This month marks a decade since Netflix launched in Australia, and the streaming service continues to dominate the local market.
Despite a surge in competition from platforms like Disney+, Prime Video, and the newly launched Max, Netflix remains the most popular choice for Australian viewers.
So, what’s driving Netflix’s success – and how does a show or movie earn a spot as one of its top picks?
Dr Alexa Scarlata, Digital Communication Lecturer at RMIT, believes that Netflix’s success lies in its ability to set the agenda for global conversations.
From shows like 13 Reasons Why to Sex Education, Netflix has consistently sparked discussions on important social issues.
The service’s commitment to Australian content has also been a key factor, with local series like Heartbreak High reaching global audiences.
But it is not just the content that keeps Aussies coming back for more. Scarlata said that Netflix’s user-friendly platform and unique algorithm have helped it maintain a top spot.
“Netflix had famously said, ‘We don’t care about ratings. We don’t care about popularity. We don’t care about the unique location of users.’ And then in 2020, they added this Top 10 metric where you can see what other Australians are watching, ranking them according to popularity,” she said.
About two-thirds of the titles in Netflix’s trending Top 10 are Netflix originals or new releases, creating a “hype machine” that encourages viewers to stay engaged.
“There are some flaws with that metric in that the way they even consider a title as having been watched and popular is if it was watched for just two minutes, which is a bit strange. Can we really consider that a watch?”
Subscribe to The Briefing, Australia’s fastest-growing news podcast on LiSTNR today. The Briefing serves up the latest news headlines and a deep dive into a topic affecting you. All in under 20 minutes.