Is Netflix bringing us together, or is its personalisation pushing us apart?

Netflix’s record-breaking 19 million new subscribers proves something: convenience is king. The streaming giant has mastered the art of personalisation, curating hyper-tailored experiences that keep audiences hooked. 

The company's success was partly due to their ability to make content easy to find and watch. By giving viewers exactly what they want, they were able to provide users with a high level of convenience. But, as Netflix gets better at knowing us individually, are we losing the magic of shared viewing?

The days of gathering around the TV for Friends finales or The X Factor voting nights feel like a thing of the past. 

The days of gathering around the TV for Friends finales or The X Factor voting nights feel like a thing of the past. The increase of streaming services has changed how we consume content. We now watch on our own schedules, in our own bubbles, and are fed content designed just for us. 

Even advertising, once the collective glue that sparked post-show debates and water cooler moments, has shifted towards hyper-personalised targeting.

Above: Campaigns like Sony's Balls became a talking point, a cultural moment. 

But is this level of customisation actually isolating us? And, more importantly for brands, does individualised viewing dilute the cultural impact of advertising?

Recent research from neuroscientist Joseph Devlin reveals that shared experiences can intensify emotions. His team tracked heart rates during a live performance of Dreamgirls and found that viewers in large groups experienced greater emotional highs and lows than those watching alone or in smaller groups in his lab. This research aimed to understand how shared experiences in live settings can enhance emotional engagement and connection among individuals. It’s simple psychology, sharing an experience makes it feel more intense and memorable.

Advertising has always thrived on cultural moments.

Think about it: how often do you watch something funny alone, and barely crack a smile? Now, imagine watching it with a friend. The laughter becomes contagious, the moment more memorable. The same applies to advertising. A collective viewing experience makes ads more immersive, more talked about and, ultimately, more effective. 

Advertising has always thrived on cultural moments—Super Bowl ads, Sony Bravia Balls [above], Cadbury’s Gorilla. These weren’t just ads; they were part of the cultural conversation. But, with streaming services shifting towards personalised ad models, we’re missing out on these moments of collective recognition.

Above: Peggy Gou’s Squid Game-themed rave, sponsored by Just Eat, became an experience people wanted to be a part of.

When everyone watches alone and sees a different ad based on an algorithm, the shared cultural experience is lost. The impact of an ad is no longer amplified by group discussion but, instead, absorbed in solitude, and that’s a missed opportunity for brands looking to create campaigns that stick. 

Of course, content can still break through, but it doesn’t happen by chance. Squid Game wasn’t just a global hit because of its storytelling—it became a cultural event thanks to smart activations that went beyond the screen. One standout example is Peggy Gou’s Squid Game-themed rave, sponsored by Just Eat. This wasn’t just an ad campaign, it was an experience, a moment people wanted to be part of.

The impact of an ad is no longer amplified by group discussion but, instead, absorbed in solitude, and that’s a missed opportunity for brands.

While the rave sparked wide public discussion, the traditional Just Eat ad on Netflix didn’t generate the same level of conversation. This highlights the power of immersive, real-world experiences in creating buzz and engaging audiences. We recently conducted extensive research into what people want to feel from an experience, and we know that events that bring people together in person can strengthen bonds between digitally-connected tribes. Brand partnerships, live events, and cultural tie-ins made Squid Game feel bigger than just a show, transforming it into a shared event fans could enjoy together