Netflix’s definition of the phrase “Netflix and chill” is tamer than the Internet’s.
In the Internet’s eyes, the phrase is an invitation to invite someone over to hook up with while Netflix plays in the background.
To the streaming service, it’s a somewhat more G-rated phenomenon: At Maker Faire this past weekend, Netflix debuted a prototype button called “The Switch” that does everything but initiate the hook up. Rather, the Internet-connected device dims the lights, switches on the phone’s Do Not Disturb function and powers up Netflix on a smart TV.
Even though the actual button is not for sale, Netflix published a set of instructions on how to build a button that connects to Wi-Fi. Besides patience and a high IQ, builders will need a special set of lights if they want to activate the dimming feature. It can also be hacked into ordering food through a phone’s app, so all that it’s missing is a Tinder or Grindr integration.
Netflix has been slow to acknowledge the meme since it grew in popularity over the summer, reportedly sparked by a joke circulating around Black Twitter. The meme then spread to other platforms, including Instagram, Tumblr and Reddit reaching its peak last month.
Digiday has repeatedly reached out to Netflix for their response, but has not yet heard back. Prior to this, Netflix acknowledged the meme on Instagram two weeks ago posting a picture of two beer koozies embossed with the phrase and captioned with a knowing face emoji:
#netflixandchill A photo posted by Netflix US (@netflix) on
The post was one of Netflix’s most popular posts with 19,000 likes, so it’s about time Netflix capitalizes on the phrase with swag before Urban Outfitters does.
More in Marketing
Marketing Briefing: What recent earnings for P&G, Unilever and Coke say about where the industry is headed
We read the corporate tea leaves to decipher some of the marketing trends and potential headwinds that executives at Unilever, Procter & Gamble and The Coca-Cola Company detailed during their earnings calls.
Why Roblox’s Clip It is using its billion-view moment to launch an ad product
The user experience of “Clip It” is similar to that of platforms such as TikTok and YouTube Shorts, allowing Roblox users to view, create and share short-form videos of their in-game avatars. Since launching in March 2024, it has rapidly become one of the most popular experiences on Roblox.
Inside the strategy that grew Cristiano Ronaldo’s YouTube account to 1M subscribers in 90 minutes
Ronaldo has created the largest sports-themed YouTube channel on the web in two months – but he’s not done it alone.