Join Will Tavlin, a sharp writer from New York known for his compelling analysis of the film industry, as he dives into Netflix's transformative impact on cinema. He discusses how the streaming giant's obsession with data has diluted the quality of films into mere background entertainment. Tavlin critiques the blurred lines between artistic integrity and algorithm-driven choices, shedding light on the challenges faced by independent films in a blockbuster-dominated landscape. Discover how viewing habits are shifting and what this means for the future of storytelling.
Netflix transformed the film industry by prioritizing volume over quality, leading to a proliferation of formulaic and generic content.
The manipulative use of user data has distorted audience perception of success, challenging the authenticity of Netflix's claims regarding viewership.
The shift to streaming has diminished the traditional cinematic experience, fostering a culture of passive consumption and eroding social engagement around film-watching.
Deep dives
The Evolution of Netflix's Business Model
Netflix originally started by challenging the video rental model established by Blockbuster, promoting its subscription service that eliminated late fees. This innovative move made the company appealing by allowing users to keep DVDs for as long as they wanted, fostering a new rental culture. Despite claiming its original model was a response to a negative personal experience with Blockbuster, the reality was that Netflix built upon a more expansive strategy that leveraged new DVD technology and e-commerce. The shift from DVD rentals to streaming was a strategic method of expanding their audience and market reach while capitalizing on growing internet infrastructure.
Impact on Filmmaking and Content Quality
Netflix’s approach to acquiring and producing content has favored volume over quality, resulting in a significant shift in the type of films and shows available. In pursuit of attracting the largest audience possible, Netflix has increasingly resorted to producing low-cost films that cater to the lowest common denominator. This has led to a vast library of titles that prioritize SEO-friendly titles and generic content over innovative storytelling and artistic merit. As a consequence, many independent films and original works become buried in the catalog, receiving little to no promotion and failing to gain traction with audiences despite their potential.
The Role of Data in Content Decisions
Netflix heavily relies on user data to influence its programming and marketing strategies, albeit with a degree of manipulation in how success is measured. The platform’s viewership metrics, which often count any viewing of two minutes or more as a 'view,' inflate the perceived popularity of content, making it difficult to discern the actual engagement of their audience. While Netflix asserts its data-driven decisions reflect audience preferences, the reality is that these numbers can be misleading due to how they are defined and reported. This raises questions about the authenticity of their claims and whether they genuinely reflect audience interest in quality content.
Streaming Services and Content Fragmentation
The streaming model has fundamentally transformed how films and television are produced, consumed, and valued, leading to a de-emphasis on the traditional cinema experience. The rise of 'second screen' viewing habits, where audiences engage with content passively while multitasking with devices, illustrates a shift in focus from cinematic experience to background entertainment. This change has diminished the collective experience of film-watching in theaters and eroded the social engagement that often accompanies traditional cinema. Ultimately, this transformation hints at a future where films are treated not as distinct artistic works but as merely content to fill time in a subscription model.
Cultural Consequences and Future Directions
The implications of this Netflix-driven content landscape extend beyond consumer choices, influencing cultural narratives and filmmaking trends. As the industry trends toward homogenized and formulaic content, unique voices and diverse stories risk being sidelined in favor of broad appeal. The increasing dissatisfaction with streaming content among audiences suggests a potential backlash against platforms that prioritize quantity and profitability over quality and artistic integrity. This raises the possibility of audiences gravitating back toward traditional cinema, seeking richer, more engaging filmmaking experiences that prioritize cultural storytelling over mere viewer metrics.
Paris Marx is joined by Will Tavlin to discuss how the Netflix model transformed film into the Typical Netflix Movie and how the company uses claims about data to deceive the public.
Will Tavlin is a New York-based writer who has written for n+1, Bookforum, and the Columbia Journalism Review.
Tech Won’t Save Us offers a critical perspective on tech, its worldview, and wider society with the goal of inspiring people to demand better tech and a better world. Support the show on Patreon.
The podcast is made in partnership with The Nation. Production is by Eric Wickham.
