A Conversation with Peter Hamilton about Netflix 2020, his Essential Guide for Documentarians Looking to Work with the SVOD Giant

Documentary industry consultant Peter Hamilton has just released Netflix 2020, an essential guidebook for documentary filmmakers looking to break into the Netflix supply chain. As we saw from the recently released AGS4, SVODs such as Netflix are the key growth sector for footage licensors, so understanding what makes Netflix tick is a critical survival skill for both filmmakers and footage archives, and Peter’s guide is an excellent starting point for this journey. Netflix 2020, which is on sale now for $195, provides a range of vital information, including a database of over 230 Netflix documentary commissions and acquisitions; 30 key Netflix decision makers worldwide who buy documentaries and unscripted series; and a list of Netflix’s “preferred producers” who may offer partnership opportunities for filmmakers looking to pitch their ideas to Netflix for the first time. We had a chance to chat with Peter about some of his key insights. You can read our complete interview below.

Footage.net: The study includes your detailed analysis and projections for the SVOD sector. Can you give us any highlights? Will documentaries continue to be a critical factor in the SVOD sector for the foreseeable future?

Peter Hamilton: Subscription video platforms are enjoying exponential growth worldwide, driven by three key factors: the addressable universe of streaming-capable homes is rapidly expanding; consumers increasingly prefer the convenience of the “all you can eat” subscription model to the multi-channel Pay TV model; while the launch of Disney + indicates the launch of a buffet of competitive new online services.

Peter Hamilton

Documentaries are a key attribute of the SVOD model. They are commissioned or acquired at a fraction of the cost of scripted series and yet are highly promotable, particularly after winning awards, for instance at Sundance and the Oscars. Documentaries can appeal to the intense interests of niche audiences, and thus encourage subscribers to renew each month. 

FN: In an interview we did back in 2016, you noted that there had been a huge swing of the pendulum back to archive-based documentary, especially among the SVODs, and that one of the main reasons for this was that archival docs like Eight Days a Week had the kind of built in audiences that the SVODs needed to draw in viewers in what you called the “Post Schedule Documentary Economy.” Is this still the case today?

PH: Netflix follows the model established years ago by the HBO Documentaries unit of featuring A-list directors and executive producers who attract press coverage, and also addressing celebrity or notoriety as the subjects of commissioned projects. Many of these projects rely on archive, as can be seen in a review of the 230 projects covered in detail in my NETFLIX 2020 study. Disney + is launching with the Nat Geo Yellow Border as one of its five heavily-promoted content brands, and for several years Nat Geo has matched Netflix in its commitment to commissioning documentaries by or about A-Listers that enjoy a built-in audience. 

FN: The guide reveals the genres & topics that are in the Netflix bullseye. Can you give us a sense of the leading genres/topics? Are historical/editorial topics in high demand?

PH: Historical documentaries that are about celebrities or notorious criminals and fraudsters top the list. True Crime is enjoying a boom in Unscripted as in Scripted series, though some experts believe that there is an over-supply in the category. Historical events like the Apollo lunar landing piggyback widespread media coverage. Biopics of recent celebrities and famous figures, like Amy Winehouse, also rely on archive. Topic-driven documentaries or series are usually acquired at a lower cost. 

The archive also enjoys lots of creative possibilities for new editorial treatments and new technical solutions that unlock value through 4K conversions, better colorization, etc. I’m convinced that archives will be a key to success for documentaries in the SVOD Era.

FN: Your guide includes trends among the competition, such as Disney, Apple, Google and others. I am assuming Amazon and Hulu are a part of this group.  Netflix is clearly the leader in the SVOD documentary space. How would you rank the remaining competitors? Are any of them gaining ground on Netflix?

PH:  Yes, with several years’ head start and 155 million subscribers worldwide, Netflix is in a very powerful first-to-market position. However, it lacks a studio library or brand, like Disney + and its Star Wars and Marvel franchises, and therefore Netflix must compete at an editorial level by creating lots of successful series like Stranger Things from scratch. That’s a very big challenge over the mid- to long-term.

FN: How many preferred producers does Netflix have?

PH: Hundreds. But they prefer Oscar and Sundance-winners, or celebrities in their own right, like Leo Di Caprio.

FN: Has teaming up with an established Netflix producer become an established practice?

PH:  “Marrying up” with an A-Lister has been a key route to earning commission for a less well-know producer who lacks access to buyers but who has a great story involving compelling characters. The A-Lister enjoys the leverage, and the deal will reflect this, but the aspiring producer earns much higher odds of earning a credit.

FN: What can you tell us about Netflix’s viewing audience?

PH: Unlike the channels with their BARB and NIELSEN ratings, Netflix operates in stealth, and its data is hidden behind a proprietary black box. Outsiders can get a peek behind the curtain through research by Parrot Analytics that covers online demand, and you can read these findings in my free newsletter DocumentaryBusiness.com.

FN: The report is very detailed and timely. How did you develop the information?

PH: Hard work that builds on 30+ years in the documentary business. Detailed research from multiple sources, including from producers with Netflix commissions, agents, and executives at competing services.

FN: Do you have an exec summary of the guide you can share?

PH: The title says it all:  NETFLIX 2020: WHAT YOU NEED TO KNOW NOW! And here is the link to purchase and download it now, with a 20% discount.