The Battle for Time - Week of October 30

November 7, 2016 Ophelie Zalcmanis-Lai, Content Editor

A star-studded cast. Luxe costumes. An alleged £100 million budget (approximately $165 million CAD).

We’re talking about Netflix Original Series The Crown, a period drama on Queen Elizabeth II’s ascent to the throne in post-war Britain.

Within the bigger picture scene though, we’re talking about case for original content. Specifically, what it means to invest in and effectively carry out good stuff.

Specifically the grandeur of The Crown points with Netflix’s obvious commitment to the world of content and what it can offer brands and businesses.

In this case, it’s two key things: the power of offering exclusive content over what everyone else offers and the benefits the come with targeting specific audiences.

Truthfully we live in a world of clutter. But with Thought Catalysts like Netflix, it’s clear the game is changing – and needs to be changed.

The Crown and Netflix simply get it.

This is what captured our minutes this week.

Here’s why:

1. The Crown is an example of the strength in exclusive content.

We are a content marketing agency. We believe in content. Gasp!

But the reason why content is something to believe in is because its core purpose is about being the stuff people want to see, as opposed to the stuff they’re forced into seeing.

It’s meant to be tailored to specific audiences, interests and niche obsessions.

In the case of Netflix, instead of opting to just be a paid-subscription service where you watch a bunch of your favourite movies, it’s a paid-subscription service where viewers get access to exclusive content while their favourite shows and movies are just added bonuses.

So, viewers can watch full-scale, quality productions like The Crown knowing no other service provider can and will offer it, while still getting full seasons of Downton Abbey.

And why are these productions so good? Because Netflix is willing to invest in offering what others can’t. It’s reportedly spending $6 billion on releasing a whopping 1000 hours of original content in 2017.

That money is evident in The Crown. With actors of John Lithgow pedigree and jewels that look very much like they came from the royal vaults themselves, this production is anything but B-level.



Being completely frank, nothing but A-level content has the ability break past the barriers that audiences have become pros in putting up against the clutter.

There’s also nothing more annoying than getting hyped for a show only to watch it and realize that your minutes were wasted on sub-par acting and cardboard sets.

2. Its original content plan isn’t just tapping into familiar audiences, it’s tapping into audiences all around the world.

With over 87 million subscribers world-wide, Netflix knows very well that each and every one of those subscribers have varied tastes.

So what to do? Why, tailor what it means to Netflix and chill of course.

The Crown received positive reviews, from its depth of acting to its set details.

But it wasn’t just looking to nail down production, it was looking to nail down a specific audience: the British, and specifically those who have a soft-spot for the monarchy.

Yes, The Crown reaches out to people who like period dramas à la Downton Abbey, and yes it reaches history buffs. But Netflix sure knows how to pinpoint the royalists who will either be scandalized or heartened by the dramatization of the British Royal Family.

Not every audience is the same, from what piques their interest to what stirs them into action.

So, Netflix has gone and created a plethora of programming that reaches out to just about anyone.

Other than The Crown, take a look at:
Jessica Jones – comic book aficionados
Stranger Things – sci-fi fanatics
Narcos – action mavens
Scream – horror junkies

Everything was created for a specific reason, in a specific way, for specific people.

Audiences love this because they simply don’t have the time or energy to want to sift through things and figure out what they like. They just want it to be available.

Entitled? Maybe. Efficient for businesses to master? Absolutely. Businesses and brands that know what they’re good at and offer what their fans crave will always be two steps ahead of the rest.

Being ahead is ultimately what wins The Battle for Time. There are only so many minutes that people are willing to spare when it comes to all the information they get inundated with every day. Netflix and its original programming like The Crown stand above the rest because it’s not like the rest.

Plain and simple.

At the end of the day, people engage with content by lending their minutes. Content is successful when its battery is fully charged with attention.

What will win this week?

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The Battle for Time - Week of October 30.