Netflix’s tone of voice
This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.
What is Netflix’s tone of voice?
Netflix uses a bold and witty tone to connect with its audience on a personal level. While it uses humour and enthusiasm in the majority of marketing copy, its informational content often uses a serious and matter-of-fact tone. Netflix has a less consistent tone of voice than many other large brands.
Netflix’s tone of voice mostly matches the Lighthearted Maverick (CFIE), which is:
Casual (rather than formal)
Funny (rather than serious)
Irreverent (rather than respectful)
Enthusiastic (rather than matter-of-fact)
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How does Netflix describe its tone of voice?
Netflix’s tone of voice is mentioned in its brand voice guidelines here.
It describes Netflix’s tone of voice as:
Bold
Straightforward
Human
This broadly matches my assessment of Netflix’s tone of voice, but doesn’t include the humour aspect which is so prominent today. It’s possible that the guidelines may have been updated since its 2015 rebrand.
Netflix’s tone of voice in practice
I examined https://www.netflix.com/ on 09/02/2024.
Netflix alters its tone of voice based on context more than many large brands.
The tone of voice on its homepage is direct, welcoming and clear. It positions Netflix as an accessible, user-friendly entertainment platform that caters to a wide range of preferences.
Here are some specific examples of Netflix’s tone of voice on its homepage:
“Stream unlimited films and TV programmes on your phone, tablet, laptop and TV.”
“Send children on adventures with their favourite characters in a space made just for them.”
“Watch on a plane, train or submarine...”
While Netflix’s website is primarily serious and respectful (excluding the one line about watching it on a submarine), its marketing copy is famously irreverent and funny.
Given that Netflix’s marketing activity will be seen by many more people than its website, I consider ‘funny’ and ‘irreverent’ to be its more natural tone of voice.
The evolution of Netflix’s tone of voice
Over the past 25 years, Netflix has transformed from a simple DVD rental service into the streaming giant it is today.
This transformation hasn’t just included technological advancements and an ever-expanding content library, but it’s also included a significant evolution in its brand and tone of voice.
The story of Netflix is a tale of understanding customers needs, embracing change and continually adapting its voice to resonate with a growing audience.
A functional beginning
In the early days, Netflix’s tone of voice was functional and focused on the service it provided.
Back then, Netflix’s messaging were centred around the simplicity of enjoying movies and TV shows from the comfort of your home - without the late fees or trips to the video store that were synonymous with traditional rental services.
The functional tone of voice served its purpose during these initial stages, effectively conveying the practical benefits and ease of use that Netflix offered.
It was all about introducing a novel concept to the market, highlighting Netflix’s unique selling points: no late fees, a huge selection of films, and the convenience of having DVDs delivered right to your doorstep.
This early functional messaging was crucial in setting Netflix apart from its brick-and-mortar competitors.
An important 2015 rebrand
As Netflix ventured into streaming and then into original content, Netflix became more than a content distributor - it became a content creator, and with it came a distinct personality.
This shift required a rebrand. And in 2015, Netflix underwent a pivotal rebranding that defined its current brand identity.
The new brand guidelines, developed by New York-based branding agency Gretel, defined Netflix’s tone of voice as Bold, Straightforward and Human.
You can read Gretel’s write up about the rebrand here.
This tone was a declaration of Netflix’s confidence in its offerings, its no-nonsense approach to communication, and its desire to connect with customers on a personal level.
This tone of voice was evident on its website, where clarity, confidence and relatability became the cornerstones of its user interaction.
Website vs. social media
It’s interesting to note that Netflix’s tone of voice on its marketing and social media platforms often diverge from the 2015 ‘Bold, Straightforward and Human’ guidelines, adopting a more Casual, Funny, Irreverent, and Enthusiastic tone.
The variation isn’t a departure from its brand but rather an extension of it, allowing Netflix to engage with its audience across different contexts and platforms.
Netflix clearly understands the power of social media in shaping brand perception and user engagement.
Through its social media interactions, Netflix is able to authentically participate in cultural conversations, create shareable content and even playfully engage with other brands and celebrities.
Its willingness to engage in the digital playground has endeared Netflix to millions, helping it become part of the pop culture lexicon (remember ‘Netflix and chill’?)
Understanding its audience
The choice to use a more relaxed and humorous tone on social media platforms reflects Netflix’s deep understanding of its audience and the informal nature of social media.
Netflix’s outdoor advertising further demonstrates its ability to infuse its brand voice with creativity and relevance.
From billboards and tube ads that capture the essence of its shows in a few words to collaborations that bring the streaming experience into the real world, Netflix’s approach to marketing is as innovative as its content.
The casual and humorous tone of Netflix’s marketing creates memorable experiences that reinforce its position as a leading entertainment brand.
Companies with a similar tone of voice
Oatly’s communication style is most similar to the Lighthearted Maverick (CFIE). Companies with a similar tone of voice include:
Back Market
Cards Against Humanity
Chubbies Shorts
Denny’s
KFC
Liquid Death
Poo-Pourri
Hi, I’m Oli West
For over 10 years, I've written copy for some of the UK's most successful startups. I’ve led content teams and have developed multiple brand guidelines. I’ve grappled and dealt with the common thread that unites all startups: the challenge of building trust with a new audience.
A consistent tone of voice can help build trust, but many startups don’t have a style guide in place. So I created CopyStyleGuide.com to help.
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