Netflix has been one of the biggest streaming services since the turn of the 21^st century and has risen to immense popularity. But in a world where we as viewers can timeshift (Lotz, 2014) between a multitude of digital technologies, how does Netflix generate enough interest to keep its subscribers loyal, alongside the threat of the ‘Great Unsubscribe’ (Radauskas, 2022)?

Answer: its binge model and the fact that Netflix doesn’t have any real competitors.

The video above states that Netflix’s CEO Reed Hastings is implementing a new measure of success by evaluating “hours per subscribers per month” and encouraging existing subscribers to stream more. This ties in with the concept of Netflix as a ‘binge-model’ (Jenner, 2018), where binge-watching is directly encouraged through personalised algorithms, extensive libraries of content and ‘season dumping’ (Lotz, 2014) all episodes of a series at once. As we have now entered into the post-network era (ibid.), or ‘TV IV’ as coined by Mareike Jenner (2018), changes to content and marketing strategies offer control, freedom and convenience for viewers. This is clearly reflected in Netflix’s new stance where time is money – and less sleep for us subscribers.

The video follows by stating that Netflix is “competing with sleep”. It successfully does this through the ‘skip intro’ option, which creates a seamless flow from one episode to the next, not to mention the queue of recommendations lined up for us based on our previous viewings.

Interestingly, Netflix discards the cinematic film posters and replaces them with a character’s face showing intense emotion relating to the genre of the film/series e.g. a scared face to signify horror. These location-specific thumbnails show how Netflix draws the viewer in using extreme close-ups to create a personal connection and a tailored viewing experience.

If the success of the binge model continues, and as long as its viewers remain interested, Netflix’s reign will prevail.

References:

Jenner, M. (2018). ‘Introduction: Netflix and the Re-invention of Television’, Netflix and the Reinvention of Television, pp. 1-31.

Jenner, M. (2018). ‘Introduction: Binge-Watching Netflix’, Netflix and the Re-invention of Television, pp. 109-118.

Lotz, A. (2014). The Television will be Revolutionized. New York: New York University Press.

Lotz, A. (2017). ‘Theorizing the Nonlinear Distinction of Internet-Distributed Television’, Portals: A Treatise on Internet Distributed Television.

Radauskas, G. (2022). Streaming services are looking for ways to stop the Great Unsubscribe, Cybernews. Available at: https://cybernews.com/news/streaming-services-ways-stop-great-unsubscribe/ (Accessed: October 28, 2022).

Grow Like The Greatest. (2021). The ugly truth behind your NETFLIX habit, Youtube. Available at: https://www.youtube.com/watch?v=KU8TARZyccg (Accessed: October 28, 2022).

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Written by Mariella Del Federico (33652293) 28/10/22