Social media handles, Content, OTT platforms ,Posts and engagement rate

Published: 15 September 2023| Version 1 | DOI: 10.17632/256652nd4d.1


We collected data from a social media monitoring tool called social insider. The data was collected from 17th August 2022 to 17th January 2023. We collected the data from Indian social media handles (Facebook and Instagram) of three Prominent OTT Platforms (Netflix, Amazon Prime Video and Disney +). We filtered the data into 4 categories : Social media handles, OTT platforms, content, post and engagement rate. We looked at each post and found if it was from Facebook or Instagram. Similarly, we coded the data for the type of OTT platform. We classified the data into original/acquired content, TV series /Movie (only original content tv series with one completed run of a season were considered) from the label provided by the OTT provider. Similarly, we categorised the posts into Top-rated or low-rated using Nielsen charts. Furthermore, we coded the posts if they are memes or not basing them on various definitions from scholarly articles. We excluded content which did not have a minimum of three posts from the corpus. Finally, we obtained 165 posts.



VIT University


Marketing, Social Media Marketing, Social Media Analytics