With the announcement that Outlander seasons 1 and 2 will be released on Netflix on May 27, 2019 in the U.S., we explore the potential implications of the Netflix effect on Outlander the show.
Five years and four seasons into its run, Outlander is finally going to be accessible to anyone who has a Netflix account (or anyone who’s stealing their parents’/friends’ password from THEIR Netflix accounts.) Since there are over 61.97 MILLION Netflix subscribers in the United States, this is a pretty substantial development for not only Outlander, but STARZ and Lionsgate as well.
That subscription opportunity is staggering for a show that normally averages a little over 1 million people per episode. Not to mention the fact that Outlander season 4 ratings showed an overall average 31% dip from its previous season. So there is going to be a substantial uptick in eyes watching Mr. and Mrs. Fraser.
While I think we can all agree that the more Fraser we have in our lives, the better off the world would be, I do think it appropriate to look at how much of an effect this kind of exposure can truly have on our favorite couple.
Let’s acknowledge this up front: STARZ does not expose its IP very often. Generally, if one wanted to watch a STARZ original, whether it be Power, The White Princess, The Spanish Princess, American Gods etc., they had to subscribe directly to STARZ. It’s a tried and true model that lends itself to direct subscriptions and even a sense of elite level proprietary content. See Game of Thrones on HBO.
But why make this move now? Better yet, why would STARZ, the sole distributor of Outlander for the United States, give up its leverage on the second most popular television show in its current lineup?
Well, there could be a number of reasons. The first is the most likely, the second is really cynical, and the others are overly positive.
The most likely scenario is that Lionsgate (the parent company of STARZ) is trying to expand its reach to increase overall revenue for bigger purposes by propping up potential subscriptions with a tested IP (intellectual property) that also happens to represents a fair cross-section of its current content.
The cynic in me, however, still sees one common denominator. Even though Netflix probably paid a pretty penny in fees to help distribute seasons 1 and 2 of Outlander, one clear fact still remains true: STARZ does not peddle its product from its platform. Of course, STARZ properties currently are on the U.S. version of Netflix, including Spartacus, Ash vs. Evil Dead, and Black Sails. But that’s it. The scary part is that all of those shows have since been canceled.
No, this does not mean Outlander is going to be canceled, but, again, the cynical view here is that Outlander COULD be on its way out. Maybe it’s not as valuable to STARZ/Sony and they have decided to make it free for Netflix users to maximize it’s final legs. So, by putting Outlander in the hands of the common person, STARZ is ensuring more eyes on its product, more potential subscribers, and more chances of getting those people hooked on its OTHER content that STARZ/Lionsgate is solely producing.
In other words, STARZ could be using Outlander on Netflix to enhance the prospect of getting people to buy subscriptions that would prop up other content for the future. Of course this the name of the game isn’t it? More subscribers, more money in, and less money out because Lionsgate would be getting people attached to shows they own outright (See: The Continental and The Rook) instead of shows they are partnering on like Outlander.
BUT — and this is a BIG BUT — I choose not to feed into the cynical part of me. What I really want to believe is that this is a net positive for STARZ and, most importantly, Outlander. Yes, the show has been renewed through seasons 5 and 6 and that pretty much guarantees us a place at Fraser’s Ridge through 2022. But after that? Well, here are a couple of scenarios:
This opens up in-roads for Sony to sell Outlander to Netflix IF STARZ doesn’t choose to renew and, another big if, Netflix chooses to purchase it.
Since Netflix is already an international distributor of the show and is going to distribute the first two seasons here in America starting in May, I can see an avenue where they might find value in that IP. While Netflix is famously secretive about their viewership numbers, you can rest assured that they DO have their own metrics readily available within their walls and if it means more subscriptions to bring a show back or to keep the show going, then they will. See: Arrested Development.
Netflix is also NOT afraid to spend serious money in making a high quality show. See: Marco Polo.
I will be the first to say that this is an exciting prospect, but I am not 100% sold on it because producers (including Netflix) have started to focus on their own IP and not partnering. But there is a way this could make sense for both networks should they nail down the details.
STARZ is testing the waters about the actual viability of Outlander and its potential growth.
Whether we like it or not, Outlander is an expensive show to make, and it’s only going to get MORE expensive as its stars rise in fame, the story widens, and STARZ has to make the inevitable investment in the requisite marketing to keep the show in the fickle public consciousness. Having said that, STARZ needs to know that it’s worth the investment, and dedication needed to keep creating the show into seasons 7 and beyond.
The real truth is that Netflix can be a huge positive for Outlander, and that’s fact, not opinion. Don’t take it from me. Read what Vince Gilligan, the creator of Breaking Bad, said to Mashable back in 2013:
“Television has changed a lot in six years … a big part of what has changed is streaming video on demand, specifically with operations like Netflix and iTunes and Amazon.”
