I can still feel the butterflies flying around my stomach, giddy after every creole word that would slip out of the mouth of characters in Grand Army. I still remember texting all my friends and family that a Netflix show had a Haitian main character, and she reminded me of everyone. It was so exciting, like a rush that I hadn’t felt since Netflix had cancelled The Get Down. But just like the former, Grand Army like any other show on streaming services was cancelled. At first slight disappointment hits, yet another show that you not only saw yourself in, but was able to give new perspective on life and pop culture, is all over after one season. Then an ache and almost grief for the characters and storylines that will never have its closure, what was once celebrated as new and different, is abandoned for its difference. Netflix never gives the shows time to breathe. Streaming services like Netflix have fundamentally changed the way we consume entertainment. They were supposed to disrupt traditional media and give us greater access to diverse, original, and groundbreaking content. But as time goes on, it seems that Netflix is starting to feel less revolutionary and more like the same old machine dressed in a different outfit.
I’ve been a loyal subscriber to Netflix ever since I got my first Wii game console in 2011. Netflix relies heavily on subscriptions to generate its revenue. You pay a monthly fee, and you’re given access to a massive catalog of content tailored to your region. Netflix content often feels familiar, almost predictable. If you’ve spent any time on the platform, you may have noticed a lot of shows share similar aesthetics, themes, and structures. It’s easy enough to watch, a hooky storyline, simple characters, and broad appeal. This is how the user preference data is used, Netflix collects an extraordinary amount of data about its viewers, what we watch, how long we watch, when we pause, and more. This data helps Netflix reduce its financial risk by predicting what shows will succeed. In many ways, Netflix knows what we want before we know it ourselves.
While this approach keeps people engaged and their eyes on the screen, what is it doing to the consumers mind? While streaming was supposed to be a haven for bold, unconventional stories, capitalism still calls the shots. The platform began to pivot toward more formulaic, lower-risk content that appealed to the widest possible audience, to make the most amount of money. By catering to what we’re most likely to watch, Netflix avoids taking risks on truly innovative or challenging content. One of the last Netflix shows that showed its mass appeal is the South Korean series, Squid Gamereleased in 2021. It was a sharp critique of capitalism, exploring themes of inequality and desperation. Yet Netflix’s response to the show’s global success was to turn it into a game show. The irony of taking a series that criticizes exploitative systems and transforming it into a capitalist product is almost too contradictory to take seriously, but it was a hit a lot of people enjoyed and watched the game show. Not only does this highlight how focused Netflix is on business outcomes than cultural impact, but also how the consumers weren’t able to see the irony or rather wasn’t upset enough by it.Streaming was supposed to be different, revolutionary even. But over time, it has started to feel like the same capitalist machine—prioritizing safe, marketable content over ambitious storytelling. Is Netflix pushing the boundaries of media on an artistic or cultural level, or is it just excelling at the business level?