Why Netflix Wouldn't Cancel "Orange is the New Black"

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A recent rumor has Netflix canceling its prison comedy after just two seasons. Not true. But here's why the company would have been crazy to kill the series.

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Why Netflix Wouldn't Cancel "Orange is the New Black"

  1. 1. Why Netflix Wouldn’t Cancel “Orange Is the New Black”
  2. 2. About the Series • Orange Is the New Black (OITNB) is produced by Lions Gate, the same studio responsible for The Hunger Games and Twilight franchises, along with the TV hit Mad Men. • Season one launched last June, and quickly became Netflix’s most watched original series yet. • Season two launched on June 6, but Netflix had already renewed the show for a third season. Source: Netflix
  3. 3. Definitely Not Canceled • Contrary to recent rumors, the show was not canceled, and in fact season three is already in production. • But Internet rumors die hard, so Netflix tweeted out this picture from the set during production. • Netflix signed up for a third season back in May, even before season two was released to its subscribers. Source: Netflix
  4. 4. Emmy Nominations • The first season wasn’t eligible for Emmy awards in 2013, but this year OITNB led all comedies with 12 nominations including Outstanding Lead Actress (Taylor Schilling) and Outstanding Comedy Series. • Netflix secured the first ever Emmy award for an Internet show last year for House of Cards, but OITNB has a shot at racking up more awards than that critically acclaimed drama. Source: Netflix
  5. 5. Social and Media Buzz • Emmy nominations and media praise creates big buzz for Netflix’s brand. • The OITNB Facebook page counts 2.3 million fans, and its Twitter feed has nearly 500,000 followers. Source: Netflix
  6. 6. Membership Gains • Exclusive and original shows have been great for Netflix’s business, boosting profits and becoming a key draw for attracting new members. • Last year the company added 6.3 million streaming subscribers, 1 million more than it added in 2012. Netflix credited “the great press coverage and social buzz generated” by OITNB for a part of that gain, which pushed its member base to 36 million in the U.S.
  7. 7. Membership Gains • Those membership gains provide extra cash for Netflix’s increasingly ambitious content deals -- like its exclusive pay TV agreement on Disney, Pixar, Marvel, and LucasFilm movies starting in 2016. • OITNB and other original content has also made it 1) cheaper for Netflix to acquire new customers and 2) a stickier service for existing members. • You can see the dramatic impact of those two trends in Netflix’s U.S. profit margin, which has leapt to 26% from 11% in late 2011.
  8. 8. Redefining a Brand • But the biggest benefit to Netflix is that shows like OITNB are boosting the brand in the eyes of its customers. • Known as simply “rerun TV” a few years ago, the company is gaining a reputation for high-quality programming and now has ambitions to build a portfolio eventually comparable to HBO’s. • In fact, Netflix says that its addressable market is 60 million-90 million customers in the U.S., or as much as three times HBO’s total. • Exclusive content like OITNB will be critical to the company’s target of attracting an additional 30 million members to its service in the years ahead. Source: Netflix
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