Gilligan also noted Breaking Bad may have met its demise after season 2 had it not been for streaming video on demand, as it ushered in new viewers and encouraged time-starved people to keep watching at their own pace.
“I think Netflix kept us on the air,” Gilligan emphasized.
Granted, Breaking Bad was on AMC, a channel that is included with nearly all cable packages, but Gilligan’s show went from having fewer than 1 million viewers at the end of season 2, when it was only on AMC, to being put on Netflix before season 3, then peaking at about 10.5 million viewers by its now famous series finale, “Felin,” in season 5.
You’re smart enough to know that is a MASSIVE, nay, a GARGANTUAN gain in viewers simply because AMC decided to put Breaking Bad on Netflix. One of the greatest television programs ever created would have been canceled if it were not for its distribution on Netflix. Can you even imagine that?!
This is what I honestly think could happen to Outlander if the right marketing is done, and it happens to catch on with the right people at the right time. Netflix could literally keep Outlander alive through book 10, and, indirectly, season 10. That’s the power it has.
You better believe that this announcement is no coincidence with that fact that there is another year — at least —before we get a whiff of season 5, which to me, seems like just enough time for new viewers and time starved people to watch the first two seasons on Netflix, subscribe to STARZ, and watch the next two seasons at their own pace.
Is there a chance Outlander has the same kind of growth as Breaking Bad? I’d love to think so. The problem is that Breaking Bad was easy to describe: Teacher dying of cancer sells meth to save family, teacher turns into Heisenberg, and it stars that guy from Malcolm in the Middle. Oh, and it just happens to be probably in the top three shows ever written and it won a bunch of Emmys as a result.
Outlander, on the other hand, is much harder to sell because it’s such a genre-defying show that you can’t pin it down to one easy sentence. Even I still can’t do it and I make a partial living off of talking about it.
At any rate, you’re reading this article so I know you’re a fan. Here’s your job should you choose to accept it: whenever you rewatch the first two seasons, do it on Netflix.
Next, do your best to come up with an intriguing pitch about what Outlander is and how great it is. Tell all your friends that Outlander is coming to Netflix and they can watch the first two seasons for free. Tell the people at your kids’ schools. Tell your Yoga teacher. Tell your drinking buddies down at the pub. Heck, tell the gas station attendant. Because in the end, the more people watch, the more likely STARZ sees the value in continuing the show, or Netflix sees the value in investing its own cash into keeping Outlander going as a Netflix original. Now’s your chance.
And now is Outlander’s chance to prove what it is, how good it is, and to see where it can stand in the already crowded zeitgest of shows currently available. If it’s ever going to grow into what we always thought it could be, NOW is the time.
Because as Murtagh famously says to Jocasta, “Some things are worth the fight.”
What do you think the Netflix announcement means? Is this a good sign or a bad sign for Outlander and its future?
Well done, Blake. You’ve given me hope again after the post about what the departure of Chris A. from STARZ meant to Outlander’s future. Outlander is a great show, beautifully made with an arresting storyline, and it deserves its place in the sun.
I think you aren’t taking a few things into account. First and foremost, Sony is the BIG money behind the show, not STARZ and the decision is not made in one boardroom only. Second, STARZ and Lionsgate do not seem to have any desire to reinvent the wheel and create their own streaming platform, so continuing to place their products on Netflix which they already have a strong relationship with is another brick in a good foundation. Third, stop thinking in terms of ONLY the US viewership. While the lamentable Nielsen numbers have been the gold standard for viewership, online app viewing isn’t included which is the way a large number of modern subscribers watch the show. Finally, the rest of the world has had Outlander on Netflix for a while and the inclusion of Seasons 1&2 is bringing the US viewers into line with what we already have elsewhere. Purchasing physical copies of anything is falling by the wayside. Ask any gamer or audiophile or consumer under 18.
I totally agree that the US is not the only audience. But it’s the MAIN audience – and while SONY does own Outlander, they have partnered with STARZ for distribution. So STARZ has to relinquish some of its leverage and contractually binding rights to allow Netflix to have some of the content. So the premise still stands.
Good grief. The US is the only country that hasn’t had Outlander on NetFlix. It has been on Netflix in other countries including Canada since just after season 1. And Nelson ratings is the outdated version of how a tv show is judged series wise. And as Sandi McLaren says people have to quit thinking of US viewership only. Outlander is popular in other Countries and US viewership is only a small part of it. Sony will keep making the show as long as it is profitable for them. I am so over this duscussion and so over the thought that only the US viewership counts.
It would be nice to quit thinking of just the US audience, but the problem is that Outlander is technically an American production. And it’s being produced primarily for an American audience. Seeing that the article is about how Outlander is coming to Netflix in America, it’s appropriate to dissect it within that construct. As such, within the confines of the argument, the international audience, in terms of distribution and ratings, are irrelevant.
