Read on Twitter
1/ A thread 
https://abs.twimg.com/emoji/v2/... draggable="false" alt="đ§”" title="Thread" aria-label="Emoji: Thread"> on the power of IP vs Platform
"After languishing in relative obscurity on YouTube Red, the "Karate Kid" spinoff #CobraKai has become one of the fastest-rising series on streaming. That& #39;s the power of #Netflix" via @CNN â more contexthttps://abs.twimg.com/emoji/v2/... draggable="false" alt="đ" title="RĂŒckhand Zeigefinger nach unten" aria-label="Emoji: RĂŒckhand Zeigefinger nach unten"> https://edition.cnn.com/2020/08/31/media/cobra-kai-netflix-youtube-red/index.html">https://edition.cnn.com/2020/08/3...
"After languishing in relative obscurity on YouTube Red, the "Karate Kid" spinoff #CobraKai has become one of the fastest-rising series on streaming. That& #39;s the power of #Netflix" via @CNN â more context
2/ "Demand for the series grew by 110% during the week of Aug 23-29, according to @ParrotAnalytics. A third season, which will be released as a Netflix original series, is expected to arrive in 2021"
@CobraKaiSeries spiked to be #11 most popular show in the US in the last 24hrs
@CobraKaiSeries spiked to be #11 most popular show in the US in the last 24hrs
3/ BUT the trending media narrative that the show went from "obscurity" to mass appeal isn& #39;t quite accurate...
Here is @CobraKaiSeries& #39;s demand the week after its season 2 launch in April 2019:
Here is @CobraKaiSeries& #39;s demand the week after its season 2 launch in April 2019:
4/ So, #CobraKai was previously (recently) a top-10 title in the US.. hardly "obscure"
BUT, the show hasn& #39;t released any new episodes for almost 18 months and it& #39;s now trending at similar demand levels to its peak demand after its last season drop. THIS is the power of @netflix
BUT, the show hasn& #39;t released any new episodes for almost 18 months and it& #39;s now trending at similar demand levels to its peak demand after its last season drop. THIS is the power of @netflix
5/ This is not the first time and it won& #39;t be the last...
Scale gives @netflix a number of superpowers. Dusting off existing IP off the shelf and achieving a higher marginal return on $ content investment relative to competitors is certainly one of them https://twitter.com/WaredSeger/status/1287824082348564481?s=20">https://twitter.com/WaredSege...
Scale gives @netflix a number of superpowers. Dusting off existing IP off the shelf and achieving a higher marginal return on $ content investment relative to competitors is certainly one of them https://twitter.com/WaredSeger/status/1287824082348564481?s=20">https://twitter.com/WaredSege...
6/ Another superpower is the ability to leverage existing demand to increase the adoption of content.
"Tell people that other people are into something, and a significant number of folks are going to want to see what all the fuss is about." @TVMoJoehttps://abs.twimg.com/emoji/v2/... draggable="false" alt="đ" title="Ok hand" aria-label="Emoji: Ok hand"> https://www.vulture.com/2020/06/avatar-last-airbender-netflix-summer-hit.html">https://www.vulture.com/2020/06/a...
"Tell people that other people are into something, and a significant number of folks are going to want to see what all the fuss is about." @TVMoJoe
7/ But in most cases, there is measurable demand & longevity for the IP. @netflix& #39;s superpowers enable them to extract more value (i.e. better monetize that demand) than the rest.
@lacasadepapel is the best "Netflix Effect" example (needs its ownhttps://abs.twimg.com/emoji/v2/... draggable="false" alt="đ§”" title="Thread" aria-label="Emoji: Thread">) https://tv.parrotanalytics.com/US/la-casa-de-papel-money-heist-netflix">https://tv.parrotanalytics.com/US/la-cas...
@lacasadepapel is the best "Netflix Effect" example (needs its own
8/ Then there is @witchernetflix.. which doesn& #39;t need a https://abs.twimg.com/emoji/v2/... draggable="false" alt="đ§”" title="Thread" aria-label="Emoji: Thread"> because @GenePark has you covered there.. https://www.washingtonpost.com/video-games/2020/01/06/the-witcher-is-biggest-tv-show-world-heres-how-get-more-geralt-rivia/">https://www.washingtonpost.com/video-gam...
9/ Creating demand for a brand new IP from scratch is HARD. For all of @netflix& #39;s scale, superpowers and seemingly endless $ to secure talent, @HBO still has a higher hit rate...
See @ballmatthew& #39;s primer on comparing & valuing content across platforms: https://www.matthewball.vc/all/contentcarscomparisons">https://www.matthewball.vc/all/conte...
See @ballmatthew& #39;s primer on comparing & valuing content across platforms: https://www.matthewball.vc/all/contentcarscomparisons">https://www.matthewball.vc/all/conte...
10/ So let& #39;s give some credit to the @CobraKaiSeries & @YouTube teams for injecting life into the IP and creating a hit that stood out on its own without the platform effect.
Next, refresh this page when S3 is out & watch the #NetflixEffect:
https://tv.parrotanalytics.com/US/cobra-kai-netflix
/END">https://tv.parrotanalytics.com/US/cobra-...
Next, refresh this page when S3 is out & watch the #NetflixEffect:
https://tv.parrotanalytics.com/US/cobra-kai-netflix
/END">https://tv.parrotanalytics.com/US/cobra-...
