Everyone Wants to Be Netflix (But Maybe You Shouldn't)

Let's talk about something that keeps coming up in my conversations with indie filmmakers - the streaming wars. Everyone's focused on the giants like Netflix and Disney+, but there's something interesting happening in the corners of the streaming world that isn’t being talked about enough. Even though the Media Cartographer Evan Shapiro just dove in recently about indie films and streamers which is incredibly insightful.

Let's put some numbers on the table. While Netflix boasts 230+ million subscribers, successful niche platforms are thriving with just a fraction of that. Crunchyroll hit profitability with around 10 million subscribers. Shudder doesn't release exact numbers, but industry estimates suggest they're doing well with under 2 million subscribers. This isn't just surviving, it's thriving in a different way. That’s how as an indie filmmaker you can not only just survive but also thrive.

Here's why this matters for indie filmmakers:

The Niche Advantage First

Let's address something important, you don't need hundreds of millions of subscribers to be successful. Look at companies like Shudder for horror films or Crunchyroll for anime. They're not trying to be everything to everyone. Instead, they're focusing on specific audiences who are passionate about particular genres.

Take Arrow Player, for example. They've built a devoted following by focusing on cult classics and underground films. Their subscribers aren't just watching - they're engaging, discussing, and creating communities around the content. That's something the Netflix algorithm can't replicate.

This is where it gets interesting for indie filmmakers. These platforms need content - lots of it - but they can't afford to spend Netflix money. That means they're often more open to indie productions that bring something unique to their audience.

The Power of Loyal Audiences

Big streamers are struggling with churn (people constantly subscribing and unsubscribing), niche platforms often maintain more loyal subscribers. Why? Because they're serving specific interests that keep people coming back.

Think about it like this:

• Netflix needs to please everyone

• Shudder just needs to please horror fans

• Acorn TV just needs to please British TV enthusiasts

• Fandor just needs to please indie film lovers

The Smart Money Approach

You shouldn’t try to compete with big-budget productions. Instead you should be focusing on what makes your projects unique. It's not about the size of your budget, it's about knowing your audience.

Here are the things that work in your favor as an indie filmmaker. Create content that speaks directly to your audience. Now, I am not suggesting that you make something FOR your audience. Instead, it means understand your audience and the content they like. Then when you understand them, you are creating content that speaks to them, while still telling the story YOU want to tell.

For a very long time we were fed the short film or indie feature in festival to huge success story. In essence, being sold the “overnight” success and that being a real route to success. Success is built slowly over time rather than focusing on trying to make an instant hit.

Smaller budgets are an advantage not a disadvantage. I know that smaller budgets make it more difficult to get your film made and achieve your “vision” but in the long run it is an advantage because this is the movie business and your movie is a business. With a smaller budget, you have a lot more ability to earn a higher revenue or in other words, more profit. This is what keeps you going in your career and the ability to keep making more films.

The Economics of Niche

Niche platforms often have better profit margins per subscriber than the giants. Why? Because they're not in an endless spending war for content.

This creates an interesting opportunity for indie filmmakers because lower budget requirements mean more creative freedom. This also means platforms are more willing to experiment with unique concepts. Revenue sharing models often make more sense at this scale. Because of all that, marketing costs are typically lower due to targeted audiences

A filmmaker I know recently secured a deal with a niche platform for their documentary film. Their approach?

• They identified three potential streaming platforms that aligned with their content

• They studied the most successful content on each platform

• They crafted their pitch to show how their series would serve that specific audience

• They included marketing ideas tailored to the platform's community

The result? A deal that made sense for both parties, with realistic expectations and clear goals.

The Reality Check

You're probably not going to make the next Stranger Things. But here's the good news: you don't have to. While the streaming giants are losing billions trying to compete with each other, smaller platforms are finding success by staying lean and focused.

This means opportunities for filmmakers who can create compelling content on realistic budgets. Filmmakers that understand specific audience needs. Are you thinking long-term about building an audience?

The Bottom Line

The streaming world isn't just about the giants anymore. There's a whole ecosystem of smaller platforms that need content and are willing to take chances on indie productions. The key is understanding where your project fits in this landscape and being realistic about your goals.

Remember, success in streaming doesn't always mean millions of subscribers. Sometimes it means finding the right audience and serving them well. That's where the real opportunities are for indie filmmakers in today's market.

Take It Further

So what should you do with all this information? Here's your gameplan:

Platform Research. Start by creating a spreadsheet of niche platforms that might fit your content. Include their:

• Content focus

• Typical budget ranges

• Submission requirements

• Past success stories

Audience Analysis before you even start production, dig deep into your target audience:

• What other content do they consume?

• Which platforms do they use?

• What gaps exist in current offerings?

Budget Planning. Work backwards from realistic platform budgets:

• Research typical acquisition costs

• Factor in marketing requirements

• Plan for multiple revenue streams

• Consider international rights separately

Network Building. Start connecting with people in your niche:

• Join online communities where your audience gathers

• Attend genre-specific film festivals

• Connect with other creators who've succeeded on these platforms

• Build relationships before you need them

You are an indie filmmaker with a scrappy start up trying to build an audience and earn a revenue. If all of the above just feels so overwhelming, remember, you do not have to try to do this alone! That’s what filmmaking is all about - collaborators working together. A couple producers and a couple directors forming their own little company and tackling the above could be very successful.

If you are a director, try to find a new indie producer and take the above strategy with them and tell them thats what you want to achieve for your first micro budget film.

Two incredible affiliate partners that are very useful for indie filmmakers.

SoCreate Screenwriting Software is a robust and visual software - and if you use the code TYLERMREID you get $20 off a yearly subscription.

Also for anyone who wants a better way than just using social media to connect with and grow their audience, then I suggest creating a newsletter. It doesn’t have to be something you send out weekly or even on a regular basis, it can just be used to update your audience on your films as you are working on them.

If you use the link below you’ll get a 30-day FREE trail and 20% OFF for the first 3 months.

If you are interested in advertising your film or company in this newsletter to 1,400 film professionals click here