Netflix Thrives By Programming to ‘Taste Communities,’ Not Demographics

Advertising demos ‘are not a good indicator of what people like to watch’

Netflix currently has 130 million subscribers, but exec Cindy Holland said an estimated 300 million people actually use the service. Getty Images

As Netflix continues to take over the TV industry—it now has 130 million subscribers in 190 countries, and will spend as much as $8 billion on original programing—the company says it has thrived by programming not to demographics but what it calls “taste communities.”

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.