Comparative analysis of the broadcaster’s Twitter strategies of the highest-rated British and Spanish TV series

The current interrelation between social media and the audio-visual industry has required traditional broadcasters to extend their programming strategies outside the box. TV fiction is a suitable genre to test new forms of audience loyalty, which is essential in a highly competitive environment. In this article, we present results regarding the actions of the industry through a content analysis of the official Twitter profiles of the most-watched series in Spain and the United Kingdom. We conclude that both market strategies revolve around the linear broadcast. However, Spanish channels are more aggressive in their actions to stimulate social conversation.