Over the last two decades, Netflix has replaced and revolutionised the way in which we consume television and has even invented the culture of ‘binge-watching’- the “practise of watching multiple episodes of a television programme in rapid succession”, according to the Oxford Dictionary.

Through offering endless, personalised content, Netflix certainly has had and still has an intense grip of global viewership. TV shows like ‘Orange is the New Black’ (OITNB) and ‘Breaking Bad’ are notable for their global audience engagement and compelling storylines. 

Netflix single-handedly pioneered the term ‘binge-watching’ and is an example of a shift in media consumption; releasing TV shows series by series allows viewers to immerse themselves for long periods of time. This shift is “part of a larger conceptual shift across all media, as the aesthetic, technological, industrial and cultural boundaries between previously discrete forms (text, film, sound)  are increasingly blurred, challenging established practices” (Jenner, 2016).

Breaking Bad is synonymous for their jaw-dropping cliffhangers and characters’ development which both make the five season show addictive and ‘binge-worthy’. For OITNB, deep, emotional plotlines allow viewers to be immersed into complex themes like prison-life, injustice and self-discovery. 

Netflix is renowned for their emphasis on diversity and inclusivity which engages viewers from every demographic. In OITNB, we see clearly how “diversity” sells the show since capitalism is adaptive and has incorporated calls for more diverse, fairer representations into its logic (McDonald and Smith-Rowsey, 2016). Certainly, Netflix benefits from diversity as it engages marginalised audiences which has helped drive its success. 

Endless seasons and intense content is perhaps the secret to Netflix’s success, however some critics note how ‘binge-worthy’ content leads to formulaic storytelling, with episodes tailored to cliffhangers rather than organic pacing (Lotz, 2014). In addition, ‘binge-watching’ can hinder social lives as it isolates individuals and replaces friendly discussion about that ‘next episode’.

Netflix has definitely redefined television and changed the way we consume media. By encouraging ‘binge-watching’ and diversity, Netflix has definitely maintained their grip over the film industry, replacing and innovating traditional television.

References:

Mareike Jenner, “Is this TVIV? On Netflix, TVIV and binge-watching”, New Media and Society, Feb 2016, 18 (2): 257-273

Kevin McDonald and Daniel Smith-Rowsey (2016), The Netflix Effect: Technology and Entertainment in the 21st Century. London; New York: Bloomsbury.

Amanda D. Lotz, “Television Outside the Box: The Technological Revolution of Television”, in: The Television will be Revolutionized, 2nd edition, NYU Press, 2014, 53- 55

By: Francesca Rodriguez-Broadbent 33752271