Unless you’ve been living under a rock over the past decade or so, the word Netflix will be very familiar to you.
The streaming giant’s subscribers increase by around 10-15% each year, with over 300 million subscribers worldwide. The online format, lack of ads and reasonable prices have seen DVDs fall into oblivion, revolutionising the way we consume TV and film.
But what does this have to do with ecommerce, you ask? Well, it turns out that your favourite Netflix Original series may help with more than boredom busting – it may lead to a huge surge in online sales for your business.
What is the Netflix Effect?
The term is used to refer to a number of different things, from catapulting actors to fame overnight to the way it’s changed how we view the TV and film industry. In the context of retail and ecommerce, the Netflix Effect refers to certain products surging in sales as a direct result of being featured in a Netflix show or film, as well as the development of search trends whether this be via Google, eBay or Amazon.
The Netflix Effect in action
Emily in Paris & luxury labels
Beloved rom-com Emily in Paris follows the life of American marketing executive Emily Cooper as she navigates life in the French capital. The setting, combined with the main character’s bold outfits and glamorous job, have naturally made the show a favourite among fashion lovers, as well as a compelling vehicle for luxury brands.
Over the duration of its four seasons, Emily in Paris has launched multiple trends and caused searches to spike for everything from Kangol bucket hats to Rimowa luggage. A search for “Emily in Paris outfits” on TikTok returns millions of posts.
To capitalise on the demand of the most recent season, Netflix teamed up with Google Lens to allow fans to use the image recognition technology to shop looks or find similar pieces to those features in the show, creating a huge opportunity for fashion brands to be discovered by new potential customers.
Soon after the release of season four in 2024, global shopping platform Lyst saw searches surge for fashion items worn by the characters in the show. For example, searches for “Jacquemus cardigans” rose by 18% month-on-month, while searches for “Ganni bags” increased by up 15% month-on-month from August to September. Terms like “sailor hats” and “checked coats” also saw a boost in popularity.
Wednesday & the gothic fashion revival
One of the more recent Netflix original series to cause a storm of ecommerce sales, Wednesday follows the deadpan Wednesday Addams on her quest to solve a series of supernatural murders after being sent to Nevermore Academy.
An Addams Family spin-off, the show was always going to garner a huge following. The show racked up 341 million hours of viewership, surpassing Stranger Things to become the most-watched English television series in its first week.
Searches for gothic fashion surged in the weeks after Wednesday’s November release. Fashion magazines predicted that the star’s black-on-black wardrobe would launch a trend, and they were right. Wednesday’s off-campus wardrobe of sleek leather jackets, oversized hoodies and monochromatic, hand-knitted jumpers has formed the basis of a Gen Z fashion trend, sparking a gothic fashion revival. Depop reported that searches for Wednesday-inspired outfits were up by 1000x in December 2022.
Squid Game & signature Vans
If any show has affirmed the power of Netflix, it’s Squid Game. The Korean survival thriller generated a particularly potent and perhaps unexpected enthusiasm for related products, especially costumes.
Just days after the series’ September 2021 release, Squid Game costumes became the most searched-for product on Amazon in the US. Thanks to an extensive network of manufacturers and distributors, Amazon was able to react quickly, adding new items to the market as soon as the trend began to emerge.
You may have noticed that many of the Squid Game cast donned slip-on Vans, and you wouldn’t be alone. Sales of these shoes suddenly skyrocketed by 7,800% – clearly Squid Game fueled a revival of interest in one of Vans’s signature styles.
The Queen’s Gambit & wooden chess sets
Released at the back end of 2020, The Queen’s Gambit tells the tale of an orphaned chess prodigy on her quest to become the greatest chess player in the world during the Cold War era. Based on the novel by the same name, Netflix have adapted the coming-of-age drama for the small screen and with great success.
As the show soared in popularity, so did sales of chess sets. Since the series was released on 23 October 2020, sales for the board game have risen by 125%.
Goliath Games reported that sales of its chess sets have increased by over 1000% compared to the same period in the previous year. Many retailers have noticed that wooden and vintage-style chess sets are the most popular choice – the type depicted in The Queen’s Gambit.
Interestingly, it’s not just physical products that Netflix viewers are flocking to buy – downloads for chess.com’s iPhone app entered the top of the charts shortly after the debut of The Queen’s Gambit.
Bridgerton & the Regency renaissance
Upon its initial release in December 2020, Bridgerton managed to garner huge social media attention in a short space of time, proving the power of Netflix. According to the streaming service, a staggering 63 million households had already streamed the series within two weeks of its Christmas Day debut.
Having been described as a cross between popular teen drama Gossip Girl and period drama Downton Abbey, it’s no surprise that the mini-series has gone down a treat with Netflix viewers.
In true Netflix style, Bridgerton has gone on to influence what we wear, how we pass the time and (perhaps most importantly) how we spend our money.
According to eBay, there was a huge 65% increase in searches for embroidery hoops since the release of the period drama – no doubt due to fans wanting to partake in their favourite character’s chosen pastime during the COVID-19 lockdown. But it doesn’t just stop at embroidery hoops – the ecommerce marketplace has also reported a huge surge in interest in Bridgerton-inspired fashion and homeware, from corsets to afternoon tea sets. It’s clear that viewers are keen to emulate the lifestyles of the characters they watch on screen, just as we may buy a guitar to act like our favourite musician.
The Crown & the iconic Barbour jacket
While there is much speculation about the accuracy of The Crown’s plot lines, Netflix certainly got the costumes correct. But one item of clothing, in particular, exploded in popularity when the scandalous saga returned to screens in 2020 and introduced the much-anticipated Charles and Diana romance.
If the Royal Family had an official jacket, then Barbour’s iconic waxed jacket would be it. From hunting trips to royal outings, the Barbour jacket has become a staple of the royal wardrobe, and it’s been a hit through the generations as well.
In December 2020, the Guardian reported that searches for the garment soared by 196%.
Stranger Things & retro marketing
If you keep up with fashion trends, you’ll be very aware of the recent resurgence in 1980s fashion. From the return of the mullet to oversized graphic t-shirts, it’s safe to say that Stranger Things has heavily influenced the cultural zeitgeist since its release back in 2016. During the first two seasons, TikTok and Instagram were flooded with geometric prints, vibrant colours and high-waisted vintage jeans, with many users going as far as to style outfits inspired by the show’s main characters. If one thing has become clear, it’s that nostalgia sells.
Stranger Things costume designer Amy Parris collaborated with Quicksilver on five apparel collections inspired by 80s fashion, with some pieces selling out worldwide. Big brands like Levi’s, Converse and Nike have also launched partnerships, proving that there’s a market (and money to be made) from retro marketing and using the past to sell the present.
Capitalising on the Netflix craze
Members watched over 94 billion hours on Netflix in the second half of 2024. The streaming platform has become synonymous with the growing, pervasive impact of technology, and it’s clear we’re spending a lot of our free time using it.
From chess sets to gothic fashion, booming sales prove that Netflix could be an advertising powerhouse. Ecommerce businesses should take note of the service’s ability to boost sales, but not necessarily via product placement or other forms of paid advertising – there are other opportunities to capitalise on the popularity of Netflix shows and films for brands both big and small.
Netflix has even attempted to capture merchandise sales by launching an official ecommerce store, after previously struggling to take advantage of the sales generated by its own creations. Further proof that Netflix sets trends and influences our purchasing decisions.
And with new seasons of Netflix’s biggest shows set to drop in the coming months, marketers should pay attention to what’s taking the streaming world by storm – it may help you to boost your sales when incorporated into your digital marketing strategy.
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