Ten years of Netflix: a milestone to analyze the narrative evolution and social media in teenager series from Spain on streaming platforms

The emergence of streaming platforms in Spain has profoundly transformed the audiovisual industry, modifying the production and distribution of series. Since the emergence of Netflix in 2015, the content consumption model has changed significantly, followed by platforms such as HBO, Amazon Prime Video and Disney+. These platforms have expanded the content offering, allowing greater diversity and creative freedom and promoting the rebirth of series from Spain, which have reached global audiences, redefining television quality and narrative. The main objective of this study is to determine the evolution experienced during the last decade by streaming platforms in the use of social media for fiction series aimed at adolescent audiences. Similarly, it seeks to evaluate the use of specific strategies on social media and their impact on audience participation. Using a mixed methodology, the promotion strategies and transmedia narrative of the five selected series will be analyzed, along with a quantitative and qualitative analysis of their presence and impact on social media, particularly Instagram and TikTok. The main result of the research lies in the change that teenager series have undergone, heading to narratives with thematic diversity and full of topics that seek identification with young audiences. In conclusion, it is seen that the narrative and advertising transformations in teenager series from Spain respond to changes in audiences and in the way of consumption on digital platforms.