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For Netflix, The Defenders is a research goldmine

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BY SAM GUTELLE

On Aug. 18, Netflix premiered The Defendersa series about a group of Marvel superheroes—Daredevil, Jessica Jones, Luke Cage, and Iron Fist—who all star in their own respective Netflix series.

For the streaming service, the launch of The Defenders is more than just the culmination of nearly four years of production spread across five shows. It’s also an opportunity to mine insights about the habits of Netflix’s viewers, who are flocking to the new crossover series from many different directions.

The story of The Defenders as it pertains to market research is the subject of a thorough piece in Wired, which interviewed Netflix Vice President of Product David Yellin about the insights he is gleaning from his company’s new show. What makes The Defenders such a goldmine is the fact that the four shows it is linked to all attract different audiences. They’re all superhero shows, but they all possess their own themes, moods, and demographic tendencies. Viewers of the Netflix original series Orange Is the New Black, for example, are more likely to gravitate to Jessica Jones than Daredevil because of the former show’s strong female protagonist and focus on crime. For House of Cards fans, on the other hand, Daredevil‘s morally gray shades make it a more appealing choice than Jessica Jones.

Head two degrees out from The Defenders, then, and you’ll find viewership links to a wide swath of Netflix originals. By seeing which fanbases show up to watch the superhero group in action, Netflix will learn which sections of its audience it should cater to going forward.

“Even if you look at historical things like the Avengers series in movies that Marvel does—there you can do big surveys, but you never know exact behavior. But we will,” Yellin told Wired. “What we’re going to be learning as a company from both the algorithm side and the content side is what happens when you pair up shows that aren’t exactly the same thing.”

Netflix’s market research, as evidenced by sleeper hits like Stranger Things and 13 Reasons Why, has been a strong asset for the streamer. The Defenders is far from a sleeper, but the information it provides could be crucial as Netflix searches for more under-the-radar successes in the future.

Read more: https://www.dailydot.com/upstream/netflix-defenders-research/

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Dave Chappelle Netflix Standup Comedy Special Trailer | Sticks & Stones

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Legendary comedian Dave Chappelle is back with an all-new stand-up comedy special, Sticks & Stones, his fifth Netflix Original.

Unflinching and boundary-pushing, Dave gives his provocative perspective on the tidal wave of celebrity scandals, the opioid crisis, and more — in trademarked Chappelle fashion. Dave Chappelle’s Sticks & Stones streams August 26, only on Netflix.

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13 Reasons Why Season 3 Final Trailer: Who Killed Bryce Walker?

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Everyone had a reason to want Bryce Walker dead. But who actually went through with it? Season 3 drops August 23, 2019 on Netflix.

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Falling Inn Love – Starring Christina Milian

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After losing her job and her boyfriend, city girl Gabriela (Christina Milian) spontaneously enters a contest and wins a rustic New Zealand inn. Thousands of airline miles later, she discovers that The Bellbird Valley Farm boasts a crumbling facade, a goat house-mate, and a meddling neighbor who covets the space. Eager to renovate and sell the property fast, she partners with Jake Taylor (Adam Demos), the Kiwi contractor who’s amused by her city-girl culture shock. Now she has to make a decision to continue the life that she is building, or return to the life that she’s left behind.

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