e300113 Profesional de la información, 2021, v. 30, n. 1. e-ISSN: 1699-2407 1 New audience dimensions in streaming platforms: the second life of Money heist on Netfix as a case study Elena Neira; Judith Clares-Gavilán; Jordi Sánchez-Navarro How to cite this artcle: Neira, Elena; Clares-Gavilán, Judith; Sánchez-Navarro, Jordi (2021). “New audience dimensions in streaming platorms: the second life of Money heist on Netlix as a case study”. Profesional de la información, v. 30, n. 1, e300113. htps://doi.org/10.3145/epi.2021.ene.13 Manuscript received on May 27 th 2020 Accepted on September 23 rd 2020 Nota: Este artculo se puede leer en español en: htp://www.profesionaldelainformacion.com/contenidos/2021/ene/neira-clares-sanchez_es.pdf Abstract The growth in popularity of on-demand content consumpton, boosted by large global agents such as Netlix, Amazon and HBO, has brought audience fragmentaton even further. Exponental growth in the content available to users (which reduces viewer concentraton based on a limited selecton), its commercialisaton through a subscripton-based business model (removing advertsing from content) and the boom in consumpton on diferent receivers, many of them mobile or outside the home (thus complicatng people meter monitoring), has generated a new ecosystem where success can no longer be assessed using traditonal audience measurement systems. This artcle discusses audience behaviour in streaming platorms and the new dimensions used to measure the success of a television series, above and beyond data provided by television audience measurement (TAM) techniques. From this analysis, the artcle reviews the trans- formaton in the concept of popularity and how new audience indicators afect the structure of the content distributon medium, which adds further dimensions (engagement, customer retenton, talent acquisiton, new subscriptons and branding, among others) to more traditonal elements (advertsers and internatonal sales). Finally, we examine whether a single concept of audience, valid for all consumpton models and audiovisual operatons, can be established. Money heist is used as a case study, as it provides a good example of two ways of understanding audience: one linked to its commercial success in the Antena 3 Televisión channel’s scheduled programming and the other arising from its inclusion on Netlix, the platorm that gave it worldwide popularity. Keywords Audiences; Netlix; Antena 3; Popularity; Money heist; Success; Big data; Demand expressions; Audience measurement; Ratng; Share; TAM; SVOD; VOD; OTT; On demand. Judith Clares-Gavilán htps://orcid.org/0000-0002-7462-9712 Universitat Oberta de Catalunya Estudios de Ciencias de la Información y de la Comunicación Av. Tibidabo, 39-43 08035 Barcelona, Spain jclares@uoc.edu Jordi Sánchez-Navarro htps://orcid.org/0000-0002-0311-1385 Universitat Oberta de Catalunya Estudios de Ciencias de la Información y de la Comunicación Av. Tibidabo, 39-43 08035 Barcelona, Spain jsancheznav@uoc.edu Elena Neira * htps://orcid.org/0000-0002-8565-2889 Universitat Oberta de Catalunya Estudios de Ciencias de la Información y de la Comunicación Av. Tibidabo, 39-43 08035 Barcelona, Spain elena@laotrapantalla.com