Should Netflix Fix Its Problem by Utilizing Traditional TV?
Netflix has built its reputation by changing how people watch television, but even the streaming giant is facing new challenges. While many of its original shows attract large audiences when they first premiere, some struggle to keep those viewers coming back for later seasons. With thousands of movies and TV series available across multiple streaming platforms, it's easy for audiences to forget about a favorite show or move on to something new. As competition in the entertainment industry continues to increase, simply releasing high-quality content is no longer enough. Streaming services must also find effective ways to remind viewers when new seasons are available.
Why Traditional TV Still Matters
Although Netflix operates entirely through streaming, traditional television still reaches millions of its subscribers every day. Many people continue to watch live sports, local news, reality shows, and other cable or broadcast programming alongside their streaming services. Because of this, linear TV remains an effective place to advertise upcoming Netflix releases. Television advertising has always been successful at promoting new programs because viewers are already engaged with video content. Seeing a trailer for an upcoming season while watching another show can spark interest and encourage someone to return to a series they may have forgotten about.
Reaching the Right Audience
Advertising only within the Netflix platform has limitations. There are only so many places to promote content on the service itself, and those spots could potentially generate revenue through paid advertisements. Purchasing ad space on other streaming platforms is another option, but it can be costly and may not be the most efficient use of a marketing budget. Traditional television offers a more affordable way to reach large audiences. Today's advertising technology also allows companies to target viewers based on interests, viewing habits, and demographics, making promotional campaigns much more precise than they were in the past. Netflix could even measure whether viewers who saw an advertisement later returned to watch a new season.
Blending Old and New Strategies
Some people may see advertising on traditional television as a step backward for a company that helped redefine the entertainment industry. However, using linear TV does not mean abandoning streaming. Instead, it could serve as another tool to help Netflix connect with existing subscribers and keep them engaged. As the number of entertainment choices continues to grow, reminding viewers about returning shows becomes increasingly important. Combining modern streaming technology with proven advertising methods could help Netflix strengthen viewer loyalty and improve season-to-season audience retention. Sometimes, the smartest strategy is not choosing between old and new but using both together.
Cate Bender, the author, is Project Coordinator of Marketing Keys