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Original Contents, Celebrities and Proximity. How Netflix Spain used Instagram to Bring its Catalogue to Young People during the Pandemics

Publicated to:Estudios Sobre El Mensaje Periodistico. 29 (Nº26 29): 91-104 - 2023-01-01 29(Nº26 29), DOI: 10.5209/esmp.82159

Authors: Erika Fernández Gómez; Beatriz Feijóo Fernández; Juan Martín Quevedo

Affiliations

Abstract

Esta investigación analiza cómo Netflix utilizó Instagram para hacer llegar su catálogo a las audiencias jóvenes durante la pandemia, con el repentino incremento del consumo de OTT. Esto llevó a Netflix a adaptar sus estrategias de redes sociales y las fechas de estreno a una situación incierta y con una intensa competencia. Se analizan los mensajes emitidos durante el estado de alarma en España (desde el 15 de marzo al 21 de junio de 2020), durante el cual fue la OTT más consumida. Netflix promocionó las producciones recientemente estrenadas y usó estrategias de proximidad hacia la Generación Z y la audiencia española, como bromear con los problemas cotidianos del confinamiento, usar jerga juvenil (“crush”, “shipear”), referirse a las costumbres de los jóvenes (hacerse selfies o mandar audios) y usar los perfiles en redes de los actores de sus series más populares, convirtiéndolos en “famosos de Netflix” y enfatizando su atractivo.

Keywords

Generation zInstagramLockdownNetflix spainOttTransmedia narratives

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Estudios Sobre El Mensaje Periodistico due to its progression and the good impact it has achieved in recent years, according to the agency Scopus (SJR), it has become a reference in its field. In the year of publication of the work, 2023, it was in position , thus managing to position itself as a Q1 (Primer Cuartil), in the category Cultural Studies.

From a relative perspective, and based on the normalized impact indicator calculated from the Field Citation Ratio (FCR) of the Dimensions source, it yields a value of: 6, which indicates that, compared to works in the same discipline and in the same year of publication, it ranks as a work cited above average. (source consulted: Dimensions Jun 2025)

Specifically, and according to different indexing agencies, this work has accumulated citations as of 2025-06-07, the following number of citations:

  • Scopus: 7
  • OpenCitations: 2

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-06-07:

  • The use, from an academic perspective evidenced by the Altmetric agency indicator referring to aggregations made by the personal bibliographic manager Mendeley, gives us a total of: 15.
  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 17 (PlumX).

With a more dissemination-oriented intent and targeting more general audiences, we can observe other more global scores such as:

  • The Total Score from Altmetric: 1.85.
  • The number of mentions on the social network X (formerly Twitter): 2 (Altmetric).

It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

  • The work has been submitted to a journal whose editorial policy allows open Open Access publication.
  • Additionally, the work has been submitted to a journal classified as Diamond in relation to this type of editorial policy.