Is the Netflix Reality Universe using the MCU’s (Marvel) playbook? I first noticed this when ‘Perfect Match’ aired, and while I figured they were onto something, it didn’t fully click until this current season. They are leveraging the success of individual shows to build a larger, more interconnected, and sustainable reality TV franchise, which shares many parallels with how cinematic universes like Marvel’s are constructed.
The playbook is simple:
1. Build the idea that characters and their storylines from different shows exist within the same continuity.
2. Invest heavily in making characters compelling and giving them multiple shows that viewers can follow and be interested in for a long time.
3. Build a franchise with multiple spin-offs to retain viewers and create buzz, as fans of one show are most likely to be interested in its spin-offs. Also, encourage viewers to go watch the shows that led to the spin-offs.
4. Use cross-marketing within shows to promote spin-offs and other shows within its universe. We see this with the end credits that the MCU uses to ensure fans are anticipating the next shows.
I honestly think any brand or marketer can steal this playbook. If you want to, these are the key takeaways that you can implement to create your own “universe-building” strategy:
1. Your “characters” are your most valuable asset. Whether they’re real people, brand mascots, or core values, investing in their stories creates a brand with depth and staying power.
2. Interconnectedness drives engagement. Create opportunities for your audience to move from one piece of content or product to another seamlessly.
3. Don’t just sell a product, sell a world. The goal is to build an experience that people want to live in and return to.
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