Communities of Instagram and Twitter users of online audio-visual platforms aimed at youth: Playz, MTMAD and Flooxer

Television consumption has changed due to the generalisation of the Internet and the consequent spread of online platforms. Young people are leading this change and creating communities of users around their favourite programmes or channels. This article aims to identify the different communities that have emerged on Twitter and Instagram around three platforms aimed at young audiences in Spain created by the main audiovisual communication groups (Playz, Flooxer and MTMAD). To extract these communities, the algorithm for identifying topics using a hierarchical Dirichlet process (Wang, Paisley y Blei, 2011) was applied to the users' descriptions. The results show that the communities are clustered around professions (communication, nursing) and hobbies (music, photography, social networks). In addition, Playz does not manage to connect with young audiences, something which that Flooxer and MTMAD do succeed in achieving.