OYE! is a natural language processing solution that analyzes social media conversations in English, Spanish and Spanglish to provide insights about Hispanic consumers to brands. It can identify key details about how audiences discuss brands and provide recommendations to create targeted campaigns. The report analyzed over 10,000 Hispanic conversations about Netflix Original dramas between February and March 2016. It found that Narcos and Orange is the New Black had the highest proportions of Hispanic mentions, while conversations were mostly in Spanish. Sentiment was most positive for Crouching Tiger, Hidden Dragon: Sword of Destiny, while Narcos saw the most negative comments. Discussions were heavily concentrated in New York, Los Angeles, Miami, Chicago and Houston.

1. Netflix Originals
HISPANIC SOCIAL INTELLIGENCE REPORT
Produced by OYE! Business Intelligence, LLC

2. REPORT FOR NETFLIX
2016 Comparative Analysis
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Actionable Insights:
OYE! is a language neutral solution that can analyze conversation in English, Spanglish and Spanish to
derive meaning from unstructured social conversation among Hispanics. OYE!’s natural language
processing solution is designed not only to identify Hispanics, but to also derive insights marketers can use
in planning campaign strategy, messaging and targeting.
The Solution:
Insights derived from social conversation by OYE! can provide key details into Hispanic consumers through
their own statements about brands through online conversation. OYE! analyzes that conversation to allow
brands to understand different aspects of where their most useful audience segments are. OYE! also
provides insights into how to create campaigns tailored to those groups of people.
Demographics
Build knowledge of
audience age,
geography and
gender through
social
conversations.
Psychographics
Know what those
who interact with a
brand like, follow
and share for use in
targeting and
content curation.
Keywords
Understand the
terms most
frequently used to
guide more authentic
content curation and
conversation.
Channel Insights
Understand both
where consumers
most favorably
interact with your
brand as well as
where your
competitors focus
their efforts.
The Value:
Leveraging insights from OYE! drives conversation tailored to the Hispanic consumer where they want it,
when they want it and how they want it. The result: Better conversion, lift and engagement resulting from
campaigns targeted to the Hispanics most influential over purchasing decisions for your brand.
15%
14%
Overview:
OYE! listens to consumers in their own space. Where they talk and share decisions online. Our reports
deliver insight on what Spanish speaking and bilingual Hispanics have to say about your brand and your
competitors. Understanding consumer attitudes towards brands, their products and their marketing efforts
provides our clients and partners with insights that inform marketing campaigns across digital channels.
Table of Contents
Page 4: Overall Conversation Volume and Language
Page 5: Sentiment and Gender Analysis
Page 6: Geolocation and Social Media Channels
Methodology:
This analysis covers over 10,000 Hispanic verified conversations gathered from over 80,000 posts
gathered from Facebook, Twitter, Blogs and the web at large about Netflix Originals’ in the drama section.
The data was collected between February 15, 2016 – March 14, 2016.

3. 3
SAMPLE ANALYSIS

4. REPORT FOR NETFLIX
2016 Comparative Analysis
Overall Conversation Volume and Language
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House of Cards was the most mentioned in total volume but had a smaller proportion of Hispanic mentions (12%) while
Narcos had 22% and Orange is the New Black held 15% Hispanic mentions respectively. This competitive analysis
examined the top five shows among U.S. Hispanics out of the 13 Netflix Original Dramas reviewed.
Hispanic Language Preference Analysis
Overall Conversation Volume
40%
31%
42%
41%
43%
44%
7%
5%
4%
4%
59%
62%
53%
56%
54%
52%
0% 20% 40% 60% 80% 100%
Crouching Tiger, Hidden Dragon
Narcos
Orange is the New Black
Marvel's Daredevil
House of Cards
Industry
English Bilingual Spanish
- 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000
Crouching Tiger,
Hidden Dragon
Narcos
Orange is the New
Black
Marvel's Daredevil
House of Cards
Hispanic Non-Hispanic
Hispanics primarily discussed Netflix Original Dramas in Spanish. Notably, Narcos over-indexed (62%) in the industry’s
Spanish conversation as well as in bilingual (7%), which are posts that contained a mix of English and Spanish.
12% 88%
13% 87%
85%
78%
90%

5. REPORT FOR NETFLIX
2016 Comparative Analysis
Sentiment and Gender Analysis
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Hispanic women mentioned Orange is the New Black and Crouching Tiger, Hidden Dragon most often, at 71% and
65%, respectively. Men favored posting about Marvel’s Daredevil (64%) and Narcos (53%). Overall conversation was
43% female, 57% male.
Crouching Tiger, Hidden Dragon Sword of Destiny conversations produced the highest positive sentiment (27%) among
Hispanics compared to the other top five drama titles during the analysis (Feb. 15 – Mar. 14), slightly over-indexing from
the industry average of 24%. Notably, Narcos led negative sentiment among the same dramas with 8%.
Hispanic Gender Analysis
Hispanic Sentiment Preference Analysis
34%
53%
29%
64%
51%
65%
47%
71%
36%
49%
0% 20% 40% 60% 80% 100%
Crouching Tiger, Hidden
Dragon Sword of Destiny
Narcos
Orange is the New Black
Marvel's Daredevil
House of Cards
Male Female
24%
5%
71%
Industry
22%
5%
73%
Positive Neutral Negative
House of
Cards
25%
4%
71%
Marvel’s
Daredevil
21%
5%
74%
Orange is
the New
Black
27%
2%
71%
Crouching Tiger,
Hidden Dragon
18%
8%
74%
Narcos

6. REPORT FOR NETFLIX
2016 Comparative Analysis
Geolocation and Social Media Channels
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Hispanic Social Media Channels Analysis
Hispanic Geolocation
For additional information, contact OYE! at info@oyeintelligence.com or visit http://oyeintelligence.com/#products
Top Five Cities
New York, NY 22%
Los Angeles, CA 14%
Miami, FL 5%
Chicago, IL 4%
Houston, TX 4%
The majority of Hispanic conversations came from Twitter, where the top 5 shows by volume exceeded the industry of
73% on Twitter. Crouching Tiger, Hidden Dragon had 15% mentions on blogs, triple the industry average of 5%.
Conversation among U.S. Hispanics peaked in New York City where Marvel’s Daredevil and House of Cards trended
equally. House of Cards also had the most mentions in Los Angeles.
Blogs
YouTube
Facebook
Twitter
Flickr
Forums
94%
3%
House of Cards
84%
8%
5%
Narcos
81%
11%
6%
Marvel’s Daredevil
79%
15%
73%
20%
5%
Industry
85%
8%
5%
Orange is the New Black Crouching Tiger, Hidden Dragon Sword of
Destiny

7. REPORT FOR NETFLIX
2016 Comparative Analysis
THANK YOU!
Eric Diaz
Eric@oyeintelligence.com
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