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For many years, Netflix has been the flagstaff name in the streaming market. The industry giant not only changed the way audiences consume content, but also prides itself in its high quality original content and excels in marketing it to its users and engaging fans. Yet Netflix faces increased competition, with new and not-so-new rivals – namely Hulu, Amazon and HBO – growing into sizable players in the SVOD playing field. How have these services evolved and adapted to position themselves as viable and attractive alternatives to Netflix? And how do they use social media to create buzz and promote their content to the users?

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