Short overview on the benefits of media adaptation used by the streaming service Netflix, the aspects in which it underwhelms in a marketing context and potential recommendations moving forward.

1. The Netflix
Adaptation: Good
Intentions,
Questionable
Execution
B Y : J A S O N L E U N G

2. What is an
Adaptation?
In entertainment, an adaptation is the
transitioning of a film, digital or literary
source into another means of enjoyment.
Movie
Game
Book
Book
Movie
Game

3. • Different, creative interpretations of the same source
• Added visual appeal and theatrical dimensions to text
• Experience on feelings of homage and nostalgia
• Provides additional means to enjoy the same material
If done correctly, adaptations can become an
incredibly powerful experience for the viewer

4. For Netflix, live action adaptations are quite the
profitable opportunity...
• Generates crossover appeal
through different mediums
• Less initial intellectual investment
than creating an original premise
• Ability to typecast roles and staff
based on similarity of character
and personality traits

5. Their venture
into literary
adaptations
have produced
numerous
success stories.

6. However, there are
also cases where
Netflix fails to
capitalize on
adapting popular
media.
Source:
RottenTomatoes

7. If you’re an avid viewer of
Netflix and a fan of pop
culture in general, you’ve
probably seen this meme
template around.
Notice the steep decline in
visual quality as the image
seems to transition into
live action; the “Netflix
anime adaptation effect”.
This type of transition
mainly applies to Netflix’s
attempts at adapting
manga illustrations and
anime, a mainstay of
Eastern entertainment
culture.

8. This
discrepancy is
caused by
Netflix’s
negligence of
their real target
audience.
• Marketing campaigns for these series receive
immediate scrutiny upon reveal
• Removes the distinct, cultural appeal of the original
• Assumes a single archetype of interpretation to
solely reflect American culture will be received
positively
As the influence of Eastern media continues to take the West by
storm, how can Netflix fix this disconnect with their target
audience, and discover yet another new market?

9. A combination of
retaining cultural
aspects and changing
their one-note concept
of interpretation will
provide an immediate
boost to Netflix’s
marketing potential.
• Hire creative direction staff that
understand the need to retain
original cultural aspects and style in
adapting source material
• Carefully accustom oneself to the
source material, evaluating whether
it allows for a different interpretation
• Compare and align your
observations with the general
perception, drawing on multiple
perspectives to each adaptation