The Nuances of Netflix’s Content Strategy: Licensing, Originals, and Their Origins

Netlix, the world's leading streaming platform, often appears to 'steal' content by branding it as original series. However, the reality is more complex and involves licensing agreements, strategic co-commissions, and a focus on global reach. This article explores the intricacies of Netflix's content strategy and the labels they use.

Netflix's Original Content Strategy

Netflix's primary objective is to build a strong library of exclusive content to attract and retain subscribers. One of the keys to their success is their focus on producing content that resonates with a global audience. Netflix invests significantly in the production of shows and movies that appeal to a wide range of tastes and cultures.

Licensing Agreements

Netflix acquires the rights to distribute shows that were originally produced by other companies. This is achieved through licensing agreements. For example, shows like Black Mirror, which was originally a production of Britain's Channel 4, is distributed by Netflix under the label 'Netflix Original'. This allows Netflix to showcase these shows in the United States and other markets, leveraging their distribution power.

Co-Commissions and Reimagined Content

Netflix often co-commissions shows with their original producers. Both parties downplay their involvement to maintain the integrity of the original content. Alternatively, Netflix may commission shows that have been canceled elsewhere. Shows like BoJack Horseman were revived on Netflix after being cancelled on Adult Swim, proving successful with a new international audience. Netflix often sees international appeal where others might not.

Investment in Production

In some cases, Netflix not only acquires distribution rights but also invests in the production of the shows they license. This collaboration means that Netflix has a more legitimate claim to the production of these shows, which can be beneficial both for their brand identity and for the quality and duration of the content they produce.

Strategic Branding and Global Reach

Branding licensed content as 'Netflix Originals' is part of their broader strategy to attract and engage a global audience. This branding stretches the traditional meaning of 'original' by implying that the content has never been seen before, which can be misleading. However, Netflix has likely conducted extensive focus group testing to determine the most effective branding strategy.

Moreover, labeling content as 'Netflix Originals' rather than as 'licensed' content has helped to build a stronger brand identity and foster a sense of ownership among subscribers. This strategy has been effective in driving viewer engagement and subscription growth, even though the content may not be original in the strictest sense.

Conclusion

In conclusion, Netflix's content strategy is a carefully planned mix of licensing, co-commissioning, and significant investment in production. By focusing on global appeal and strategic branding, they have been able to attract millions of subscribers worldwide. The use of the term 'Netflix Originals' is a clever marketing ploy that leverages the power of exclusivity and quality to build a loyal fan base.

However, the nuances of this strategy—whether it involves licensing, co-commissioning, or investing in production—highlight the evolving nature of streaming content and the increasingly blurred lines between original and licensed content.

Keywords: Netflix, Original Content, Licensing Agreements