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EMARKETER

Netflix accelerates its unscripted TV push, eyeing new partnerships and productions

Article by Marisa Jones  |  Jul 3, 2025
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Netflix accelerates its unscripted TV push, eyeing new partnerships and productions
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Digital Video
Connected TVs
Digital Video Ad Spending
United States

The news: Netflix is deepening its investment in unscripted TV as it aims to expand its user base and gain ad-supported subscribers, per The Wall Street Journal.

  • The streamer reportedly spoke with Spotify about partnering on live events, including live concerts and music awards shows. It is also exploring celebrity interviews and documentaries with shorter turnaround times, people close to the matter claimed.
  • Netflix is rebooting the talent contest “Star Search” and focusing on music with “Building the Band,” planned to debut next week, and another music competition that is set to be released in upcoming months.
  • The company is working with the Daily Beast on a pilot covering nonpolitical news events, and recently announced a game show called “What’s in the Box,” accelerating its unscripted push.

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