Netflix’s founding by Reed Hastings, spurred by dissatisfaction with traditional video rental store late fees, marked the birth of a platform that evolved with the progression of internet technology. Initially a content provider, Netflix became a content producer, investing in original productions like the acclaimed House of Cards and Stranger Things.

This shift revolutionized how people watch TV shows. Netflix popularized binge-watching, allowing users to consume an entire season in one go. As noted by Jenner in 2017, “Binge-watching may be the term most closely associated with Netflix, which also developed the term binge model, meaning putting all episodes of a season online at once.” This approach replaced the traditional weekly episode release, intensifying competition among content creators and leading to many unique original series such as Stranger Things, BoJack Horseman, The Crown, and Orange is the New Black. Notably, Orange is The New Black showcased a diverse cast, addressing racial inequality, breaking stereotypes about female characters, and challenging biases against the LGBT community. Its release signalled a new standard in streaming, focusing on the viewing experience of niche users as the operational model shifted from advertiser-funded to subscriber-funded.

Streaming enabled global audiences to easily access content from countries and cultures, such as South Korea’s Squid Game, Germany’s Dark, the UK’s Black Mirror, and Spain’s Money Heist. This series enhanced understanding and appreciation of various cultures, fostering cultural exchange within the global entertainment industry. This exchange has influenced new productions. For instance, Squid Game drew inspiration from survival game movies like Battle Royale and The Hunger Games while reflecting on issues like economic disparity and social class in Korea. Its creation involved a saturated colour palette and surreal aesthetic, making it more appealing and memorable to viewers. The narrative was multidimensional, weaving background stories of game participants and organizers, adding depth to the plot.

Netflix’s significant investment in original content has led to a surge in high-quality TV shows and movies, promoting the exchange and diversity of content across different cultural backgrounds. The change in viewing habits has also driven the transformation of traditional TV and film industries, setting new trends in global entertainment consumption.

Reference:

Jenner, M. (2018) Netflix and the Re-invention of Television. London: Palgrave Macmillan.

Orange Is the New Black (2013) [download]. Netflix, Season1-Season7.

Squid Game (2021) [download]. Netflix, Season 1, Episode 1-9.

By Shuangshuang Ma 33748491