Building the Reputation of Netflix in the UK

 

Challenge

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Netflix faced significant reputational challenges in the UK. The local film and TV industry viewed the streaming giant as a disruptive force, fearing talent drain, inflated production costs, and diminished support for national broadcasters. Netflix lacked a proactive communications strategy and was relying on third parties to shape its narrative.

 

Approach

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Jon led a strategic transformation of Netflix’s UK communications function - shifting from reactive messaging to a proactive, purpose-driven approach. He built a 25-person cross-functional team and personally engaged with key stakeholders across media, government, and the creative industries.

 

Key initiatives included:

• Stakeholder Engagement: Conducted extensive outreach to newspaper editors, government departments, competitor broadcasters, and industry influencers to listen, inform, and build trust.

• Narrative Shift: Reframed Netflix’s story from a tech disruptor to a creative partner, using content like The Crown and Bridgerton to highlight cultural and economic contributions.

• Talent Development: Launched a £1.5 million fund to support emerging talent, particularly from underrepresented groups. The First-Time Filmmaker competition attracted over 30,000 entries and became a flagship initiative.

• Cultural Partnerships: Created a literary festival with the London Evening Standard to counter concerns about streaming’s impact on publishing.

• Local Activation: Developed the “Made in the UK, Watched by the World” campaign, celebrating filming locations and engaging communities — notably in Bath during Bridgerton production.

 

Impact

 

Netflix’s reputation in the UK shifted dramatically. The brand became recognised not just as a global tech company, but as a committed partner to the UK’s creative economy. Stakeholder relationships deepened, media sentiment improved, and Netflix’s role in supporting local talent and storytelling was firmly established.