Netflix and Hulu are subscription streaming services with social media presences. Netflix was founded in 1997 and has 60 million US and 150 million worldwide subscribers, while Hulu was founded in 2007 and has 28 million US subscribers. Netflix has the strongest social media presence, especially on Instagram and Twitter, posting humor and new content. Hulu's presence is weaker, focusing on Twitter over Instagram and Facebook. Both use social media to engage followers and promote shows, but Netflix sees more engagement due to its larger content library.

1. SOCIAL MEDIA AUDIT
Quoc-An Phan

2. NETFLIX
• Founded in 1997 in Los Gatos, California by Reed Hastings and Marc
Randolph.
• A subscription-based streaming service available worldwide.
• Roughly 60 million paid subscriptions in the United States, and150
million paid subscriptions worldwide.

3. HULU
• Founded in 2007 in Santa Monica, California. Owned by The Walt Disney
Company.
• A subscription-based streaming service only available in the United
States.
• Roughly 28 million subscribers.

4. NETFLIX SOCIAL MEDIA OVERVIEW
• Instagram:
• Twitter: (U.S. profile)
• Facebook:

5. HULU SOCIAL MEDIA OVERVIEW
• Instagram:
• Twitter:
• Facebook:

6. NETFLIX ENGAGEMENT OVERVIEW
• Netflix’s social media presence from strongest to weakest is Instagram > Twitter > Facebook
• Postings across all platforms seem to appear periodically throughout the day, this method
serves the company well due to the large amount of content they possess to distribute.
• Netflix’s approach to twitter engagement is playful humor and wit with their followers online,
whereas their Instagram is geared towards highly anticipated upcoming shows and movies.
• Short videos have roughly 4x more consumer engagement than pictures do.

7. HULU ENGAGEMENT OVERVIEW
• Hulu’s social media presence from strongest to weakest is Twitter > Instagram > Facebook
• Hulu’s tweets are more frequent than other posts on other platforms with the same
approach as Netflix where they engage with their followers in a humorous manner, but they
promote more shows on Twitter
• Instagram postings are more carefully distributed during prime hours (9 AM – 5 PM) because
they don’t have as vast of content as Netflix.
• Videos and pictures seem to have similar amounts of engagement as for as commenting
goes.

8. NETFLIX: SWOT ANALYSIS
Strengths:
• Large amounts of content
• Consistent posts with consistent engagement
• Good presence between all three main platforms
• Excellent social media management tool
• High number of followers
Weaknesses:
• Too many posts can bombard followers feed resulting
in desensitization
Opportunities:
• Targeted audience actively engages in postings
• Company takes followers’ feedback into consideration
• Use of multimedia content (gifs, videos, animations) to
bring variety to social media engagement
Threats:
• Not many as Netflix is regarded as king in terms of
subscription-based streaming services

9. HULU: SWOT ANALYSIS
Strengths:
• Consistent posts
• Decent presence between all three main social media
platforms
• High number of followers
• Large social media marketing budget for advertising
and commercials
Weaknesses:
• Low engagement on posts
• Low promotion/marketing on upcoming shows
(comparative to Netflix)
Opportunities:
• Targets the sports audience by offering live sports
channel
• Uses social media and celebrity influencers in
commercials
• Advertising on all platforms of social media based on
user interactions
Threats:
• Competitors such as Netflix and Amazon Prime Video
have an aggressive social media presence

10. CONCLUSION
• In conclusion, Netflix is the clear winner regarding social media
marketing. They have a vaster content library, higher number of follower
count, and more engagement.
• In Hulu’s defense, Netflix is competing on a global level while Hulu is
only offered nationally.
• Netflix promotes upcoming highly anticipated shows and trailers in their
social media advertising.
• Hulu chooses to use paid celebrities and influencers to promote their
services to targeted audience