The PR BlogPR TrendsBusiness ShiftsHouse Of Cards is Changing the Streaming Game

House Of Cards is Changing the Streaming Game

"As seen on TV" might just become "As seen on Netflix."

Cover photo by Jerry Silfwer (Instagram)

Netflix premieres a new show, House of Cards.

Nowadays, everybody loves to hate Netflix, especially regarding the scarce selection of movies and television shows. What difference will one new show make? Especially a pilot that’s gotten some pretty mixed reviews.

Well, House of Cards will most certainly make a difference.

House of Cards — Not Just Another TV Show

Netflix is relatively new here in Sweden, but I got used to it when I lived in Manhattan. But in Sweden today, we can also choose to watch television on Magine, Voddler, and Headweb. (Also, HBO just launched here.)

Television and the web are a match made in heaven. And, I sure watch many videos for a person who doesn’t own a television. I should be grateful I have so much to watch; we could all spend our lifetimes discovering new Youtube content if we wanted to.

But here’s the thing:

It doesn’t work like that. We’re like blood-thirsty animals who just had their first kill; we want more. So when Netflix adds another television show, it should only be yet another distraction for many.

A New Breed of TV Shows: Originals

House of Cards is a Netflix original series. That means that Netflix has produced their television show.

“So, what? I knew that already!”

Let’s think about what an original television show means. Putting together a television show is no small mountain to climb in this day and age. Did Netflix succeed? After watching the first episode of House of Cards, I’d say that the answer to that question is “yes.”

Not because it’s that good, but because I did watch it. And because I’ll keep watching it — I believe many others will, too. And that’s not a tiny thing. After all, Netflix is a website, not a traditional television production company.


House of Cards has quality writing and great photography. With all that’s going on in American politics, it has relevance.

House of Cards Will Disrupt Streaming

Why would Netflix take such a risk? Well, Netflix has heard complaints from users craving more content.

It doesn’t take a genius to figure out that Netflix wouldn’t mind a little less hassle from trying to land contracts for new third-party productions.

Why is it so difficult for Netflix to land contracts? The owners want to make money from the content themselves, which is understandable. But unfortunately for them, their strategy is pushing platforms like Netflix to produce their content.

So, Netflix has asked itself if it can produce such content to circumvent the current system. And apparently, they can.

Now, who’s the loser when Netflix can produce proprietary material? Rights owners think that they can hold on to the outdated value chain. A chain where a movie hits the cinemas, then hits DVD stands and then gets shown on television after years and years.

But this model won’t work in the age of the internet.

Coming Soon: “As Seen On Netflix”

If we compare the situation to the music industry, Spotify has given us a glimpse of the future of music consumption. 

However, Spotify managed to fill their libraries with enough third-party content never to have to contemplate creating their music. 

But Netflix had to.
And now, this door seems to be open.

Who knows?

“As seen on TV” might just become “As seen on Netflix.”

Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.



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