Netflix’s Dilemma: Marketing 700 New Original Series Is A Lot Harder Than Making Them

Big challenge: Marketing 700 original shows when you’ve already spent $8B developing original content.

Big budget: Netflix plans to spend $2B on advertising this year!

How much content does $8B buy? The answer from Netflix appears to be 700 original TV shows and 80 original movies.

Quick math: That is a pace of 1 original show every 13 hours and 1 original movie every 5 days.

Flashback: ‘War Machine’ Has Been a Minor Hit — and Netflix Needs Minor Hits

Quote from Scott Porch — Reporter @ Decider.
“Netflix isn’t a network like NBC or HBO that puts a lot of marketing into a project, premieres it on a date certain and hopes you watch it. Netflix is a database with thousands of hours of programming, an algorithm-driven interface that shows you things you’re likely to enjoy watching, and a programming philosophy that the Netflix tent should be big enough for Fuller House and Chef’s Table.”

First impression: TV series were the first engagement for 70%of Netflix customers and 88% for Hulu.

Top genres watched by new Hulu subscribers:
Comedy — 19%
2) Drama — 16%
3) Animation — 10%
4) Sci-fi — 9%

Top genres watched by new Netflix subscribers:
Drama — 21%
2) Comedy — 11%
3) Thrillers — 9%
4) Crime — 8%
5) Mysteries — 8%

Peak Documentary Has Arrived in TV Too

2) Could Blockbuster Video Have Been Netflix?

3) Can the Shortform Video Market Make a Comeback?

4) The forgotten story of AOL’s In2TV, which helped invent binge TV way before Netflix


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