Presencia y relevancia de la comunicación de marca de Netflix Latam en Instagram y TikTok en comparación a Prime Video, Disney +, HBO Max: Un análisis basado en el modelo pirámide dinámica de marca de Millward Brown

Brand management has evolved significantly with digital transformation, especially in the streaming industry. Interactions with audiences allow platforms to create content according to their interests. Netflix stands out as a leader in this sector, offering a wide range of on-demand content and inspiring other companies. This research seeks to understand the presence and relevance of Netflix LATAM brand communication on Instagram and TikTok compared to Prime Video, Disney+ and HBO Max, using Millward Brown's Brand Pyramid model. The mixed methodology combines quantitative data obtained through the Fanpage Karma tool and qualitative analysis. The results show that Netflix LATAM has a prominent presence, especially on TikTok, with 24.3 million fans. However, its engagement rate is lower compared to Prime Video and Disney+, indicating the need to improve the relevance of its content. Prime Video stands out in follower growth and engagement, while Disney+ shows notable growth and a solid engagement rate on Instagram. HBO Max has inconsistencies in its engagement metrics, especially on TikTok. Netflix LATAM benefits from original content and collaborations with influencers, although it needs to increase its engagement. Disney+ combines promotional content and nostalgic elements, achieving an effective emotional connection. Prime Video leads in performance, follower growth and engagement rate, evidencing an effective content strategy. In conclusion, platforms must continue to innovate and adapt their strategies to remain competitive in a constantly evolving digital market.