Netflix has tip-toed its way into live programming over the years with content ranging from competitive eating contests to young-vs.-old boxing matches to NFL football games on Christmas. But the announcement this week that the top global streamer has struck a deal with audio giant iHeartMedia to simulcast Charlamagne tha God’s “The Breakfast Club” video podcast live daily (weekdays) on the Netflix platform starting June 1 takes Netflix’s live TV adventures into wider territory. It’s the first time Netflix has picked up a daily live show, and this one is a doozy: The Breakfast Club famously has become a key stop for presidential candidates, pop culture icons, and others looking to tap into a massive, younger-skewing audience. Although the show doesn’t disclose a precise per-episode listener figure, iHeartMedia claims more than 1 billion lifetime downloads that likely translate to millions of monthly downloads, making it one of the largest radio-derived podcasts in the U.S. Netflix, therefore, is tapping into a zeitgeist that could expand its audience in the U.S. while Charlamagne tha God and iHeartMedia will gain instant global live reach, considering Netflix’s estimated 334.4 million global subscribers, according to StreamTRAK®. Charlamagne tha God may have said it best with his statement that “Do y’all understand what ‘Live Globally’ really means? Mornings in New York. Daytime in the U.K. and Ghana. Evenings across other parts of the world.”
Next? Interestingly, that now global live experience will be quite different on Netflix, according to iHeartMedia’s press release: “While the radio broadcast will continue to include traditional commercial breaks, Netflix viewers will receive an enhanced, uninterrupted experience, with those breaks filled by exclusive bonus segments, behind-the-scenes moments, extended discussions and original content—resulting in nearly three continuous hours of programming each day.” That’s an important distinction and suggests that Netflix will no doubt use the show’s wide reach to woo more advertisers to its ad tier, which now accounts for 60% of new signups and, according to many estimates, likely nearly all of its net adds as more ad-free tier customers downgrade to the cheaper ad-supported tier. The global reach could help with big brands that operate across the planet. The big question is whether this expansion of Netflix’s current iHeartMedia partnership will lead to even more live shows going global. Much will likely depend on the success of “The Breakfast Club” launch, both in terms of viewership and engagement data, as well as on the technical streaming front. Netflix has shown in recent months its ability to scale big live events globally, including those NFL Christmas games, with minimal technical glitches. But it’s less clear whether the show’s popularity on traditional radio and podcast channels (and as viewable clips on YouTube and other social platforms) will translate to Netflix’s particular audience and their own viewing behavior. We’re about to find out.