To be honest, I don’t think Caitriona will sign up for any more seasons. She’s said she’ll only keep doing Outlander until it stops becoming challenging.
I agree. Actors dont like to stay in one place to long, they are always looking for new ways to explore they talent and do new things. I dont think there is much more Cait can do with this character. To be honest, I am surprised she has stayed this long.
She’s still there at the very least because she has a contract. That’s an easy one.
They have both said they are staying as long as DG is writing!
Hi, Blake. Always enjoy and appreciate your perspective since I also can default to cynic. I don’t know what an IP is. And I think Outlander fans are great evangelists and with the barrier to access coming down, it will really help. I will be very interested to see if the demographic of viewers changes up. Will 20 somethings watch? More men? And when you say Netflix doesn’t release it’s numbers, I’m assuming you mean we won’t know how many people are watching? I know that algorithms mean they will promote it to me, but I will be switching over to my 21 and 23 yos account to see if they market to them. Will be interesting, indeed.
I tell people, “Outlander is historical fiction about Scotland with a time travel element.” If they pick it up, they’ll get hooked in my opinion.
Thanks Jenny!
“IP” is intellectual property.
As for as the numbers for Netflix, they don’t release their “ratings”. In other words, who is watching certain programs, and how many people are watching. They keep that all a secret and they Are not obligated to report t.
What “Breaking Bad” star was in “Malcolm in the “Middle”????
Bryan Cranston
I’m in Australia and we’ve got 1-3 seasons on Netflix……and as 4 isn’t on Netflix I’ve bought 4 on ITunes ……please let Outlander live forever!!!
Cait and Sam are now producers and should have more content control and therefore keep their interest peaked for at least a few more seasons. Claire and Jamie have many more adventures as the books continue. We fans (speaking for myself only) hope that planning the shooting schedule around other stars major projects will keep everyone on board through the end of the book series.
It was interesting to see Lottie Verbeck in her star turn on The Blacklist this week.
Loved this Blake! Easy to understand and I will for sure accept that challenge. I know it’ll pick up new fans here and there, but like many they will drop in season 3 and 4 once they see the big changes that have happened. Would you agree?
Very informative Blake. Your info is solid gold, might I say up front. A few thoughts. I do think the luxury and security of a long running hit, ala Grey’s Anatomy, is not lost on Caitriona Balfe. Just ask Ellen Pompeyo and Sandra O. Lets not be to quick to write her off, ok? Shes smarter than that. Trust me, from what i’ve resd, she and Sam are both in for the Long Haul. They’d be fools not to be. As actors like Viola Davis and Sandra Bullock about the TV verses Movie metric. I think Outlander coming to Netflix exposes the show to a Ginourmous audience. That has to be a good thing right? I have been bragging, and pitching and going on and on about Outlander to my friends and family for the last two years. But people just DON’T HAVE Starz. Ah ha, but now they can see it on Netflix, which they already subscribe to. There are people like my husband, that literally watch anything on Netflix. And as we know, alot of Netflix stuff can be mediocre at best. I mean Outlander is utterly addictive! Im sorry, Netflix currently has NOTHING like it! Fingers crossed because I want to see all the books produced, and love on Cait and Sam as Clair and Jamie as long as humanly possible.
Does recorded Outlander shows count?
The only place I see Outlander is on DVD’s. I like to have them so as to watch them when I like, as the are not on TV in Australia.
I discovered Outlander on Netflix just weeks ago and was hooked into buying the 4 seasons. Waiting for all the rest as long as they keep coming. I don’t care where they are. I’m obsessed. This is by far the best series I’ve seen in a while and I tend to be a binge viewer. I’ve watched 1&2 at least 5 times in anticipation of 3&4. Upon hearing of more coming it’s welcome. GOT is the Grand Dame of expensive productions, but Outlander is so relatable and if you will perfect. Bravo to Netflix which is always on the cutting edge and thank you to STARZ for presentation (I would also like to see American Gods).
I describe Outlander as historical romance meets science fiction, simmering with intrigue, sex, betrayal and spiritually/occult, something for everyone. The actors are cast perfectly and Madame Emmy should be sitting in all of their homes.
I completely agree with everything you say. In fact, I recommended Outlander to my yoga instructor!, as you mentioned LOL
I am from Argentina and, fortunately, Netflix LatinAmerica has not 2 but 3 seasons available since last year. However, in this part of the world there is still no platform that offers season 4 (hopefully FOX will soon). What I am really hopefull about is to be able to watch season 5 at the same time as it is aired in the US… there are thousands of Outlander fans not only in Argentina but also in Brazil and Chile.
Outlander fans are cropping up faster than weeds!! I have been obsessing over it for a month now, and ALL of my friends are getting hooked!
I absolutely love Outlander! Please bring Season 4and5 to Netflix!
Keep up the fantastic work and continue to inspire us all!