BEYOND THE SCREEN: THE REAL-LIFE IMPACT OF NETFLIX’S MARKETING IN TRUE CRIME ENTERTAINMENT

With over 270 million subscribers and generating $9.4 billion in revenue in the first quarter of 2024, Netflix has proven to be a dominant force in the entertainment world. One of its most powerful marketing strategies has been capitalising on the growing fascination with the true crime genre. In fact, “Netflix serial killers” searches have increased by 45%, while “true crime drama” has risen by 32%. This shift showcases Netflix’s ability to not only entertain but also shape public discourse around controversial social issues.

Netflix has become a platform where complex, often controversial, cases are presented to millions, offering fresh perspectives that weren’t always portrayed by traditional media.

Take, for example, Monsters: The Lyle and Erik Menendez Story. The case of these brothers, who were convicted of killing their parents in 1989, was framed by the media at the time as one of cold-blooded murder. But Netflix’s documentary shifted the narrative, focusing on their alleged experiences of domestic and sexual abuse, thus offering a new lens on the case.

This strategic shift in focus highlights Netflix’s powerful marketing technique: its ability to identify and respond to cultural trends. In the case of Monsters, the show came on the heels of viral discussions on platforms like TikTok, where users revisited the Menendez case, reframing the brothers’ actions as a potential result of trauma rather than simple malice.

Netflix has a unique ability to harness social media trends and turn them into cultural moments. For example:

Making a Murderer (2015) generated widespread interest and led to over 360,000 signatures in a petition calling for Steven Avery’s release.
When They See Us sparked widespread discussion about racial injustice and the wrongful convictions of the Central Park Five, with the Innocence Project reporting a surge in donations and volunteers after the series aired.
Monsters: The Lyle and Erik Menendez Story continues this trend, with the Los Angeles district attorney even recommending a resentencing of the Menendez brothers following the show’s release.

While Netflix’s marketing techniques attract huge viewership numbers:

Making a Murderer reached 19 million U.S. viewers in its first month
When They See Us attracted 23 million viewers
Monsters garnered 12.3 million views in just a week.

…what’s most remarkable is how Netflix turns this viewership into a call for action. By presenting complex, multifaceted cases in a way that invites empathy and encourages debate, Netflix is positioning itself as a powerful voice in the conversation about justice reform.

Netflix’s ability to engage and influence its audience, turning empathy into activism, is a testament to its marketing power. By sparking conversations, raising awareness, and driving public dialogue, Netflix has become a catalyst for change in the world of true crime entertainment.