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This article explores the relationship between television and video on demand (VOD), focusing specifically on Netflix and its recent move to produce and distribute original serialised drama. Drawing on a number of conceptualisations of contemporary media, this article positions Netflix within a contemporary media landscape, paying particular attention to how it relates to branding strategies of multi-platform serialised content and subscription cable channels in the United States. It considers Netflix-produced season 4 of Arrested Development (Fox, 2003–2013, Netflix, 2013) as a case study to explore how Netflix positions itself in relation to contemporary ‘quality’ and ‘cult’ TV and associated viewing practices and draws on theories of post-postmodern capitalism to understand its function within a broader socio-political context. As such, it places Netflix within discourses of VOD, TVIII, branding, contemporary viewing practices and consumer practices in post-postmodern capitalism.
Mareike Jenner (Mon,) studied this question.
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