The #CancelNetflix movement regarding the film CUTIES has actually made a dent in the streaming service's subscriber numbers. The hashtag began trending on social media when the film hit Netflix on September 9, 2020.
French filmmaker Maïmouna Doucouré's film has been the center of controversy in North America, beginning with Netflix releasing a seriously tone-deaf poster for the film that appeared to sexualize young girls. Even though those who have seen the film say it's a coming-of-age story and more of a social commentary that doesn't promote objectifying its young cast, the damage was already done by the poster and it resulted in the director receiving death threats and now the power of social media has worked its magic yet again.
As the film premiered on the streaming service, the #CancelNetflix hashtag began trending on social media. More than one petition was started, but the largest one has over 655,000 signatures, and based on data analytics from YipitData via "Variety", it looks like the outcry did put a dent in the Netflix subscriber rate. According to the data, Netflix cancellation rates were eight times higher than the average daily level on Saturday, September 12. In addition, stock prices for the platform fell at the same time.
Before CUTIES caused a backlash, Netflix stock was trading at $507.02. That number has now dropped to $483.86. It is a lot higher from where the stock was a year ago ($298) and even six months ago ($319.75) so Netflix is still on top overall but it does show how some backlash can really make an impact, especially if the backlash is vocal enough. When it comes to the subscriber cancellation rates, it's unclear what the usual daily subscriber loss is for the platform but eight times higher than the previous week does seem significant.
Netflix does not release its daily rate subscription loss but they now have 193 million paid subscribers, with 25.9 million of those subscribing within the last six months. CUTIES may have caused a backlash, but its impact will likely not be long-lasting thanks to their popular offerings like Cobra Kai, Lucifer, and their future original content. Just to show the downward trend of the initial backlash, the petition to cancel Netflix began four weeks ago and has only seen around 55,000 more signatures in a week.
This won't stop the negative feelings towards the film, which follows Amy, an 11-year-old girl who joins a group of dancers named "the cuties" at school. Amy rapidly grows aware of her burgeoning femininity which upsets her mother and her values in the process. Despite how some might feel in the States, the film was well-received when it premiered at the Sundance Film Festival and there wasn't much of a peep about its content until Netflix's misguided poster for the North America release. It's definitely a hot topic and I think it's one that can only be discussed if one watches the film and finds out if the film actually exploits its young cast or provides social commentary that speaks against it.
Did YOU watch CUTIES last weekend?