Netflix’s UK content strategy: A deep dive with Anne Mensah
A conversation with Netflix’s UK content chief
Anne Mensah, Netflix’s UK VP of content, is a pivotal figure in the streaming giant’s UK operations. Overseeing a diverse range of content, from scripted and unscripted series to films and acquisitions, Mensah’s role is integral to Netflix’s success in the region. “Any content that comes out of the UK slate I look after in some way,” she shares, adding with a laugh, “Or, more specifically, somebody who’s better than me looks after it and I cheer in the background.”
Mensah’s humility and enthusiasm are evident throughout our conversation. Before we even start recording, we’re already discussing the renewal of “The Gentlemen” for a second season and the upcoming launch of “Love Is Blind UK.” When I mention I’ve seen the first four episodes of the latter, Mensah grins, “It only gets better and better.”
The allure of UK talent
“I think I’ve got the easiest job because the UK is just brilliant,” Mensah says. “You’re working with such an incredible base of talent, so then the question is just how do you provide them with the space and the platform to do their best work?”
Mensah joined Netflix in 2019 from Sky, where she worked on high-end productions like “Chernobyl” and “Gangs of London.” At Netflix, her task was to maintain a steady stream of top-class UK content, following the success of shows like “The Crown,” “Top Boy,” and “Sex Education.” “I’m not going to lie, it was scary coming off the back of such well-loved shows,” she admits. “They demonstrate the range of variety but they’re also incredibly well-loved in the UK and globally.”
Building a legacy of hits
Five years into her tenure, Mensah and her team have produced their own hits, from the remake of “One Day” starring Leo Woodall and Ambika Mod, to the teen favorite “Heartstopper,” and the Harlan Coben adaptation “Fool Me Once,” which has become Netflix UK’s most successful show of the year. Of Netflix’s 107 Emmy nominations this year, 47 are UK-originated, including nods for “Baby Reindeer” and “The Gentlemen.”
Netflix’s investment in the UK is substantial, amounting to over £6 billion in the past four years. This includes investments in soundstages, skills training, and production development. Despite a contracting UK TV landscape, Mensah assures that Netflix is not cutting back on commissioning. “We take the business seriously,” she says. “So we do look to make sure that we are delivering value for money, but no differently than we’ve always done.”
Expanding the local offering
The UK team is particularly focused on expanding local factual entertainment, with recent projects like “Buying London” and “At Home With the Furys,” a docuseries about boxer Tyson Fury and his family. “Love Is Blind UK” is another exciting addition. “I’m so tickled by the socials on that,” Mensah says.
Mensah has also attracted cinema heavyweights like Guy Ritchie and Keira Knightley to Netflix. Ritchie worked on “The Gentlemen,” while Knightley is involved in the upcoming thriller “Black Doves,” penned by Joe Barton. “It’s brilliant,” Mensah says of the show. “Like, properly brilliant.”
The art of collaboration
Mensah emphasizes that convincing talent to join Netflix isn’t about persuasion. “That idea of authorship in the mainstream is allowing bold voices to be themselves,” she explains. “And in truth, it’s not massively dissimilar to what I was doing at Sky.”
At Sky, Mensah worked with “Edge of Tomorrow” writer Jez Butterworth on “Britannia,” which ran for three seasons. “Sometimes people are quite snobby about where they think ‘great’ lives,” she says. “Great doesn’t live at the fringes. It lives right in the center, because our audiences are clever and they are diverse.”
Embracing the industry
Mensah, who once headed independent drama at the BBC, radiates genuine enthusiasm for the UK TV industry, including her rivals. Despite her extensive career, she cringes at the term “veteran.” “I can’t bear it,” she jokes.
“What matters most is that the UK [industry] is thriving,” she says. “In the UK, I believe that media is hugely important, so we have to build the infrastructure well and we have to take it seriously. I can get misty-eyed about the shows, but I take the business of it really seriously because it’s supported me my whole life.”
The arrival of US streamers in the UK has been a learning curve, but Mensah believes in consistency. “We don’t need to fight, we just need to be consistent,” she says, emphasizing Netflix’s role in the ecosystem, whether through training initiatives or bespoke deals.
A personal reflection
As a cinema and TV series enthusiast, it’s inspiring to see how Netflix, under Mensah’s guidance, is fostering a vibrant and diverse UK content landscape. The commitment to quality and innovation is evident in the variety of shows and films being produced. From the gripping narratives of “The Gentlemen” to the heartfelt stories in “Heartstopper,” Netflix is not just a platform but a creative powerhouse.
