Netflix’s chief content officer Ted Sarandos responded to the streaming site’s critics about its refusal to disclose ratings, calling reports “remarkably inaccurate.”
Sarandos also spoke about how the company is working on producing more family appropriate content in order to draw in viewers.
John Koblin of The New York Times had the day’s news:
Tensions between Netflix and traditional television networks escalated this weekend after industry executives expressed mounting frustration over Netflix’s refusal to disclose ratings.
At a Television Critics Association event, NBC Universal introduced viewership figures last Wednesday provided by an outside firm that suggested several of Netflix’s shows fall in line with broadcast and cable shows, implying that traditional television remains vibrant. On Saturday, John Landgraf, the chief executive of the cable network FX, picked up the theme, saying it was “ridiculous” that Netflix did not release viewership numbers.
Netflix’s chief content officer, Ted Sarandos, shot back on Sunday, saying the numbers provided by NBC were “remarkably inaccurate” and asking why NBC would spend time and energy to “talk about our ratings.”
“Maybe because it’s more fun than talking about NBC ratings,” he said.
The pitched back-and-forth occurred as ratings are falling for broadcast and cable networks while Netflix’s offerings of original programs are growing. Mr. Sarandos said that the streaming service would spend $6 billion on content this year, and original scripted programming would be part of that budget.
Television executives have been frustrated because Mr. Sarandos has at times suggested Netflix shows would fare better than what is on cable and broadcast television. Last month, for instance, he said the Netflix show “Narcos” would be the most-viewed show on cable, not HBO’s “Game of Thrones.”
Michael O’Connell of The Hollywood Reporter explained how questions about viewership always arise during Sarandos’s public engagements:
It was a different response to a familiar question. Every Sarandos appearance at the TCA has seen the exec grilled on the streamer’s unreported audience numbers. And while he wasn’t giving away any numbers, he was happy to say that the ones shared by NBC were wrong — and of a demographic that Netflix doesn’t even track.
“I can’t even tell you how many 18-49 users we have … we don’t track them,” he said. “Those sample sets don’t give you a lot of information when people are watching thousands of shows [on Netflix] around the world. Somewhere in the world, every second of every day, someone is pressing start on a Netflix original. … There is not an apples to apples comparison to Netflix watching and any Nielsen rating.”
Sarandos noted that the specific numbers — Wurtzel had 4.8 million adults 18-49 watching Jessica Jones, followed by Master of None (3.9 million adults 18-49) and Narcos (3.2 million adults 18-49) — wouldn’t even be relevant to his business if they were true.
“The ratings themselves have no specific impact on the business,” he added. “If we were spending a lot of money on shows people weren’t watching, they will quit. People are finding value in how we’re spending our content dollars … if they’re watching today, tomorrow or seven days from now.”
Bringing up a point not often echoed during his ratings rebuttals, Sarandos also emphasized that he thought public ratings interfere with the creative process and that he didn’t want the people behind his different series to feel as though they’re in competition with one another. He also took a swipe at the current ad-supported model by noting that the quest to always be in pursuit of the biggest audience has had a negative effect on the quality of shows.
“We may build a show for 2 million people and we may build a show for 30 million,” he said, then suggesting he has series that hit both of those numbers.
David Bauder of the Associated Press detailed the company’s desire to attract more families:
Netflix says it will make a special effort to produce programming for children and families, with the streaming service offering 20 new programs in the category this year led by the Feb. 26 premiere of the “Fuller House” remake.
Ted Sarandos, Netflix chief content officer, said Sunday that there’s not enough of this programming on traditional TV right now. The emphasis also coincides with Netflix’s broadening subscriber base – it’s more than 19-year-old boys clicking onto the service now.
The streaming service is in only its fourth season of making original content with deep pockets that have made traditional TV networks envious. Sarandos, who said Netflix will spend $5 billion on content this year, aggressively fought back against recent criticism from rivals.
The remake of the popular “Full House” is highly anticipated. The network on Friday also made available new episodes of the teen-focused series “Degrassi.” Jim Henson’s company is making “Word Party,” a show for preschoolers, and “Lost & Found Music Studios,” premiering in April, is about striving teenage musicians. Also in April, the animated “Kong: King of the Apes” will update the King Kong series.
“The Get Down,” a series starting this summer about the formative days of rap music, could appeal to both youngsters and their parents.
