The co-CEO and Chief Content Officer of the streamer was speaking on the ‘Future of Entertainment’ panel at the Cannes Lions advertising convention, where he received the event’s Entertainment Person of the Year award.
Streamer said in April that it would offer customers a cheaper ad-supported tier after suffering losses in customer numbers and its stock. It has reportedly met with Google, NBCUniversal and Roku to discuss potential ad-sales and marketing partnerships. Netflix’s idea of buying AVOD specialist Roku is also rumored.
Sarandos wouldn’t be ready to commit to any one partnership — Roku ruminated on the rumors, saying only “I don’t know where it came from” — but he did confirm that Netflix has started talks with “all of them”. He said, “Everyone has different solutions.”
The plan, he revealed, is to “make a very easy entry into the market, which we’ll build and iterate over to make Netflix a destination for users. What we’ll do first is not representative of what the product will ultimately be.” Start light, keep it simple and iterate fast.”
He remained agnostic about whether Dreamer would go on to own his advertising arm – “if it becomes so important”. [that] We want to control it, we can.”
Content on stage, however, remains king, and Sarandos has revealed some impressive graphics that show user routes to audiences as both come across shows such as bridgerton And then moving on to other shows and movies. He then explained what he believes is unique about Netflix’s offering: “The beauty of content is that people have a direct connection with the content. Your favorite show is so valuable to you.” [so] Being good at making your favorite show is very important. We have 20 genres of content, and the average viewer watches six of them every month. That’s a lot of material, [but] It’s not all for you. It’s not about quantity, it’s about variety.”
When Netflix was asked about the stock hit, Sarandos was still unimpressed, saying it was still inevitable in the development of a relatively new industry: “We’ve gotten through experiences where the market is disconnected from the core business.” And you have to prove the thesis still works, and is going to work in the long run. There is a lot of uncertainty in the world today, and if they find anything that shakes the foundation of the narrative, they panic.
“We are in the early days of this evolution of viewing – the way people watch and consume television. Today, we are about 10% of what people do on TV and streaming is about 30% of what we watch. And say there’s still a lot of time that people are watching linear TV. You look at the growth of streaming as a percentage of the total, and there’s a lot of room to grow.”
Sarandos also reiterated his defense of Dave Chappelle, Ricky Gervais And other star comedians performed on Netflix, saying: “We’ve always been supporters of the arts.”
Sarandos was asked about her recent upset over jokes made by Chappelle, Gervais, Jimmy Carr and other high-profile comedians, especially regarding trans people.
The executive said: “We’re programming for people with real diverse tastes and sensibilities. [There’s a range in] How they were raised, what they think is objectionable or what they think is harmful to them or the children.
“We won’t please everyone, but that’s the beauty of on-demand: You can turn it off. The reason comedy is tough is because we don’t all laugh at the same thing. We all cry over the same thing. So Drama is a little easier to do, but when it comes to comedy, it’s all very different.
“Plus, it’s not frozen in time. Those comedians who are good at their work always test the audience. They know what makes the laughs; it’s road tested before they record the special. If you look at Eddie looking back at murphy delusionalAt the time, it was the biggest hour of comedy ever filmed. Much of that material is out of step today. Eddie says the same thing.”
“Part of the art form is crossing the line, and part of the art form means that you sometimes cross it just to find where the line is. It’s really important to support the expression.”
He said it was “nearly impossible” to censor Chappelle despite the backlash against him, adding that Netflix would fight “all the way up to the Supreme Court” for his content. Sarandos said that the streamer “never took” [Chappelle’s special] down anywhere in the world. ,
“Diversity of thought, expression, is vital to defending. It’s good for culture, it’s good for society — not just for America, but everywhere.”
However, Sarandos acknowledged that he could have been more sensitive with some of his employees at Netflix expressing their displeasure over the content on the platform. “They were hurting. I answered accurately about the expression, but I should have been more directly sympathetic to them,” he said. But it was very important.”