For those interested in exploring these shows, here are some direct links to their trailers and information pages:
In the ever-evolving world of streaming, Netflix’s UK content strategy, led by Anne Mensah, stands as a testament to the power of collaboration, innovation, and a deep respect for storytelling.# Netflix’s UK strategy: Balancing passion and data
A unique approach to content creation
Netflix has always been a disruptor in the entertainment industry, and its approach in the UK is no different. Contrary to popular belief, Netflix doesn’t always buy out all the rights on a commission. This misconception often leads to misunderstandings about their strategy. The truth is, Netflix has a dedicated UK team that is deeply invested in the local industry. This commitment is evident in their collaborations with various UK broadcasters and production houses.
Celebrating industry peers
Netflix’s UK team doesn’t shy away from celebrating the successes of their counterparts at other networks. Whether it’s ITV’s head of drama or Channel 4’s head of drama, Netflix acknowledges and cheers for their achievements. This camaraderie extends to former colleagues as well, such as Lindsay Salt, who pitched the adaptation of “One Day” before moving to the BBC.
The cultural impact of Netflix shows
Despite having less than 10% of the viewing share in the UK, Netflix often punches above its weight in cultural conversations. Shows like Heartstopper, Fool Me Once, and Baby Reindeer have become massive hits, dominating social media and headlines. This success is attributed to Netflix’s focus on engaging with their audience and creating content that resonates with them.
The controversy surrounding ‘Baby Reindeer’
Baby Reindeer, created by and starring Richard Gadd, became one of the most talked-about shows of the year. However, it also faced a $170 million defamation lawsuit from a woman who claimed she inspired one of the characters. Despite the ongoing legal battle, Netflix stands by the show, emphasizing that it includes no characters named after real persons and stars hired actors. The show has earned 11 Emmy nominations, with Gadd in the running for best actor and writing.
Embracing true stories
The controversy hasn’t deterred Netflix from pursuing series based on real events. They continue to produce true stories with careful consideration, ensuring that they handle sensitive topics responsibly. This approach is evident in their upcoming projects, which promise to deliver compelling narratives based on real-life events.
The algorithm debate
Netflix is often criticized for relying too heavily on algorithms to decide which shows to commission. However, many of their hits, including Baby Reindeer and Supacell, don’t seem like the kind of shows a computer would generate. The specificity and uniqueness of these shows highlight the importance of passion and creativity in the decision-making process.
Passion-driven projects
While data plays a role in greenlighting projects, passion is the driving force behind Netflix’s most successful shows. The love for a project, as seen with Lindsay Salt’s enthusiasm for “One Day,” often leads to the creation of exceptional content. This passion, combined with informed decision-making, results in shows that resonate with audiences.
Expanding the conversation
Netflix’s ability to engage in a national conversation and take it to a global platform is one of its greatest strengths. This potential to connect with audiences worldwide is what excites the team and drives their commitment to creating impactful content.
Quickfire insights
Upcoming ‘Black Mirror’ season
The upcoming seventh season of Black Mirror promises to be mind-blowing, with an impressive cast and intriguing stories. While details are under wraps, fans can expect the unexpected.
‘Love is Blind’ UK version
The UK version of Love is Blind took time to come together, but it’s finally here. The reunion episode won’t be live, but it promises to be engaging.
Remaking ‘One Day’
Remaking One Day was seen as a risk, but the passion and dedication of the team behind it ensured its success. The emotional connection it created with the audience is a testament to its quality.
Collaborations with Peter Morgan
Netflix may have more projects in the pipeline with The Crown creator Peter Morgan. The potential for future collaborations is exciting.
Roald Dahl Story Company
Exciting things are happening with the Roald Dahl Story Company, promising more captivating content for audiences.
Upcoming shows to watch
Adolescence, a four-part drama series starring and co-created by Stephen Graham, is one to watch. Each episode is a single shot, making it a visually stunning and immersive experience.
Final thoughts
Netflix’s approach in the UK is a blend of passion, creativity, and data-driven decision-making. Their commitment to engaging with audiences and creating unique, impactful content sets them apart in the entertainment industry. As they continue to push boundaries and explore new narratives, Netflix remains a force to be reckoned with in the world of cinema and TV series.