‘Stranger Things’ changed everything for Netflix. Your problem now is finding another brand just as powerful.

The expectation is through the roof: Netflix has just taken the first steps of the final season of ‘Stranger Things’‘, which will run throughout December with several episodes, many of them feature-length. In fact, the desire of the fans is such that Netflix even saw its servers falter. A (very possibly) triumphant culmination that, however, leaves a few unknowns in the air.

Netflix flashes. Netflix experienced a service outage that in some cases It lasted about twenty minutes. (although the thing did not exceed about five, according to the platform’s official statement) with the premiere of the fifth season of ‘Stranger Things’. The incident occurred despite the fact that the series co-creator, Ross Duffer, had shared that Netflix would increase its bandwidth by 30% to avoid precisely this type of incident.

All in all, thousands of users reported NSEZ-403 errors that prevented them from accessing the content, or accessed it with problems, which worked as a perfect thermometer of the expectation generated by the series. ‘Stranger Things’ continues to be a phenomenon capable of collapsing digital infrastructures three years after its previous season.

Devastating figures. The fourth season accumulated 140.7 million viewsestablishing itself as the third most watched series in English on the platform, only behind ‘Wednesday’ and ‘Adolescence’. Of course, it is the only series with all seasons in the Top 10an unprecedented milestone on the platform. The impact on subscribers is more difficult to quantify: the third season, for example, contributed to add 520,000 subscribers in the United States.

The cultural impact. The impact that ‘Stranger Things’ has had on modern pop culture is enough for a book, but let’s stick with some figures that will give us a rough idea. First, the economy: Netflix, for example, closed agreements with approximately 75 brands to promote the third season. Coca-Cola relaunched New Coke, generating 1.2 billion dollars in media value; Similarly, Nike obtained $178 million in media coverage with their Hawkins High collection.

But this goes far beyond benefits for some brands: Butts County in Georgia, where the series is set, reported a 12% increase in tourism during the years the series was broadcast. And the small city of Jackson, with barely five thousand inhabitants and a per capita income of less than $30,000, revitalized its economy thanks to thematic tours. And of course, there is the strong role that the series has had in the recovery of the aesthetics and fashions of the eighties. It is no longer just that they have been revitalized Stephen King’s books and John Carpenter’s films: platforms like LTK registered increases of 3,000% in searches for clothing similar to those worn by the characters.

What can we expect? For now, Netflix has planned very well to divide this final season into three: 4 episodes on November 27, 3 on December 26 and a final one on January 1. That is, coinciding with Thanksgiving, Christmas and New Year’s Eve, and thus, contrary to what is usual on the platform, stretching the cultural conversation for two months.

As for audience expectations, as expected, they are very high: analysts predict new viewing records given the three years of waiting until this end. Of course, the critics have spoken and they point to the signs of exhaustion that were already seen in previous seasons: 87% on Rotten Tomatoesthe lowest rating of the series so far, although the audience rises to 92%. It is not easy to maintain narrative quality after so many years, with obstacles such as the age of the protagonists.

The future. The really interesting thing about the phenomenon is wondering what Netflix has ahead. Or to put it more awkwardly: can the platform replicate the phenomenon? It has certainly had successful series in its catalogue, such as ‘Wednesday‘, ‘The Squid Game’ or ‘The Bridgertons’, but except for the first, all of them have finished or are about to do so. It is true that Netflix has the ability to generate new hits like ‘Wednesday’, which also, although it came as a bit of a surprise to everyone, could be well exploited by the platform.

Now, Netflix is ​​in a phase of prioritize quantity over qualitymercilessly canceling what does not interest you and attesting that we are in a different moment than the initial success of ‘Stranger Things’: the competition has multiplied and it is more difficult to get noticed among multiple offers. Netflix has all the space in the world before it to compete, but perhaps its main rival is its own legacy: how to make ‘Stranger Things’ forgotten. The series was perhaps, before the almost infinite atomization of the offer of the streamingthe medium’s latest great global success. And that is very difficult to overcome.

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