OTT platforms are becoming the HBO in the post-pandemic times. OTT platforms like Netflix, Amazon Prime Video and Disney plus dump numerous content and encourage binge-watching, which is something more dangerous than TV. 

Here are a few examples that depict the addictive habit created by Netflix. The cult complex TV comedy; Arrested Development was reviewed by Lotz and Jenner (Oeida, Yaguache and Ortiz-León, 2021). Its first season was dropped in 2003 and was referred to for its postmodern self-reference. Later in 2018, its second part was released, which had complex narrative structures which kept the audience interested.

Orange is the new black was hugely successful in 2013 (Kint, 2021). Described the show as women-centred, and men were shown peripherally. The series included critical topics like racism, sexism and class oppression. As well as linking its ideology with the MeToo movement and creating its own charity called the Poussey Washington Fund. This show even included the branding of Netflix as an OTT platform. (Fernández-Morales and Menéndez-Menéndez, 2022)

Another show by Justin Simien was based on the concept of racism. Initially, this was released as a film in 2014 and later in 2017 with the same cast as a Netflix series – Dear White People. Which was released as a response to the Black Lives Matter movement in 2017. The background concept of the series was the blackface party organised by white students at Winchester University. The party was spoiled by the black students, and a message was conveyed to the white people. 

Similarly, Dark and Stranger Things are the series delivered by Netflix which compelled the audience to binge-watch. Dark is the sequel to Twin Peaks and Lost. This series has a criminal background with a hint of melodrama. Stranger Things is one of the most tele fantasised series, including Monsters and drama. In order to hype up the series, references and images from 80s pop culture were included to widen the range of the target audience. 

With all these examples, it can be concluded that Netflix launches addictive series that the audience is obsessed with, which draw from our own experiences and emotions, causing us to relate to the show or the characters. Has rightly said that one might not complete a book in a day but surely can binge-watch the series of the same book on Netflix (Shi and Zhou, 2021).

By Hongli Zeng (33657348)

References

Fernández-Morales, M. and Menéndez-Menéndez, M.I. (2022). Seeing Red: An Analysis of Age within the Intersectional Paradigm of Orange Is the New Black. Frontiers: A Journal of Women Studies, 43(2), pp.107–138. doi:10.1353/fro.2022.0014.

Kint, M.F. van der (2021). Netflix’ Transnationalisation: La Casa de Papel as Instrument for Crossing Borders. studenttheses.uu.nl. [online] Available at: https://studenttheses.uu.nl/handle/20.500.12932/40205 [Accessed 1 Dec. 2022].

Ojeda, J., Yaguache, J. and Ortiz-León, C. (2021). Approach to the Audiovisual Market of the NETFLIX Streaming Platform in Ecuador. Smart Innovation, Systems and Technologies, pp.496–504. doi:10.1007/978-981-16-5792-4_49.

Shi, Y. and Zhou, J. (2021). Analysis of Foreign Video Streaming Service Entering Chinese Streaming Media Market: A Case Study of Netflix. [online] http://www.atlantis-press.com. doi:10.2991/assehr.k.211020.177.