Netflix is Kaotic!

At this point, we can all agree that Netflix has solidified itself in the cultural lexicon. Next to powerhouses like CBS, ABC, and CNN, Netflix will always be remembered as a force in the entertainment industry. 

Starting from a DVD-by-mail movie rental service to eventually ousting the behemoth Blockbuster and changing the Film and TV landscape as we know it by introducing the streaming model, Netflix has become a major player in the game. 

But what kind of game is the company playing? 

After disrupting Hollywood, Netflix has seemed to plateau. The streaming model is starting to elicit complaints, people are being overloaded by the sheer number of “content” available on the app, and when an exciting show does break through the noise, it’s canceled after one season. Examples of this are Mindhunter, Inside Job, 1899, Lockwood & Co., The Get Down, The Society, First Kill, The Midnight Club, The Brothers Sun, and most recently, KAOS. 

Viewers are noticing the trend. 

These shows all had a great cast, interesting storyline, got great reviews, and made a cultural impact. Several of them were even the highest-watched show on Netflix when they premiered! What could possibly be the problem? The issue certainly isn’t getting views. 

The almost immediate cancellation of KAOS really sealed the deal for many viewers. How could a show starring Jeff Goldblum, focused on Greek mythology, full of fights, romance, and luxurious settings, get canceled two months after release? People are tired of spending money every month to watch shows, just for those shows to be canceled after 8 episodes. There is no chance to form a relationship with characters, get excited about the story, or even discuss theories with friends. To be candid - it’s ridiculous. It’s even... drum roll please... KAOTIC! From the studio perspective, what is the point of spending millions of dollars, going through arduous casting processes, and building intense marketing campaigns just to cancel the show? At best, it’s a sign of leadership not understanding the business or their audience. At worst, it’s money laundering (thankfully Ozark made it past the one season mark). 

Like much of streaming, Netflix seems to have a tiger by the tail. It’s not a sustainable model. Much of television has been AVOD - Advertising Video On Demand. Shows and networks make much of their money based on the amount of advertisers, or commercials. Under this model it's beneficial to have as many episodes spread out over as many weeks as possible in order to increase the amount of commercial space available to sell. The streaming model or SVOD - Subscription Video On Demand - is the new, hot thing but cracks are starting to form. The initial appeal of streaming was expanding on cable companies’ existing “on-demand” service. Instead of waiting until Thursday at 8 PM to watch a show, you can watch it at any time! With streaming, you can watch the whole season whenever you want at your leisure. People flocked to Netflix and later Hulu. Cable companies started to form their own streaming arms to compete - Peacock, Paramount+, and Max to name a few. Not to mention Tubi, Apple TV+, Facebook TV, YouTube TV, Prime Video, etc.. 

But years later, the bubble is starting to burst. Like I said earlier, there’s simply too many shows and movies out right now. People are getting overwhelmed trying to keep up with everything and often end up just watching The Office for the 15th time. There’s also the cost. Streaming initially set itself up as a better deal than cable due to it being cheaper and sure, $10/mo for Netflix is significantly cheaper than $40-$100 for a cable package. But when you multiply that $10 by the 3, 4, or 7 streaming services that encompass all of the shows you want to watch… it makes you want to stick with Verizon Fios. And finally, what’s the point in getting interested in a new show just for it to only be 8-10 episodes, get canceled after one season, and sometimes, even be wiped from the platform completely. I can easily watch shows from 30 years. Such is not the case with some shows from 3 years ago. 

As upsetting as all of this is, it’s not shocking to me. This is a part of the natural progression of a society increasingly engulfed by corporate greed and profiteering. Although Hollywood has always been a business, the executives used to have some awareness of the importance of art for art’s sake or at the very least, an understanding that the return on investment would take time. It took Seinfeld 3 years to become a top 5 show. Imagine if NBC canceled it after one season? Netflix obviously would have. 

Streaming execs don’t seem to notice any of these issues. They continue to raise the subscription costs, cancel well-received shows, and lay off hundreds of employees. It’s part and parcel of a capitalist society where profit by any means is the main incentive, not the art itself or even the viewer. For decades, Hollywood seemed insulated from other business styles. The project was the point. People took risks, executives were film and theatre enthusiasts, and the audience had a fun and culture-changing industry to constantly be excited about. 

Over time, just like in banking, technology, farming, medicine, music, fashion, and even politics, people whose main interests were “maximizing profit” were placed in charge of entertainment companies. The art, the people who make it, and the audiences who watch it all became secondary priorities, and sometimes don’t even seem like priorities at all. While it made for a quick smash-and-grab among executives, the rest of the industry has suffered and descended into chaos. Strikes, declines in viewership and movie ticket sales, decreases in salaries for employees and talent, lack of residuals, etc. have all created a heightened state of stress in an industry that, at its core, is meant to be an outlet of expression and a provider of entertainment. TV and movies have always made money, even more when the focus wasn’t corporate greed but on the product itself. It seems like that's no longer enough for the people in charge.

So my suggestion to Netflix (and all) execs? Let shows breathe! Let them take time to find their footing and audience. Spread them out over several weeks or months. There is a model that works. Game of Thrones, The Office, The Simpsons, Insecure, The Sopranos, Breaking Bad, Power, Mad Men, andSpoongebob are just a few blueprints! Remember that entertainment is a community-builder, such search the #FROMily or any Real Housewives franchise hashtags on Twitter. Trust the process and be okay with not recouping an investment two days after release. Be confident in good work getting a good response, whether it’s immediately or eventually. Create peace in all of the chaos. 

And renew KAOS for a second season. 

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