The Netflix effect: How hit shows are influencing consumer purchasing

PARIS: TV shows influence consumer tastes, whether in fashion, beauty or interior design - an effect dubbed the Netflix effect.

The release of the sixth season of the Netflix Formula 1 documentary series "Drive to Survive," on Feb 23, didn't go unnoticed on the memorabilia and collectibles auction site, Catawiki.

The latter reported strong interest in items related to the motor sport.

In the first weekend after the launch of the latest season, Catawiki observed a 40% spike in searches related to Formula 1.

And it's a trend that's going from strength to strength with each new season, as the site points out in a news release. Since 2019, the year the documentary series was launched, the site has noted a 500% increase in sales of motorsport-related items.

Among the most expensive items sold are a Formula 1 car driven by Daniel Ricciardo, which sold for €315,000 in 2023, Ayrton Senna's racing helmet (€46,000) and Michael Schumacher's Ferrari helmet (€24,000).

The world of cycling is also attracting attention thanks to the documentary series "Tour de France: Unchained." In the week following its launch in June 2023, searches for "bikes" increased by 50%, Catawiki reports.

However, the so-called Netflix effect isn't confined to the world of sport.

Other hit shows, like "The Crown," "The Queen's Gambit" and "Bridgerton," are also having a significant impact on sales of items related to fashion, art and interior design.

Following the release of the second season of "Bridgerton" on Netflix in March 2022, Catawiki observed a 60% increase in searches for Regency-style objects in the week that followed.

Searches related to "Stranger Things" increased by 140% in June and 240% in July following the release of the final season in May 2022.

"The Queen's Gambit" also enthused buyers on Catawiki, which notes that "'chess' searches rose dramatically following the October release of 'Queen’s Gambit,' almost doubling in November."

Meanwhile, Omega Seamaster watches saw a 20% increase in sales on Catawiki between 2022 and 2023, following the "Knives Out" movie, in which lead actor Daniel Craig wears one on his wrist.

"In fact, watches is the number one category for Catawiki, seeing 35% growth in the past year," the auction platform says.

Even cinema is driving trends.

In addition to Netflix productions, movies like "Barbie" are having a similar effect, leading to a craze for the famous brand's dolls.

Sales doubled compared to the previous two years, and their average value rose by 20%, Catawiki reports.
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