Boosting Transparency Amidst Creator Community Distrust
During a recent conference call with reporters, Netflix co-CEO Ted Sarandos openly acknowledged the skepticism among creators. The streaming giant, which had long kept its viewership data under wraps, decided to maintain secrecy to protect its competitive advantage. However, with the release of these reports, Netflix aims to address the concerns of its creator community and foster a more transparent environment.
Sarandos emphasized the importance of sharing accurate data, stating, “This is the actual data that we use to run the business. I’m the co-CEO of a public company, so sharing bad information has consequences.”
Introducing an Advertising Tier and Meeting Brands’ Demands
Netflix has recently introduced an advertising tier that caters to brands seeking detailed viewership information about specific shows and movies. As more companies show interest in understanding audience engagement, the platform aims to meet their demands by providing increased transparency.
Sarandos recognized that the newly unveiled data might be overwhelming for some, but he believes it fosters a conducive environment for industry guilds, producers, creators, and the press.
Top Content Revealed: From Thrillers to Blockbusters
According to the report, “The Night Agent: Season 1,” a thrilling Netflix original, emerged as the most-watched show, racking up an impressive 812 million viewing hours in the last six months. Meanwhile, the top movie on the streaming service was “The Mother,” featuring the renowned actress Jennifer Lopez.
Looking at the bigger picture, Sarandos shared that 55% of Netflix’s total viewing hours during the January to June period came from original films and series, with the remaining 45% from licensed titles. This analysis encompassed over 18,000 titles, constituting 99% of all the viewing on the platform and including any title that garnered over 50,000 hours of watch time.