Speaking at the Royal Television Society’s London Convention 2024 on September 17th, Netflix head honcho Ted Sarandos had a clear message for the media execs in the room: put the audience first. In his keynote speech, Sarandos emphasized that Netflix’s approach to programming is all about catering to the wildly diverse tastes of viewers, dismissing any notion that the platform is overflowing with too much content.
“People often ask me if we need so many movies and TV shows on Netflix,” Sarandos said. “My answer is always an emphatic yes. People have such eclectic tastes that you can’t afford to program for just one sensibility. You have to love it all — prestige dramas, indie films, true crime, romantic comedies, stand-up, documentaries, and reality TV.”
As Netflix’s co-CEO since 2020 and content chief since 2000, Sarandos has been behind much of the streamer’s evolution. For him, success lies in Netflix’s ability to provide something for everyone, whatever they’re in the mood for. The key is variety, which Sarandos believes is crucial in keeping audiences engaged — from hardcore drama fans to lovers of quirky reality TV.
Reflecting on his early career as a video rental store clerk, Sarandos shared how his first job shaped his “audience-first” mindset. “I loved recommending something new or unexpected to our customers,” he said. “That experience taught me to put the audience first. And that’s how I believe we need to approach programming today.”
Sarandos’ audience-centric philosophy has translated into Netflix’s significant investment in local content, especially in the UK. He pointed to home-grown hits like Baby Reindeer, which recently snagged three Emmy Awards and upcoming projects like Black Doves starring Keira Knightley. He also highlighted UK-based global favorites like The Crown and Bridgerton as prime examples of British content that has taken the world by storm.
One of Sarandos’ main points was that these shows succeeded globally because they remained true to their local roots. “When you make something authentic that appeals to certain people in a certain place, it tends to appeal to a lot of other people in a lot of other places too,” he explained. That’s why Netflix’s strategy isn’t about chasing a global audience directly — it’s about backing stories that feel real and specific and trusting they’ll find their way to international viewers.
The head honcho also stressed Netflix’s ability to adapt and innovate in a fast-changing industry. “Audiences don’t care about windows or release strategies. They care about stories,” Sarandos noted. He touched on Netflix’s shift from DVDs to streaming, emphasizing how the company has always been willing to embrace change and focus on what its audience truly wants.
Looking ahead, Sarandos expressed optimism about the future of TV and film, especially with younger generations driving much of today’s fandom. Despite the rise of TikTok and YouTube, he firmly believes in the enduring power of storytelling. “This generation loves stories as much as we ever have, maybe even more,” he said. “We just have to find the right way to connect with them.”
