Netflix Rewrites Original Series Strategy for Brazil

Sketch comedy program "A Toca" bows Friday

Netflix is launching more and more of its original series around the world, but the company is also embarking on a separate strategy to offer specific countries content of their own.

The streaming service will bow a Portuguese-language scripted comedy series exclusively in Brazil beginning Friday instead of its usual practice of spreading shows like “House of Cards” and “Arrested Development” in every market where Netflix is available. The point is to increase audience engagement with content that may work well in a particular region even if it can’t travel well to other territories.

The series in question is “A Toca,” three episodes of comedy skits produced by Felipe Neto and other creators of the popular online channel “Não Faz Sentido.” “Toca” appears exclusively on Netflix, which licenses the series just as it would something like “House of Cards,” though at a fraction of the budget it allots to series intended for global distribution.

Netflix would prefer it not be referred to as an “original” considering it is not at the same scale as its “House of Cards” et al, but it is first-run, exclusive and with their money attached. Think of it as a micro-original.

Netflix has been inching in the direction of a localized original strategy in Brazil, where the company launched in 2011, in the form of one-off standup comedy production but this is its first series foray. Unknown is whether this is the first such endeavor overseas, where Netflix is active everywhere from the U.K. to Scandinavia.

In other Netflix series news, the company greenlighted a nine-episode series “Marco Polo” from Weinstein Co. and Electus. Originally set up at Starz, Netflix grabbed the rights after the pay cabler released it. “Polo” is expected to bow next year.

Have a glimpse at a version of the series on YouTube at the top of the page.

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  1. I don’t think they’re all that awesome. Youtube’s Porta Dos Fundos’ Channel are still better than Parafernalha.

  2. Marcos says:

    I’m brazilian and I think americans should look at everything Felipe Neto is doing here in Brazil. The guy is changing everything in terms of entertainment. You can love or hate him, but only idiots don’t see he’s probably the most intelligent enterprising of his age in Brazil. I think he’s only 24 and already owns the biggest channels AND the biggest network on Youtube. Like I said, love or hate him, but he’s incredible to study.

  3. Eduardo says:

    This Vinicius is just a typical HATER… Felipe Neto changed the face of brazilian Youtube and now is changing the face of brazilian Netflix. Of course, because he’s so f*cking big, carries a lot of stupid haters as this Vinicius. Be the truth needs to be told: Parafernalha and Felipe Neto are changing Brazil and no hater will be able to stop that.

  4. Netflix Brazilian had already spent the time to put something new and good.

  5. Vinicius says:

    Unfortunately they started their original series with a guy that has less IQ points than a cucumber.

  6. Joana says:

    I’m brazilian and those guys are simply AWESOME! Now I just need to find out how to connect brazilian Netflix, I’m really excited to watch it!

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