Ian Thomas Malone

A Connecticut Yogi in King Joffrey's Court

house of cards Archive

Monday

23

March 2015

3

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House of Cards’ Lackluster Third Season Exposes Flaws in Netflix’s Business Model

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If House of Cards was airing on television, it’d be about a fourth of the way through its season. It can be hard to believe it’s only been a month since the entire third season premiered on Netflix. There’s a good explanation for this.

It wasn’t very good.

This article isn’t intended to be a review, but I’d just like to highlight a couple reasons why I hated this season. It wasn’t fun at all. Frank’s manipulations weren’t clever and the infrequency of his inner monologues damaged his relationship with the viewers. Everything about Doug was terrible and the same is true for most of what Claire was up to (including the bizarre hair color changes).

Of course opinions are subjective, but what isn’t up for debate is the fact that no one is really talking about House of Cards anymore besides a few blog sites that have staggered the reviews. To a certain extent, this shouldn’t be a complete surprise. There aren’t any new episodes. All of them came out on the same day. Problem is that previous seasons of HOC as well as Orange is the New Black did get plenty of buzz weeks after they came out.

The reasoning for this is simple. Word got out that this season was crap quickly. Shows tend not to get as much buzz when the reviews aren’t so hot.

Netflix spends tens of millions on shows like House of Cards for one reason. Buzz. Original content garners attention and gets subscribers. That’s why Netflix doesn’t just fill its library with Cheers and Magnum P.I., which come at a fraction of the cost of original programming.

It stands to reason that Netflix’s number one objective should be to protect its buzz in order to maximize its return for an expensive show like HOC. Debuting all the episodes at once caters to the binge-watching crowd and creates a day which in the television world can belong solely to House of Cards.

That’s it.

Think about the buzz breakdown of a typical cable show. Unless it’s a blockbuster like Game of Thrones or The Walking Dead, you get buzz for the first few weeks and then it naturally tapers off when other shows either start or finish their seasons. The buzz returns when the finale rolls around even if it’s been a lackluster season.

House of Cards got some buzz. Now it’s mostly gone. It’s hardly ridiculous to suggest that this wouldn’t have been the case if Netflix had aired the episodes one at a time rather than all at once.

This would have also protected the show from criticism for much longer. It would’ve been unfair to call the entire season lackluster based off the first few episodes. Because of Netflix’ model, we can write off the season days after it comes out. That’s not particularly great for Netflix.

Is it a problem? Maybe. Netflix doesn’t release views for its shows and even then, comparing it to the rest of television would be difficult.

When House of Cards first premiered, its model was praised as the wave of the future for TV. Three years later, I think it’s safe to say that while it certainly has a place in the grand scheme of television, it’s far from perfect.

While presenting viewers with the option to binge watch straight from the get-go is unique, it doesn’t really need to change anyone’s viewing habits. People can still watch an episode a week and if Netflix released them one at a time, you could still wait until all of them were out before starting. This really isn’t that revolutionary.

Netflix wants to maintain viewers yearlong. Last month, they had two powerhouse shows in HOC and OITNB. Now they have one. It stands to reason that HOC could reclaim this status next year and that season 4 will be inherently talked about, but it still doesn’t change the fact that Netflix is really only front-page news for two days out the year. HBO can top that number by a wide margin with Game of Thrones alone.

Binge-watching might be greater for many viewers, but it’s hard to say it’s really great for the networks themselves. When seasons are great, buzz can be maintained. As we’ve seen with season 3 of HOC, buzz can fizzle out pretty fast. I wouldn’t call that a great business model at all.

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Thursday

16

October 2014

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Breaking Down the Netflix Stock Drop and What Needs to Be Done Moving Forward

Written by , Posted in Blog, Pop Culture

Netflix’ stock took a tumble yesterday despite impressive growth in its third quarter earnings. There are two obvious reasons for this that stand out. The timing of HBO’s announcement that a separate subscription for HBO Go will be available in 2015 is certainly not a coincidence. Netflix personally attributes the stunted growth to the dollar price increase, which has merits especially considering the Qwikster blunder of 2011.

We live in a time of tremendous growth for the streaming market as a whole. Channels like FX are dedicating large portions of their ad space toward pushing their streaming services. Amazon has original programming that’s starting to garner mainstream attention. Even Yahoo has entered the fray.

While Netflix might have the largest piece of the pie and there’s little reason to think that another service will take over as king of the hill, it’s clear that being king of said hill means less than it once did. It’s not too different from the smart phone market, which is still lead by Apple but faces much stiffer competition in the year 2014 than 2007.

But what does this mean for Netflix? The service has increased its original programming department, but still relies heavily on older content to appease its viewer base. We’ve seen this recently with their increased ad campaigns promoting debuts of Gilmore Girls and Friends, which have been off the air for quite some time. Supplementary programming is necessary for every service, especially the ones that launch entire seasons at once.

There are two questions that need to be asked. The first is whether or not Netflix is doing enough to please its current subscriber base. An expanded original programming department has worked wonders as House of Cards and Orange is the New Black have established Netflix’ status as a legitimate contender for awards season and have supplied the company with an impressive amount of buzz.

But that’s only for two days out of the year for publications plus however long it takes viewers to get through the seasons. For binge watchers, that might actually be only two days. Other shows like Hemlock Grove and Bojack Horseman don’t carry the same amount of widespread appeal. So then what?

That’s why Netflix has so many other shows to watch. But for people who have cancelled cable and only use Netflix, is that really enough? The increased emphasis on original programming comes with exponentially higher costs than acquired content. Which means that Netflix doesn’t acquire as many shows as it once did to help make up the difference. That’s almost to be expected as there are only so many shows out there. Amazon has a fair amount of exclusive contracts of its own with shows like The Good Wife, Justified, Broad City, and Awkward, cutting into the available pool of shows.

Netflix raised its price in an effort to dissuade people from canceling their subscriptions after watching shows like House of Cards or OITNB. But that’s only a dollar. It’s conceivable to suggest that a person could watch their fill of Netflix’ offerings in a two month span, especially if they had subscribed in the past or have a DVR. Cable providers have increased their on demand offerings, making it more plausible for TV aficionados to live with Netflix than it has been in the past.

The second question is whether or not Netflix is doing enough to attract new subscribers. Unlike the first question, which depends mostly on the viewer, this is a clear no. With years of mainstream advertising under its belt, it’s hard to argue that there are many people in America who don’t know about Netflix or haven’t at least considered getting it.

Now there are external factors to consider. Houses with poor wifi are less inclined to pay for streaming services. There’s also houses that simply can’t afford it at all. But what about the people who just simply said no?

Let’s look at Friends, which is Netflix’ big grab to start of the year 2015. Friends is a beloved show that embodies the 90s and will certainly be one that users will want to check out. But are there really that many people who are going to subscribe because of Friends? The show is still on TV multiple times a day and has had numerous box set re-releases that have been quite popular. It’s hard to make the case that there’s that many people out there desperate to watch Friends who can’t find a way already.

Which is Netflix’ underlying problem. Tens of millions of people have it and enjoy it. But tens of millions of people have thought about getting it and decided not to. Further more, people who have gone through their library have decided to take a break and aren’t being given much incentive to come back except for two months out of the year.

The streaming competition isn’t going to get any lighter in the coming years. Netflix is a pioneer and continues to offer top tier original programming. But the company cannot forget that growth is best maintained by a continued commitment to original programming and consistent quality acquisitions.

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