Redefining the ‘Original’
The Netflix Originals banner is one of the most recognizable brands in modern entertainment, but the term itself covers a wide range of production and acquisition strategies. It is an umbrella label that signifies a piece of content’s exclusive availability on the Netflix platform within a given region. This exclusivity is the cornerstone of Netflix’s business model, providing a compelling reason for customers to subscribe. The ‘Originals’ brand has been instrumental in transforming Netflix from a simple content licensor into a dominant global production studio that rivals the output of any traditional Hollywood entity.
There are several distinct types of content that fall under the Netflix Originals banner:
- Commissioned and Produced In-House: These are projects that Netflix develops from the ground up, such as the series Stranger Things or the film Glass Onion: A Knives Out Mystery. The company has full creative and financial control over these productions.
- Acquired Exclusives: These are films or series produced by other companies that Netflix acquires the exclusive distribution rights for. This is common with international productions; a show like La Casa de Papel (Money Heist) was a Spanish network series that Netflix acquired and rebranded as a Netflix Original for its global audience.
- Co-Productions: Netflix partners with other production companies or broadcasters to jointly finance and create content.
This flexible strategy has allowed Netflix to rapidly build a massive and diverse library of exclusive content, using its sophisticated user data to inform its greenlighting decisions.
Disrupting Traditional Distribution
The rise of Netflix Originals has profoundly disrupted the traditional models of film distribution. The company has largely eschewed the standard theatrical release window, preferring instead to release its films directly onto its streaming platform globally on the same day. While this has drawn criticism from cinema chains and some filmmakers who value the theatrical experience, it has also provided unprecedented access for audiences worldwide. For prestige films aiming for awards consideration, like Alfonso Cuarón’s Roma or Martin Scorsese’s The Irishman, Netflix has adopted a strategy of limited theatrical runs, just enough to qualify for awards like the Oscars, before a swift move to the streaming platform. This ‘direct-to-consumer’ model, fueled by a massive and continuous output of ‘Original’ content, has fundamentally changed how movies are made, marketed, and consumed.