Shelly Gillyard on global marketing of Netflix and Brazil's impact

Transcript

00:00Everyone is trying to reach a global audience.

00:02The geographic boundaries that once defined content distributions, gone.

00:07Just gone.

00:09And I'm curious how, you know, fandom we know for the biggest franchises, obviously there's a lot,

00:16but have you had experience finding, you know, pockets of fandom in places like, you know, the UK or Europe?

00:24But, you know, have you had experience trying to thread together things to sort of build a campaign?

00:30I'm just curious how the global nature of marketing, Shelley.

00:32Yeah, I can talk about it because our mission every day is to entertain the world.

00:36And this year is actually the biggest year of fandom for Netflix.

00:40We've got Squid Game coming to an end, Stranger Things coming to an end,

00:44the highly anticipated season two of Wednesday.

00:47I'm so excited about that.

00:49Yeah, it's really good too.

00:51And then on the film side, Happy Gilmore 2.

00:53And the next night is out.

00:55And so to your point or your question, they're definitely, first and foremost, it starts with the product.

01:02We put a teaser out.

01:03We can immediately see between the engagement on the product and our social following.

01:09We have a benefit of over 1.2 billion social followers.

01:12And so they speak to us all of the time, good and bad.

01:16But we are finding if something does not hit in Brazil, it does not go around the world.

01:24And so we are actively engaging to make sure that the right titles also have the right fandoms in those pockets.

01:33But that would be one thing that I just have noticed for some of our biggest titles.

01:37Interesting.

01:38Well, luckily, Karate Kid has a huge fandom in Brazil, so I'm feeling very good about our release in a month.

01:44Brazil is a force, as we saw in the ask.

01:49Brazil is a force, as we see in Brazil.

01:50Brazil is a force, as we saw in Brazil.

01:51You