If the men don't want it, give the opportunity to the women
The most important platform for high value, long form entertainment in the digital age is undoubtably Netflix.
The streaming giant wields the power of distribution over film and television like no other company in history, with the ability to change the fortunes of just about anything it seems.
A niche Korean TV series called Squid Game became a global sensation in late 2021, becoming the most watched series of all time on the platform.
The power of distribution that Netflix has enabled a comparatively low budget non-English speaking show to flourish and reach an audience magnitudes larger than its local Korean one.
With 231 million paying subscribers, that can run up to four users under each account, Netflix’s audience and reach scales into the hundreds of millions.
For rugby union, which has landed a Netflix documentary series in the upcoming Six Nations, it is a pivotal moment that could boost the game’s popularity.
The national unions involved will be flooded with newcomers from corners they did not think was possible if it is a success.
The live TV audience for Scotland’s Six Nations clash with England in 2021 was reported to peak at 8.7 million viewers on ITV.
If the Netflix series captivates 10 per cent of the overall audience on the platform, that exposure will be 3x or 4x larger than a live game on terrestrial TV. If it goes well, it will be 10x or more.
The opportunity here is immense to revive interest in the game and particularly draw in fans from the North American market, which make up nearly a third of all Netflix subs.
Demographically the game has struggled to build fans with Generation Z. Netflix is still the most popular source of video consumption for that generation.
Rugby does not really exist in the realm of Netflix which makes this Six Nations documentary series a huge opportunity to find some footing with a youthful audience.
Rumblings are already afoot that coaches and players alike are unsettled at having no editorial control over the documentary, threatening to derail the series before it is even shot.
Believe it or not, coaches are not producers or directors of smash hit shows so probably shouldn’t have control. If they leave it to those that are, it might have a chance to be.
Fears and insecurities over how they will be perceived are natural but the reality is unlikely to be as harmful as they fear. Netflix is after a successful series and in that sense interests are aligned.
Viewers expect a documentary series to have some warts, particularly a behind-the-scenes sports documentary. What matters more than what is said is whether it triggers the right emotions with viewers, and that is what the experts will attempt to do.
Wales coach Warren Gatland has expressed concerns about the language that will be used and labelled it as potentially ‘inappropriate’. Dropping a few f-bombs or unsavoury comments in a highly emotional pre-game speech is going to harm someone’s reputation far less than what they think.
Springboks coach Rassie Erasmus telling his players to “physically f*** up” the Japanese in his dressing room speech before the World Cup quarter-final in 2019 did not harm his popularity globally. It may have made him more likeable.
It wasn’t what he said but rather what he was trying to do, which was sharpen his side’s mental approach and inspire them to perform with a passionate speech.
What arguably did more harm to his image, outside of South Africa at least, was his Twitter escapades nitpicking refereeing calls after losses, which again was more about the perception of what he was trying to do than what he was actually saying.
It wasn’t the fly-on-the-wall documentary style footage that potentially harmed his popularity, it was social media use, something in his control.
The worrisome reaction by some of the Six Nations teams is perhaps the typical rugby response you would expect, but if the men’s game is unwise enough to bungle this opportunity then maybe the women’s game can take it instead.
A Netflix series for the Women’s Six Nations would be a lightening bolt for the women’s game after a successful Rugby World Cup last November which drew in many new fans.
It would provide the global platform for the players to explode in popularity from where they are now. The players in the women’s game seem more open, and natural in front of a camera than the men, and may even offer a more entertaining series.
If the men’s game continues to shuts itself off from the world at a time when the women’s opens up to it, what could both look like 10 years down the line?
Is it conceivable that the women’s game could tap into a much broader, much wider fanbase than the men’s game? Certainly a Netflix series would be a catalyst to spark that trend.
The Black Ferns supporters that turned out to watch the World Cup in New Zealand were not one-in-the-same with the All Blacks fans, reportedly 70 per cent had never been to a game before.
That is an astounding insight with much larger ramifications. The two versions of the same game could end up with largely separate supporter bases dependent on how they go about growing them.
The men’s game has a head start but his an aging viewership. The women’s game is embryonic in it’s professional era and thus is primed for greater growth.
The one that embraces the digital age on the largest platforms, like Netflix, YouTube and TikTok, is likely to end up the bigger winner. So far the men’s game has been behind the eight ball on all three over the last decade, being late to embrace the social media networks.
If Netflix can make a Korean-language TV show the world’s most popular hit, what can it do for rugby?
