How “original” are Netflix Original films? Mapping and understanding the recycling of content in the age of streaming cinema

Abstract

This article examines Netflix’s recycling content strategies in the era of streaming cinema. It starts from the assumption that because of the different institutional logic at work in the land of SVODs, the affordances that recycled content brings may not be as effective (and necessary) as it has been in Hollywood. Using a database-centered approach, we analyze 658 Netflix Original films. Between 2015 and 2022, Netflix released 440 non-recycled Originals, showcasing a commitment to offering a high quantity of niche films. The dataset equally shows that the percentage of recycled films (33%) follow a linear upward pattern, highlighting the persistence of conservative content strategies. More specifically, (re-)adaptations constituted the biggest chunk of recycled content (68%), as these allow the streamer to quickly fill its catalog with recyclable IP. Netflix’s inclination toward sequels (16%), spin-offs (6%), and prequels (2%) aligns with its sequelization strategy, while also leveraging its own IP. Remakes (8%) play a less significant role, likely due to the relatively young age of Netflix’s content library. The article concludes that Netflix may, in fact, be less of a disruptive force to the film industry in terms of the diversity of its content creation, prompting further recycling of existing properties.