Netflix’s Geeked Week: A New Era of Live Fan Engagement

A leap from virtual to live events

Netflix has taken a significant step in its live events strategy with the fourth annual Geeked Week. Originally a virtual five-day event, Geeked Week has evolved into a hybrid experience, blending in-person and online elements. This year, the event was held at Atlanta’s Dairies, drawing over 1,000 enthusiastic attendees and generating nearly 640 million impressions across various platforms.

A star-studded affair

The event featured 40 titles with exciting announcements and first looks, attracting notable celebrities like Joe Manganiello and filmmaker Zack Snyder. Netflix’s vice president of U.S. and Canada series marketing, Shelly Gillyard, expressed her satisfaction with the event’s success, highlighting the high engagement and the vibrant atmosphere created by the fans.

“Going live with fans in real life was a test for us and to see how big we could go,” Gillyard shared. “We picked a location in Atlanta that had a great outdoor space and a theater, and we’re excited that we were able to fill the theater to capacity. There were over 1,000 fans there. And when we look at the results of that week, for us, it’s really about the engagement and the conversation with the activities and the events, and then the actual live show, having over 639 million impressions feels very successful.”

The evolution of Geeked Week

Geeked Week began in 2021 as a five-day taped event without an audience. By 2023, Netflix had refined the format, organizing genre-specific days dedicated to series, films, animation, and games. Last year, the event included three days of virtual showcases, a “Rebel Moon” Day, and pop-up “Geeked Ink” tattoo locations.

This year, Netflix introduced a live component on the final day of the convention, held from September 16-19. The event included an in-person screening of Zack Snyder’s Twilight of the Gods, a Geeked Ink tattoo parlor, and Geeked Trivia at the Atlanta Dairies venue.

Building a year-round fan engagement strategy

While Geeked Week’s live event was smaller than Netflix’s first in-person Tudum event, which attracted 11,000 attendees in Brazil, it marks a crucial step in Netflix’s strategy to engage fans year-round. The company is expanding its live experiences, from the upcoming “Stranger Things: The First Shadow” stage play on Broadway in 2025 to “Bridgerton” balls and the Netflix House permanent entertainment venue.

Gillyard and her team are already planning for the future, considering how to integrate Geeked Week with other fan events like Tudum.

“Tudum we’re excited to have come back again next year. We’re in the early planning stages of that,” Gillyard said. “And ‘Geeked’ titles are really critical to our fandom. So how do we look at both of those events? Are there ways in which we could potentially combine the events? So we’re still talking about that early days, but this genre and ‘Geeked’ titles and the ‘Geeked’ fandom is something we will always find ways to celebrate.”

The impact of live events on fan engagement

The success of Geeked Week underscores the importance of live events in building a loyal fan base. By offering unique experiences and direct interactions with celebrities and creators, Netflix is fostering a deeper connection with its audience. This strategy not only enhances fan engagement but also drives conversations and buzz around Netflix’s diverse content offerings.

Looking ahead

As Netflix continues to innovate in the live events space, fans can look forward to more immersive and interactive experiences. The potential combination of Geeked Week and Tudum could create a mega-event that celebrates all aspects of Netflix’s content, from YA and sci-fi to mainstream hits.

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