Netflix pulls curtain back on consumer data in unprecedented reveal

Topline:

Last week, Netflix released its dataset of all the viewing on the streaming service in the first half of 2024, which provides an unprecedented look behind the curtain at what’s working and what’s not.

Why it matters: For years, Netflix shielded its numbers from studios, talent and their reps. The change is largely designed to put pressure its rivals which do not release viewership data, but the information also gives studios and talent information to broker deals that more accurately reflect their worth. Netflix is currently changing how it pays creatives, but agents such as Endeavor’s Ari Emanuel have expressed concerns that the service will not offer the kind of back-end rewards that would compensate them fairly for their success.

The analytical angle: For those who have a stake in observing Netflix’s trajectory, the biannual data dumps are an effective way of evaluating the relative performance of programming trends. For example, Netflix’s push into live programming has seen highs — the Roast of Tom Brady — and lows such as its made-for-Netflix tennis exhibition between Carlos Alcaraz and Rafael Nadal.

Three standout trends: During the first six months of 2024, six out of the top 13 most-watched films on Netflix were studio animated films, including The Super Mario Bros. Movie , which topped the chart . Meanwhile, sports documentary and comedy specials were down year-over-year. In the case of the comedy data, this was despite there being twice as many specials compared with the first half of 2023.

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