Noah J Nelson on Friday, Dec. 6th
Netflix and binge watching TV: the two go hand in hand. So why is the company that invented the “let them watch 13 hours straight” release strategy changing their tune for a kid’s show?
That’s what they’re doing with “Turbo Fast”, a cartoon series based on this summer’s animated film “Turbo” about a racing snail.
First Cohen asked us to consider the alternative to the all-at-once releases for shows like “House of Cards.”
“Let’s for a moment say they release the program on a weekly basis,” said Cohen. “During the run there’s very little incentive for an individual to pay the $7.99 a month subscription fee only to be able to catch an episode or two.”
That math, Cohen said, is different when it comes to kids TV.
“Maybe Netflix thinks parents would be more willing to part with the $7.99 a month if its for the benefit of their kids.”
Cohen also said that kids just don’t binge watch the way adults do.
“The most common thing kids say after they watch a video they like is ‘again’ and not ‘let’s watch the next one.’ Maybe Netflix is taking a page out of the ‘Blue’s Clues’ playbook and thinks its target demographic for ‘Turbo Fast’ will be content watching the same episodes for weeks a time.”
The show’s December 24th release date is also right in time for the Christmas break.
“Should parents buy a new plush toy for their kids? Should they buy other types of Christmas gifts? Or they can get them a Netflix subscription so they can watch this new series. That they love, that they’ve seen in theaters and they recognize, and the adults get something back too.”
In other words: if you’re a parent of a toddler, get ready for an infinite loop of snail racing.
There’s an element of trial and error here, as well, said Cohen. Netflix will be able to experiment with a lower-stakes property like “Turbo Fast” and see if staggered releases can work for some of its content.