Key Takeaways:
- Netflix Canada is committed to creating authentic, hyper-local content that reflects the diversity of Canadian experiences.
- The company’s approach is centered around community-driven storytelling, with a focus on specificity and uniqueness.
- Netflix Canada’s executives, Tara Woodbury and Danielle Woodrow, have spent extensive time listening to Canadian communities and creators to shape their content strategy.
- The company has had early successes with shows like "Wayward" and "North of North," which have resonated with global audiences.
- Despite regulatory challenges and industry skepticism, Netflix Canada remains committed to supporting Canadian creators and producing high-quality, locally relevant content.
Introduction to Netflix Canada’s Approach
The Canadian media landscape is undergoing significant changes, with traditional buyers disappearing and the industry shrinking. However, Netflix has emerged as a major player in the Canadian market, greenlighting TV projects and providing opportunities for local creators. Tara Woodbury and Danielle Woodrow, the executives in charge of content for Netflix Canada, have been working to build a slate of shows that cater to Canadian audiences. Their approach is centered around community-driven storytelling, with a focus on specificity and uniqueness. By listening to Canadian communities and creators, Woodbury and Woodrow aim to produce content that is authentic, reflective of Canadian experiences, and of high quality.
The Importance of Authenticity and Specificity
Woodbury and Woodrow’s approach is a departure from the traditional top-down decision-making that has characterized the Canadian media industry. Instead, they emphasize the importance of authenticity and specificity in storytelling. This means creating content that is rooted in local communities and told by local creators. The success of shows like "North of North" and "Wayward" demonstrates the power of this approach. "North of North" created an unprecedented production ecosystem in Nunavut, involving CBC and APTN, and invested heavily in local talent. The show’s authenticity helped it land a global Top 10 spot and a rare 100 per cent Rotten Tomatoes score. Mae Martin’s "Wayward" premiered at the Toronto International Film Festival and spent two weeks as the top English-language show globally, hitting No. 1 in 35 countries.
Regulatory Challenges and Industry Skepticism
Despite the early successes, Netflix Canada faces regulatory challenges and industry skepticism. The Canadian Radio-television and Telecommunications Commission (CRTC) has imposed requirements on foreign streamers operating in Canada, including a contribution to local news funds. Netflix has challenged this requirement, arguing that it does not operate in the news sector. The company has also faced criticism for its selective greenlight process, which contrasts with the "fill-the-schedule" model used by broadcasters. Additionally, some have expressed concerns that Netflix’s global platform overshadows local titles. However, Woodbury and Woodrow remain committed to supporting Canadian creators and producing high-quality, locally relevant content.
Supporting Canadian Creators and Community-Driven Storytelling
Woodbury and Woodrow’s approach is centered around supporting Canadian creators and community-driven storytelling. They believe that by investing in local talent and telling stories that are specific to Canadian communities, they can create content that resonates with audiences both at home and abroad. The company’s focus on community-driven storytelling is evident in its casting and hiring practices. For example, on Jesse McKeown’s upcoming Newfoundland-set series, the crew couldn’t find the right person for a part from audition tapes; the role went to Newfoundlander Willow Kean, who was on location working as an assistant casting director. This approach not only supports local talent but also ensures that the stories being told are authentic and reflective of the communities they represent.
Conclusion and Future Prospects
It has been roughly four years since Woodbury and Woodrow took on Netflix Canada, and the company is now starting to see the fruits of their labor. With hits like "Wayward" and "North of North" under their belt, they are confident that their approach is working. However, the critical question now is whether Netflix Canada can consistently deliver hits, not just abroad, but at home to that first-mandate Canadian audience. Woodbury and Woodrow remain committed to their vision of offering high-quality, locally relevant content that showcases Canadian talent and stories. As they continue to navigate the complex Canadian media landscape, they are determined to fan the flames of Canada’s creative moment and bring talent home to tell the stories that Canadians want to tell.
