The Power of Netflix on Consumer Behaviour

There’s no denying we all love a Netflix binge-watch session, but just how much influence does Netflix have over the content we consume beyond the shows we watch, as well as our behaviour following the show? 

A s**t tonne apparently... 

When a Netflix show begins trending, it spreads like wildfire. TikTok, Instagram, Facebook, Twitter and everything in between are saturated with content inspired by the show. Shows such as Bridgerton take over the social space your brand lives in. Therefore ensuring your brand understands how to co-exist within the space and utilise the emerging trends and consumer habits from these shows is essential to stay relevant in the conversation.   

Bridgerton, Netflix's most-watched show of all time is a prime example of how a Netflix show can have a direct impact on consumer behaviour. Entire subcultures are created in association with these hit shows, thus having a strong influence on style, aesthetics, lifestyle trends and consumer habits. Following the release of the show’s first season in 2020, the UK retail market saw a 123% increase in searches for corsets, 93% for empire line dresses and 49% for feather headbands. Not to mention a staggering 1030% increase in searches for the Bridgerton books. 

The response to hit Netflix series shows the phenomenal effect they have on consumer spending habits and the retail market. Stranger Things has had a repeated effect on trends, with each series release seeing a surge in 80s fashion and nostalgic social trends. Retailers who act quickly and strategise ahead are able to capitalise off the back of these habits. As an example, Brands includinG LEVI anD pRIMARK brought out collaborations to bring the 80’s style back just in time for the latest season. 

we’ve also seen social media trends emerge, captivating audiences. The hit show ‘Wednesday’ received a staggering 37.9 billion views alone on the Wednesday hashtag. Social trends such as the ‘Wednesday Dance’ attracting new audiences, saturating their social channels with related content.

Netflix’s ability to engage with its audience and create a sense of community, through a mix of behind-the-scenes content, interactive posts, and fan engagement means they are able to contribute to the online hype, whilst also leaving room for organic trends. 

So, how can brands plan ahead?

A great way to create an effective campaign in your strategy is through influencer marketing. Influencers sit in the social space where today’s consumers are most active. Influencers have worked hard to create highly engaged audiences, and know how to communicate trends and pop culture moments to their audience in ways brands may be unable to.

Collaborating with influencers can bring you brand recognition, enhance your reputation, and audience engagement and increase conversions. In order to plan ahead, understanding the power of Netflix on consumer behaviour is something all brands need to be aware of.

By monitoring popular Netflix series and past trends, you can ensure you have a robust influencer strategy, and paid partnerships plan lined-up in order to strategise quickly.

If you’re a brand and wondering how you can stay on top and strategise ahead of the game…get in touch

Email us here: marketing@flourishmgmt.co.uk