Netflix Boosts New Titles with A-List Talent Through Licensing

Netflix is constantly refreshing its content library with new titles while also leveraging the appeal of older classics through licensing. For A-list celebrities like Julia Roberts, Jennifer Lopez, and Benedict Cumberbatch, signing on to a Netflix project isn’t just about entertainment; it’s a savvy business move.

By releasing new projects alongside older titles featuring these stars, Netflix creates a binge-worthy experience for viewers. This approach not only reintroduces older content to new audiences but also reinforces the popularity of these actors’ previous works.

This strategy is crucial for Netflix’s subscriber retention. While the licensing of popular titles isn’t unique to Netflix, its vast reach of 270 million subscribing households worldwide allows it to cross-promote celebrities’ older works with new projects in an unprecedented manner.

For actors, this cross-promotion can lead to increased social media followership and brand promotion opportunities. Successful licensed titles often make it to Netflix’s weekly Top 10 lists, showcasing the impact of this strategy.

For example, Glen Powell’s romantic comedy “Anyone But You,” released alongside “Hit Man,” debuted at No. 1 on the English Films Top 10 List, garnering 10.8 million views in its first three days. Similarly, Benedict Cumberbatch’s “Patrick Melrose” and “The Imitation Game” saw a resurgence in popularity due to their licensing in support of his new series “Eric,” which topped the English TV Top 10 List with 10.1 million views.

Jennifer Lopez’s movies “Atlas” and “The Mother,” released with older hits “Enough” and “Anaconda,” achieved remarkable success, with “Atlas” securing the second spot on the English Films Top 10 List and accumulating 59.8 million views in just 17 days.

Netflix’s strategic licensing extends beyond movies to TV series and documentaries. For instance, Pamela Anderson’s documentary “Pamela: A Love Story” sparked interest in her life, leading to increased viewership of her older works and boosting sales of her memoir and skincare line.

Arnold Schwarzenegger’s first TV series “Fubar” was accompanied by the licensing of several of his classic movies, further expanding his brand and podcast following.

Netflix’s approach also benefits viewers, who get the opportunity for double features or movie marathons. For example, Natalie Portman fans could watch “May December” and follow it up with “Black Swan,” while Julia Roberts fans could enjoy “Leave the World Behind” followed by “Eat Pray Love.”

Upcoming releases, like Eddie Murphy’s “Beverly Hills Cop” double feature, continue this trend of strategic licensing and cross-promotion, highlighting Netflix’s innovative approach to content delivery.