Read on Twitter
1/ A 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's the power of #Netflix" via @CNN â more context
https://edition.cnn.com/2020/08/31/media/cobra-kai-netflix-youtube-red/index.html
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's the power of #Netflix" via @CNN â more context
https://edition.cnn.com/2020/08/31/media/cobra-kai-netflix-youtube-red/index.html
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't quite accurate...
Here is @CobraKaiSeries's demand the week after its season 2 launch in April 2019:
Here is @CobraKaiSeries'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't released any new episodes for almost 18 months and it'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't released any new episodes for almost 18 months and it'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'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
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
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." @TVMoJoe
https://www.vulture.com/2020/06/avatar-last-airbender-netflix-summer-hit.html
"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
https://www.vulture.com/2020/06/avatar-last-airbender-netflix-summer-hit.html
7/ But in most cases, there is measurable demand & longevity for the IP. @netflix'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 own) https://tv.parrotanalytics.com/US/la-casa-de-papel-money-heist-netflix
@lacasadepapel is the best "Netflix Effect" example (needs its own
) https://tv.parrotanalytics.com/US/la-casa-de-papel-money-heist-netflix
8/ Then there is @witchernetflix.. which doesn't need a 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/
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/
9/ Creating demand for a brand new IP from scratch is HARD. For all of @netflix's scale, superpowers and seemingly endless $ to secure talent, @HBO still has a higher hit rate...
See @ballmatthew's primer on comparing & valuing content across platforms: https://www.matthewball.vc/all/contentcarscomparisons
See @ballmatthew's primer on comparing & valuing content across platforms: https://www.matthewball.vc/all/contentcarscomparisons
10/ So let'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
Next, refresh this page when S3 is out & watch the #NetflixEffect:
https://tv.parrotanalytics.com/US/cobra-kai-netflix
/END
