RESEARCH MEDIA OUTLESTS

Document Title: Competitor Analysis: Streaming Platform Elevation of Diverse Content
Overview: Since 2020, we have seen media companies and content streaming platforms make international efforts to elevate Diverse content. Here is an overview of the competitive slate and how they informed their audiences and leveraged their streaming platforms to highlight these new diversity initiatives
Netflix
Major Announcements/Overview of the initiative: Netflix is spending $100 Million to improve diversity in Film. (CNBC) Diverse content is their top priority.
Marketing Campaign:
For this portion include press release links along with the top-level headlines and the outlets they came from
Links to an Instagram post, YouTube trailers, any other marketing materials. This section is for how did they promote the initiative
Press Release Headline + URL Link 1
Press Release Headline + URL Link 2
Press Release Headline + URL Link 3
IG post Link + Screenshot 1
IG post Link + Screenshot 2
YouTube Trailer/Spot Link
Streaming Platform Examples:
This section includes screenshots of how Netflix promoted these initiatives inside the application itself. Crystal and Adam will want to see visual examples
Identity Specific Initiatives + Content:
Black History Month / BLM:
Netflix released a Black Lives Matter Genre Edition. ( include screenshot, remember we want to see how this was done in the app)
Corporate/Company stances are not needed for this as we are focused on the content and not their brand communications around solidarity
Example 2
Example 3
Insert Trailer Link
Screenshot/Image of a content key-art/poster
Asian American Pacific Month/ Stop AAPI Hate:
Netflix aired Our Voices, Our Stories: Amplifying the Voices of Asian America and Pacific Islander Perspectives.
Picture of content poster/ Key -Art
Did they create a section in the app for this? If so include a screenshot
Welcome to Our World
Marketing materials – did they post anything on social media to promote this content? Include links here
PRIDE/ LGBTQIA+ Support:
Netflix FEEL GOOD stand-up comic, Mae MArtincomedy explored gender with humor. Screenshot of content
Did they create a section in the app for this? If so include a screenshot
Marketing materials – did they post anything on social media to promote this content? Include links here
Your Thoughts/ Conclusions:
Provide a sentence or two on how you thought Netflix did with its initiatives
Marketing materials – did they post anything on social media to promote this content? Include links here
Use the format above to structure your findings for HBO MAX, HULU/Disney, NBC Peacock, Apple, Amazon. Remember it is ok if you’re unable to find all of the information above. For the section in which you can’t find anything just put N/A. Lastly, you may want to consider placing this information in a PowerPoint given the number of visuals that I’m asking you to gather, I leave that decision up to you. Whatever medium will help you present the information in the best way.

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