On 10th September, 2020 Netflix released a video titled ‘One Story Away’. It talked about all the shows and movies on the platform and how it is changing the world. It is a global branding and marketing initiative taken by the leading streaming platform to celebrate story-telling and its power. The campaign has been launched in 27 countries and talks about everyone coming together to see the same story. Every show comes with a different emotion and the experience is so powerful that people start getting closer to each other and also start relating them with their daily life. If you watch the video, you will see a compilation of small videos of various shows and movies. There is a voiceover talking about different emotions and how every creator aims on capturing them.
Netflix gets every type of content in one place which is from different countries with different languages from various creators. It has also given many rookie creators a chance by signing with them production deals. It has helped them to release their content under the tag of Netflix Originals. The platform has always been a success but since the pandemic has hit everyone, there has been a rise in their subscribers. Around 26 million new subscribers had signed up and it never failed to provide quality content and they are still keeping everyone entertained. Netflix wants to connect with every person and their different moods at all times. They have also customized and curated their library to the new campaign. In 2020, the stock prices have shot up helping them to reach the highest to date.
What did Eric Pallotta say about their new campaign of ‘One Story Away’?
Eric Pallotta, the Vice President of their marketing and branding department is the one who came up with the idea. He said that one of his colleagues used the phrase ‘One Story Away’ once and it was stuck in his mind since then. He realized the power that story-telling has and how important it is. Eric also stated that when he had watched ‘Stranger Things’ for the first time, he hit nostalgia thinking about his childhood and how they used to ride bikes everywhere. The character of Eric in ‘Sex Education’ has helped many to realize their sexuality and how they do not need to stay in the closet displaying courage and bravery.
Proud of this! Hope you enjoy watching this as much as we enjoyed making it. ➖➖➖🔴➖➖➖➖ https://t.co/FXzZ1dT0dE
— Eric Pallotta (@Wholellotta) September 10, 2020
How did Netflix get into the video streaming industry?
The giant streaming platform is considered to be the best by many users and its interface is loved by many. The strategy of investing in itself was brilliant as now they are marketing themselves as a global brand. They have now bought the streaming rights to many TV shows that people want to watch. They keep updating their library every time which makes them different than the other platforms. Not only media streaming, but they are now also involved in numerous production activities. The company had started in 1997 and was into selling DVDs and sending them. However, as the concept of streaming came up, they pivoted the plan. In 2013, they also released their first-ever series ‘House of Cards’ which was a huge success. Now, with more than 193 million subscribers it is the largest entertainment company.
In 2011, Netflix was sued for not providing captions by the US National Association of Deaf. Immediately after that, they captioned every video in their library. Now, they have also started providing captions in the local regional languages. They have also faced issues regarding the type of content they are putting out to the world. Many commented saying that ‘13 Reasons Why’ was pictured in such a way that many kids who watched would get influenced by the activities. However, Netflix said that they were trying to spread awareness as such incidents are already experienced by many during their school and colleges. No matter what, everyone has a story to tell and Netflix gives them a chance to do so. Hence, it has reached this level of success and is loved by many.