Brand of the Week – Netflix

Posted on: 11th December 2015 Brand Netflix
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New Kings of Content: From distribution disruption to the new storytellers

We love content.  Making it, distributing and most definitely absorbing great content.  For the last half century, the networks and the studios were the biggest content players in town.  Then came the digital age.  With years of content uploaded every day, YouTube is the powerhouse of digital video.  However, when it comes to powerhouse video content another marketplace disruptor that is getting the hardware.

Netflix was nominated another haul of awards at the Golden Globe, which has been steadily increasing over the last few years since their big win with House of Cards.  This year’s Golden Globes brought a heavy nomination round for the digital network which included Narcos, House of Cards and Orange is the New Black.  Not only did they take the most awards nominations, but they also had more than the two biggest networks combined and only one less than the four biggest combined.

Put it simply, they’re making good content.  With a content model focused on giving more content to it’s users, it’s focused on serialized content, which seems to be paying off.  Many of us have fallen prey to the binge watching culture, largely brought on by subscription services.  And we’ve certainly indulged on occasion.  Amazon wasn’t far beyond taking more than the networks and only coming behind two cable channels HBO and Starz (again also subscription).

Netflix is a business, and their investment in original content serves to both retain and recruit members to their service.  And going for serialized content is helping to keep people engaged in the stories and the platform for longer.  They have also won many hearts saving shows such as Arrested Development, Longmire and the Killing among others.  By focusing on original, the format and bringing in fanbases, Netflix is winning.  And we’ll see this year whether the nominations meet the awards.

Netflix’s nomination tally is impressive, however, what’s more impressive is that they continue to pump out great content and are emerging as great storytellers.  What’s more, they’re hooking us in for 13 hours at a time and doing if for all less per month than movie ticket.

Great shows anytime, anywhere.  Netflix – Our Brand of the Week.

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