Netflix Original Films – Hollywood Disrupted by Streaming Success

This thesis uses a media industry studies framework to address the question of how discourses of streaming success surrounding Netflix’ Original film slate are related to the construction of streaming lore. By applying critical discourse analysis to popular and trade press publications, along with publicly available data from Netflix’ investor relations, this thesis’ findings showcase that while Netflix invests in strategies that trigger discourses of success of their individual Original films, such narratives are not backed by (publicly available) data, but are directly related to the overall success of Netflix as a whole. The construction of streaming lore is achieved through a holistic intertwining of stories of success that position Netflix favourably as an industry disruptor that seemingly innovates in a multitude of ways, but in reality participates in traditional industry logics in order to achieve industry recognition. Furthermore, this thesis concludes that by limiting data availability regarding content performance, Netflix presents films that hold varying strategies within their library as successful without specifying the particular success metrics for that film. By doing so Netflix profits from the discourses of innovation and industry disruption, without revealing that the intent and justification of large financial investments is exactly those discourses.