Inside Ted Sarandos’ Hollywood Disruption: Winning the Streaming Wars, a Marvel Showdown, and Supporting Meghan Markle

In a few weeks, Ted Sarandos will step into a new role—an actor portraying himself in the Apple TV+ series “The Studio,” a comedy by Seth Rogen. Sarandos, Netflix’s co-CEO, is known for his fierce competitive spirit, making his appearance on another streaming service even more amusing. In his scene, he attends the Golden Globes and bumps into Rogen’s beleaguered film executive character, navigating the pressures of the industry.

Sarandos recalls how quickly he jumped at the chance to participate. He’s typically seen as a tough, no-nonsense leader, but in conversation, he appears warm and enthusiastic about Hollywood. “Seth sent me the script, and I just thought it was hilarious,” he shares.

While preparing for his role, Sarandos felt pressure to perform well: “I didn’t want to forget my lines or slow down the shoot,” he admits. This opportunity isn’t typical for him. The man known simply as “Ted” has changed Hollywood; he transformed Netflix into a leading streaming platform from its DVD rental roots.

Over his 25-year tenure, Netflix’s subscriber numbers have surged to 300 million globally. This year, the company is set to invest $18 billion in content. However, not everyone is pleased with his methods. Critics argue that Sarandos has diluted the unique storytelling in Hollywood, turning audiences into binge-watchers. Despite Netflix’s success, it has yet to secure a Best Picture Oscar, which signals that animosity continues to exist among traditional industry players.

Sarandos remains unfazed by criticism, believing that a strong content library will ultimately prevail. Reflecting on his journey, he recalls the company’s rocky moments, such as when Netflix split its DVD and streaming services, which led to a major drop in stock value in 2011. The company learned its lesson and rebounded after recognizing the need for a clear business strategy.

More recently, in April 2022, Netflix faced another significant stock plunge after worries about slow subscriber growth created volatility in the market. This time, Sarandos acted quickly to reassure investors.

Looking to the future, Sarandos expressed excitement about Netflix’s deep roster of returning franchises, including the final season of “Stranger Things” and new installments of “Squid Game” and “Wednesday.” He also discussed how Netflix has adapted by collaborating with big names like Adam Sandler, who helped pioneer Netflix-exclusive film releases.

Not everything has gone smoothly, though. Sarandos shared that the company would reevaluate its approach to partnerships and vetting talent after some controversies, such as those involving outspoken creators like Dave Chappelle. He emphasizes the importance of grace and understanding when addressing mistakes.

As Netflix continues to diversify—venturing into gaming and live events—Sarandos believes staying connected to audiences is key. He envisions Netflix as not just a viewing service but as part of everyday life, providing fans with touchpoints beyond the screen.

In a fast-changing landscape where competitors like Disney and Amazon also vie for viewers’ attention, Sarandos stays focused on personalization, believing it’s vital to cater to diverse interests within the audience. He remains confident that Netflix’s innovative approach will keep it ahead of its rivals.

For Sarandos, the journey at Netflix feels like a thrilling ride. He relives memories from its DVD rental days, describing the excitement surrounding bestselling titles like “Jurassic Park.” Despite the evolution of how people consume content, his enthusiasm for cinema and storytelling remains unwavering.

While Hollywood continues to adapt and debate the future of streaming, one thing is clear: Ted Sarandos will be at the forefront, shaping the medium for years to come.

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