Netflix’s ‘Emily In Paris’ Features Google Lens

Google has come aboard Netflix’s Emily in Paris as a sponsor as the series debuts Season 4.

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The agreement will let fans (on all Netflix plans) use Google Lens to scan Emily’s looks and find similar items to match her style.

Netflix members can use the Lens on the Google app on their mobile or tablet device to scan the title character’s styles to be sent to similar fashions online.

The first five episodes of Season 4 started streaming Thursday, with the final five coming in September.

The Netflix-Google arrangement also has a presence in Netflix’s ad-supported subscription plan. When a pause ad appears during the program, it encourages members to scan the image on screen using Google Lens. Doing so directs them to a shopping page with similar items for sale.

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Custom 15-second spots co-brand the shopping feature and the show.

Netflix launched advertising nearly two years ago and has made it a central strategic priority, with Wall Street analysts seeing it as a multi-billion-dollar revenue opportunity.

Season 3 of Emily debuted on December 21, 2022, and racked up 117.6 million hours viewed, making it No. 2 on the U.S. English-language chart. The third installment landed in the Top 10 in 93 countries. Season 1 also made its way back into the Top 10 around the time of the third season’s premiere.

Stephanie Horton, Google’s Senior Director of Global Consumer Marketing & Commerce, said the venture would “bring the joy of shopping” directly to viewers. Magno Herran, VP of Marketing Partnerships, said the collaboration is “organically tapping into the fandom of the show, and leveraging engaging formats.”

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