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Netflix’s Approach Shifts, Pushing Content That Can ‘Pop’



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Netflix made sure viewers had ample opportunity to hear about “Wednesday,” its macabre hit starring Jenna Ortega.They could come across it in an airport security line when plopping their belongings into a tray that asked “What would Wednesday do?” Or see the title character in the Uber app when they ordered a ride. Or they could encounter it on TikTok, where seemingly everyone from Ukrainian soldiers to hip grannies were performing the title character’s arm-jolting, addictive dance set to the Lady Gaga song “Bloody Mary.”Either way, the marketing resources Netflix dedicated to the show helped to make it a global sensation. The push included Netflix shifting its social media resources from sites like Twitter and Instagram to TikTok after the amateur dance videos went viral. There was also a campaign in which local markets around the world adapted the slogan “What would Wednesday do?” to their country’s taste and culture. (Billboards in Los Angeles cheekily stated: “I read your screenplay. It’s time to rethink your writing career.”)The streaming service said the show’s eight episodes were viewed 1.24 billion hours in the first 28 days they were available, making it the second mo …

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