The Secret to Netflix’s Success: Exploring Netflix Originals
To say that Netflix is crushing the competition when it comes to on-demand television would be an understatement. Since it was founded in 1997, Netflix has quickly become a household staple and inspired other platforms like Hulu and Amazon to throw their hats into the ring. But it seems that no matter what the competition releases, Netflix cannot be beat.
When you consider the way we consume television, it’s no secret why Netflix is the most beloved of the options. The streaming platform has used many tactics to its advantage including: (1) binge-watching, (2) zero commercials, and most importantly, (3) releasing multiple Original Series.
In 2013, Netflix aired House of Cards as its first Original Series. Since then, Netflix has produced more than 100 in-house series. Below we look into some of the top-rated series and how Netflix’s marketing strategy positioned them for success.
In 2016, Netflix partnered with Marvel to expand the Marvel Cinematic Universe with the release of popular shows like Daredevil, Jessica Jones, and Luke Cage. This collaboration built niche connections between Netflix and comic fans, as well as opened the door for future Marvel Universe opportunities. In fact, Marvel Studios just confirmed seven new shows with Netflix.
For Daredevil, Netflix created a digital outdoor stand ad in France.
In 2016, DDB Vancouver installed three billboards featuring three main characters in Daredevil’s season 2, and created individual hashtags for each character. As part of the campaign, “Hashtag your Hero to Fuel their Fury”, Netflix encouraged fans to tweet with their fav character’s hashtag (i.e. #Daredevil, #Punisher, and #Elektra). The total was counted at the end of each round and the two billboards with the least amount of social mentions were “damaged” by the winner.
Promoting Family Values
Most recently, Netflix released two series that have proven very popular: (1) Stranger Things, which ranked the third most-watched season of a Netflix Original Series; and (2) A Series of Unfortunate Events, based on the famous children’s novel series by Lemony Snicket. The latter was recently dubbed Netflix’s “first great TV for families” by the Verge.
Surprise, Not Saturation
One year ago, the Netflix CCO declared that the online streaming giant has little need to spend heavily on marketing. However, during the Super Bowl 2017 Netflix surprised its audience with the teaser video and premier date for the second season of Stranger Things. Rather than over-saturate people with commercials, the company has opted to sparingly sprinkle in a few teasers to increase buzz.
And the fans loved it!
Netflix has also made impressive use of using other brands to fund its Original Series – in other words, product placement (examples below). By subtly placing their logo or product in Netflix’s hit shows, brands are making impressions to their target audience. Meanwhile, Netflix can remain “commercial-free” in some sense of the term.
More and more younger generations are watching television online. As marketers, we need to stay on top of the evolving television medium.