“So think of it as there’s a little bit of competition between Greg and Kelly Bennett’s spending to see who can drive the growth of the titles most effectively,” Hastings said on the call.
Hastings added that Netflix wants to improve “free” promotion for the site’s shows.
“As we are right now, it still is a really good financial investment to increase on the marketing and that may continue to be so,” he said. “But we’re always also trying to improve the product in the organic reach, social and PR of the title marketing, where you end up having to spend less on paid marketing.”
Netflix is known for its use of data to suggest content to viewers and Hastings said it experiments with how best to market shows as well.
“But we really, as you can understand, steer by the data where we’re doing these city-level, country-level experiments to see what are the efficient ways and productive ways to get, say, ‘Bright’ viewing very large, or a title that we recently had ‘The End Of The F–king World’ and it’s been incredible for us with not much marketing and then we’re boosting on it,” he said.
