00:00I do want to kind of talk about these cultural moments, and we were just talking about it with
00:03Ross, with how K-pop Demon Hunters sort of captured everybody, and some people would argue
00:07Netflix kind of dropped the ball in sort of making sure that that stuck. When you sort of talk to
00:12companies and advise companies about how to be in the zeitgeist, or if they find themselves in
00:17the zeitgeist, how to best capitalize on it, what's the advice that you give? Well, thank you for
00:22having me. It's always great to be here. Look, the cultural trends are very, very tough. Look,
00:27if somebody had the, you know, the magic eight ball, the crystal ball, any kind of predictor on
00:33how to capture audience sentiment, they would be the billionaires, right? I think the challenge is
00:40always trying to figure out what's happening in culture, how to make sure that you're on top of
00:45it. Again, some of the conversation you were having before is a difficult thing to do. We can sit here
00:49and pontificate, but it is hard to predict where the culture is going. And then the bigger challenge
00:55is to move this mighty ship you have, the big company you have to chase said trend. And so a
01:02lot of times what you're doing is trying to guess where the market is going to go and then meet
01:06them
01:06where they are. So sometimes it's, you miss the mark because you've just guessed wrong. Not because
01:11you're bad, just because the culture has moved a little too fast. Well, I am curious too, particularly
01:15when it comes to streaming and you left Netflix several years ago, but the streaming landscapes has
01:20changed a lot. Obviously the pandemic supercharged thing, everybody came out with the streaming
01:25service. Netflix has been pretty upfront that it doesn't even really see the other streaming
01:29services as its competition. It's YouTube, it's video games and all the other things that compete
01:33with attention. As somebody who has a teenager in the household, I can assure you his attention is
01:38everywhere. And I'll just be blunt, it's not on Netflix. And I am curious about where that attention
01:44is going right now. And is there a need to be able to harness that under sort of one umbrella
01:50or can
01:51it be disparate amongst the various sort of streaming services, et cetera?
01:55Yeah, well, that's a great question. Look, I have a teenager in the house too. So I've got the focus
01:59group of one in my house. The truth is that like, look, we've known for a long time that audiences
02:05are
02:05multi-screen. You know, while you are watching your show, whether on a streamer or linear TV,
02:10you're also on your phone, you may have a laptop in front of you or your iPad. And so consumers
02:16and audiences
02:16are doing multiple things at one time. Look, they can be watching a show and realize that they love
02:21the fashion, they love the sneakers a person is wearing and be on their phone searching for that
02:24sneaker. They could be, you know, watching a show and then it's about some sort of historical fiction
02:29and they want to know the real story. So they're over here searching, you know, Google to find out the
02:34real story about that person. There are so many ways in which to get the consumer or the audience.
02:39And so I think that it's always best when you have an attention of an audience to make sure that
02:46you're also in multiple spaces, maybe even in social media, you know, which is keeping up
02:50with programming to make sure that you are capturing the attention of that audience while they're in the
02:55moment of watching your show or enhancing their experience using other forms, other devices to
03:01make sure that they remain in the world that you've created. Yeah, well, it's interesting. I mean,
03:05if you've been on TikTok recently, if you're watching a video now, you have a little thing
03:10that hovers over whatever someone is wearing that says find similar items. So you're seeing more and
03:15more of that integration, but would love your perspective. I mean, on how important it is to
03:20sort of nail the tone here, because, you know, even if you have a short term or short form video
03:26strategy, you know, the authenticity might fall flat. There's no guarantee that that actually is going
03:32to gain traction in a meaningful way. Yeah, no, you're absolutely right. Look, again, we cannot
03:40have the complete knowledge or understanding of what any consumer is going to do. The best you can
03:46do is try to give them as many options as you can while remaining in your universe. So even if
03:50you have
03:51something that hovers over the program or hovers over the short term content and takes them outside
03:56of your world, what you're trying to do is make sure that they come back. You know, so is there
04:01a way
04:02to continue enticing audiences to do that? Because you're right, look, the audience attention is going
04:08to be all over the place. And so to the point that was made before about, you know, Netflix, like,
04:12you
04:12know, competing with not just other streamers, but competing with every other piece of entertainment
04:18in the world, then yes, you're trying to capture your audience to stay within the world that you're
04:23creating.
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