotional Reactions made to characters and actors.

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Spikes in emotional conversation directly correlate to teasers, trailers, and other promos being shared on the streaming provider’s YouTube and Twitter channels.

 

Introduction-Icon

INTRODUCTION

As streaming providers have shifted the time-viewing paradigm of programming, analyzing data to streaming properties in a 24/7 capacity has become more critical than ever. Streaming providers can leverage Canvs to understand the emotional nuances expressed by their audiences, especially as they have evolved over time. Zeroing in on emotions can give streaming providers nuanced insights into how their audiences emotionally react during pre-premiere, premiere, and post-premier time frames.


Objectives Icon

Objectives

  • Understand the emotional breakdown of conversation to the streaming property over time
  • Determine which actors and characters received the greatest volume of Emotional Reactions on Twitter
  • Identify and unlock emotional conversation highlights surrounding the streaming property across time
Methodology-Icon

Methodology

  • Analyze emotional breakdown of Twitter conversation across the priority show’s pre-premiere, premiere date, and post-premiere
  • Extract insights concerning viewership behavior
  • Perform a character and actor analysis to determine who drove the highest share of emotional conversation
  • Dive into the top drivers of conversation to unlock further insights around emotional discussion of the streaming show

Key Findings Icon

KEY FINDINGS

  • At 51%, excited drove the highest share of Emotional Reactions to the pre-premiere of the streaming show. This suggests that the streaming provider was effective at driving fans’ anticipation to the show’s premiere. Within excited conversation, the show’s title and the streaming platform were within the top three mentioned hashtags, while “#cantwait,” “#excited,” and “#soexcited” were within the top 10.
  • During the show’s premiere date, love, good, and excited were the top driving emotional categories. Into the evening, cried conversation quickly replaced excited. There was also 26% more conversation between the hours of 6PM to 12AM (6-hour timeframe) than 9AM to 6PM (9-hour timeframe), suggesting that more people were able to watch and be consumed by the content after the work day.
  • Premiere weekend emotional conversation was mainly driven by love and good, drawing 56% of all Emotional Reactions collectively. “Binge watch,” “1st episode,” and “finished” were within the top drivers of emotional conversation to the premiere weekend, suggesting fans were keen to make declarations of viewing milestones.
 
  • Celebrity guest stars drove the highest share of Emotional Reactions made to characters and actors. One particular male star drove the most Emotional Reactions to the premiere weekend, conversation of which was driven primarily by the male star’s good looks.
  • Spikes in emotional conversation directly correlate to teasers, trailers, and other promos being shared on the streaming provider’s YouTube and Twitter channels. The reveal of the show’s official trailer drove the most ERs from fans, followed by the first teaser released on YouTube.
 

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