Marketing Dive March 10th, 2017
TheChive is a male-oriented entertainment web site and app featuring a photo gallery, videos and a social media presence. Users submit more than 5,000 pieces of content daily. The Netflix promotion isn’t the first studio campaign to tap into the brand’s loyal audience. Previous efforts include FXX’s “The Simpsons,” Sony Pictures’ “Sausage Party” and “22 Jump Street,” and Fox’s “Deadpool.”
When a website or social media platform has an audience that is heavily skewed toward a very specific audience, such as theChive’s heavy skew towards a specific gender, age and set of interests, it makes sense to take advantage of a marketing blitz like Netflix’s “Iron Fist” promotion when the audience and product cleary line up, as they do in this case. And given past studio campaigns around similar situations, it’s likely that Netflix had access to metrics proving the value of running its own takeover of the site.
Streaming video overall is coming from a place of strength. Netflix’s customer growth from last year’s Q3 exceeded expectations, and separate reports from January found streaming and over-the-top services in solid shape with a Parks Associates study reporting 63% of broadband households have at least one OTT subscription and the Digital Entertainment Group finding streaming revenue outpaced disc sales in 2016 for the first time.
We will get back to you soon.