The Use of Ads on Netflix

Whether it’s binge watching old sitcoms or exploring old films produced before they were born, Netflix has become a core part of almost every teenager’s life in the past couple years. However, in the last couple of years, a new reason has emerged as to why people subscribe to  Netflix. Their own original shows, shows like House of Cards, Orange is the new Black, and Narcos; are some of the most popular and well known TV shows of the past fifty years. Netflix uses different gimmicks and strategies to attract many viewers to their own show, specifically their use of advertising tricks in ways that haven’t been used before for other shows not made by Netflix.

One of Netflix’s best uses of advertising would be for one of their best rated and most popular show, Orange is the new Black. Orange is the new black is based off of a true story of a woman who goes to a minimum security women’s prison in upstate New York. The advertising department of Netflix decided to sponsor an article written in the New York TImes not only to promote their own show, but to inform the general public about life in a women’s prison. The advertising was a huge hit, being referenced on several large news cable channels as well as other articles.

Another advertising technique that Netflix uses is actually on their own website for their lower rated shows like The Ranch, or newer shows that haven’t had that much exposure such as The Fall, Trailer Park Boys, and more.  This actually makes a huge impact on what shows get watched. For example, Stranger Things was one of these shows that didn’t have a lot of hype or advertising going into it, but through this technique they use it became a massive hit, and is now one of their most popular series to date.

Another huge success for Netflix’s advertising department would be the ad they had for House of Cards during the Superbowl in February of 2016. The ad was actually an ad for Frank Underwood to be president, which not only reference things that were happening in current times but also a huge plotline for the show, as the show details his journey to become president through manipulation and other unconventional ways. It was a huge hit, yet again another success for Netflix’s advertising and their ratings, but it also sparked more interest in the current election, and tons of fan made artwork, T-shirts, and even a website for support of Frank Underwood in the 2016 election.

For any TV show, before it’s watched, it always has an intro; and for Netflix shows these intros aren’t lacking whatsoever. In fact, Netflix intros are some of the things people look forward to the most. These intros can also be used for other purposes, like TV ads for their own shows.  For example, Narcos’ intro had an intro that tied into the main plot line; it featured one of Pablo’s favorite songs, and also featured some real pictures of the rise and the hunt of Pablo in the 1980s. It even used a picture of the DEA agents who were chasing Pablo at the time in Colombia.  This wasn’t the only success Narcos had through unconventional advertising, but they also had put ads in the bottom of the plastic bins at airports, which had items like passports, sunglasses, and DEA Badges at the bottom, with a picture of Pablo Escobar. It sparked up a bit of controversy, but overall it actually increased the popularity of the show and increased ratings of the show as well.

While Netflix has not been in the favor of ads on their own website, their use of ads in other places have been a phenomenal success, and have sparked interest in shows like Stranger Things. Overall, Netflix’s use of these subtle ads have put them over the top of their competition, and have set them apart from shows on other Networks.

Works CIted

Forbes. Forbes Magazine, n.d. Web. 14 Oct. 2016.

Taube, Aaron. "Why Netflix's Advertising Is Worth Your Attention." NATIVE. N.p., 04 May 2015. Web. 14 Oct. 2016.

"FRANK UNDERWOOD 2016." Frank Underwood 2016 Anything for America. N.p., n.d. Web. 04 Nov. 2016.