Why Netflix Wouldn't Cancel "Orange is the New Black"
Why Netflix Wouldn’t Cancel “Orange Is the New
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.
Definitely Not Canceled
• Contrary to recent rumors, the
show was not canceled, and in fact
season three is already in
• 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.
• 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.
Social and Media Buzz
• Emmy nominations and media praise creates big buzz for
• The OITNB Facebook page counts 2.3 million fans, and its
Twitter feed has nearly 500,000 followers.
• 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.
• 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
• 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.
Redefining a Brand
• But the biggest benefit to Netflix is that shows like
OITNB are boosting the brand in the eyes of its
• 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.
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