At OMR 2025, Netflix's CMO lifted the hood on how it builds global hits with creative risk and long-term thinking. The message was clear: the job isn’t to go viral, it’s to build fandom. That mindset now drives how Netflix launches titles, measures success, and markets culture across borders.
Here are the key takeaways.
1. Fandom, not just performance metrics
Netflix isn’t optimising for short-term ROI.
“At Netflix, our marketing team is not primarily measured by how many impressions we get or how much ROI we generate. Instead, we’re judged by how much conversation we drive, how much fandom we create… I encourage the team to take big swings.”
It’s a philosophy that values long-term connection over instant clicks.
2. Squid Game wasn’t a sure bet
One of Netflix’s biggest-ever hits nearly didn’t get marketed beyond Korea.
“It was a show made for Koreans by Koreans with a cast that was unknown… We planned a pretty big pre-launch campaign only in Korea, because we didn’t think it would resonate broadly.”
As Korean fans flocked to it, Netflix’s recommendation engine kicked in. The marketing team followed, amplifying organic buzz into a global phenomenon.
“In the first month, there were more than 50 billion TikTok views under the Squid Game hashtag.”
3. Adolescence wasn’t flashy—but it hit a nerve
Their most powerful title of 2025? Not a blockbuster, but Adolescence—a British drama about children and social media.
“A couple of weeks after Adolescence came out, British Prime Minister Keir Starmer said he had watched it with his teenage kids… Netflix has made it available for free to all secondary schools across the UK through a partnership with Into Film.”
The impact came not from scale, but resonance.
4. No one predicted Wednesday’s dance moment
Netflix didn’t start the trend—fans did.
“A fan took the song, sped it up, did the dance to it, and posted it on TikTok… Our team got in touch with Lady Gaga, who filmed herself dancing to the track.”
Netflix leaned in, rather than tried to control it. The result: a viral cultural moment and a revived Gaga hit charting in 12 countries, 11 years after its original release.
5. Campaigns as portals—not highways
Rather than direct fans down a linear path, Netflix now builds “worlds” around its shows.
“We try to actually build worlds that fans can explore on their own…”
From live shows to Stranger Things-themed jewellery, fans are invited to participate—not just watch.
So what?
Netflix’s message to the industry is clear: don’t chase virality—build affinity. In a media landscape defined by noise, the advantage lies with brands that create meaning. The future of marketing might be measured in TikToks and impressions—but the winners will be the ones who build lasting fandom.