This is something anyone following me over on Twitter will know I’ve been advocating for quite a while but what really got me was a small throwaway line in Bloomberg’s excellent Screentime newsletter. Lucas Shaw was listing through his favorite streamers and ended the list with “I find myself completely lost on Netflix. This struck me as I even find myself saying that when booting up Netflix. Most of the shows you’re confronted with are fresh Netflix Original titles that you’ve almost certainly never heard of before.
There’s a continuing barrage of criticism at Netflix for burying or underpromoting its shows and to some extent, Netflix can’t do much to prevent that. There’s only such a lot marketing you’ll do and Netflix’s big strategy is to fill the genre and content gaps left by content it’s traditionally licensed So how does it stem this problem or fix it? Inside the appliance , we believe Netflix should start using the brands it’s built on social media and YouTube to pool certain sorts of content to form it far more easily identifiable.
How this is able to add practice are some things all the new kids on the block are doing well. check out Disney or HBO Max once you first jump in. You’re confronted not by one title then an endless sea but you’re often presented with top-level categories then sub-brands that they own.
HBO Max allows you to filter through AdultSwim, TCM, Cartoon Network content as an example . If you click AdultSwim, you almost certainly know what you’re certain . Likewise, if you hit Cartoon Network, you not only know what kind of content you’re getting to be confronted with but instantly know whether it’s getting to be aimed toward you Disney+ has this to a point too with its various top-level brands but Paramount+ and HBO Max nails this (even if the remainder of their streaming apps really leave much to be desired).
What social brands does Netflix have?
We’ve documented how well Netflix’s kid’s efforts on YouTube are which all rest on independent branding besides just being Netflix content.
It’s got brands like the rather generic Netflix Anime, Netflix Futures (for its teen content), Netflix may be a Joke (for its comedy content), its Strong graphite accounts, its Most account (for LGBT content), Con Todo (for Spanish language content) then more Perhaps one among the most important is Netflix Geeked which was recently rebranded back in April 2021. They’ve made themselves the house to all or any things “geek” (which is sort of a broad term within the modern-day but you catch my drift).
How would this add practice?
Honestly, it wouldn’t be a huge stretch in only expanding Netflix’s collections, tweaking the UI, and adding branding to the title tiles and expanded views appropriately.
Various searches on Netflix now allow you to browse collections where they’re available. Navigate to Breaking Bad on your TV and you’re presented with the choice to browse the Breaking Bad collection. A Black Lives Matter collection was made available within the app last year too. Similarly, if you type in Shonda you get a pleasant Shondaland Collection banner with all her content in one place.
You could create dedicated logo stings when titles first begin streaming. Netflix’s anime channel videos features an excellent sting. Again, it re-emphasizes the subbrand and just makes everything look a touch more unique.
Having the varied social brand logos additionally to or in replacement of the Netflix “N” that’s present on many titles would help instantly distinguish who the title is for and whether you would possibly love it or not.
Then imagine creating different tiers of flicks . a number of Netflix’s biggest blockbusters and award contenders might be presented with a gold Netflix logo “N” on their title tiles with the doorway animation replacing the normal ta-dum with the epic Hans Zimmer extended theme which has been held back so far for theatrical showings.
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