If the men don’t want this and lack the foresight to see the opportunity, hand the opportunity over to the women and see what happens.
Comments on RugbyPass
The Hurricanes are good, especially with a decent coach now. However, let’s be real, the Crusaders and Chiefs are clearly a good degree weaker without the players they’ve lost overseas now. The Canes lost one player. It’s also why the aussie teams ‘seem’ to be stronger.
9 Go to commentsOr you could develop your own players instead of constantly taking from the SH competition and weakening it in the process? With all the player and financial resources these unions have compared to SH countries you’d think they could manage that, or is weakening the SH comps and their national sides an added bonus? Probably.
3 Go to commentsNot so fast Aaron, we might need you in black yet lol. God knows he’d be a lot less nerve-racking than hot and (very) cold players like Perofeta. It’s really a shame Reuben Love isn’t playing 10, we’ve got enough 15 options.
4 Go to commentsAnd those from the NH still seem to be puzzled (and delighted) why NZ’s depth isn’t what it once was. Over 600 NZ players overseas, that’s insane. This sort of deal is why Super Rugby coaches have admitted they struggle now to find enough quality to fill out their squads.
6 Go to commentsArticle intéressant ! La question devrait régulièrement se poser pour les jeunes français originaires de Nouvelle-Calédonie, Wallis-et-Futuna et de Polynésie entre la Nouvelle-Zélande et la Métropole… Difficile pour la fédération française de rugby de se positionner : soit le choix est fait de dénicher les jeunes talents et de les faire venir très tôt en Métropole, au risque de les déraciner, soit on prend le risque de se les faire “piller” par les All Blacks qui, telle une araignée, essaye de récupérer tous les talents des îles du Pacifique… À la France de se défendre en développant l’aura du XV de France et des clubs français dans ses collectivités d’Outre-mer !
3 Go to commentsWrong bay. He needs to come to the REAL BAY which is Bay Of Plenty and have a crack at making the Chiefs.
3 Go to commentsIs Barrett going play full back??? They already have all the centers…
15 Go to commentsForgive my ignorance, I might not fully understand so would appreciate clarification: Didn’t the Bulls have to fly with three different carriers, paid for by the South African Rugby Union, whilst Edinburgh got a chartered flight sponsored by EPCR? Also, as far as I understand it South African teams don’t yet share in the revenue from the competition and are not allowed to host Semi-finals or Finals at home. Surely if everyone wants South Africans to “take the competition seriously” then they must make South Africans feel welcome, allow them to share in the revenue, and give them the same levels of access as the teams from the other countries. Just a reminder that South Africa has a large and passionate Rugby audience. Just by virtue of our teams being a part of these competitions means that more of us are likely to watch the knockout games, even if our teams haven’t qualified. It would be silly to alienate such a large audience by making them feel unwelcome.
18 Go to commentsFirst of all. This guy is very much behind the curve. All the bleating, whingeing, whining and moaning took place days ago already. Not adding anything to the topic other than more bleating, whingeing, whining and moaning. 🍼 Second of all, not one mention of the fact that South African teams can’t get home semi finals or finals. The tournament was undermined and devalued by the administrators. 🤡 Thirdly, football teams often have to juggle selections in mid week games, premier games, champions league games etc. and will from time to time prioritize certain titles over others. 🐒 And lastly FEK Neil, and anyone else for that matter, for insisting on telling teams how to manage themselves. If they make what is largely a business decision that suits them and doesn’t suit you - tough shite. 💩 It’s not rocket science as to why the Bulls did what they did. If this guy is too slow to figure it out (and is deliberately not mentioning one of the key reasons why) then he isn’t a journalist. He should join the rest of us pundit plebs in comments section. 🥴
18 Go to commentsSo the first door to knock on Rob is Parliament followed by HMRC. The Irish Revenue deliver a 40% tax relief rebate on the HIGHEST EARNING TEN YEARS of every pro Irish rugby players contract earnings at retirement. That goes a long way to both retaining their best talent and freeing up wages for marquee players. Who knows, if that had been in place in the UK, you might not have been able to poach Hoggy and Jonny Gray from Glasgow…!!!
3 Go to comments1. True, if that “free” ticket means access to all but the prized exhibit - EVIP only. SA cannot host semis, even if they’ve earned it (see Sharks vs ASM Clermont Auvergne at… Twickenham Stoop). 2. Why no selective outrage over Lyon doing the exact same thing a week earlier? Out of all the countries France send the most “B teams”, why nobody talking about “disrespect” and “prioritising domestic leagues” and “kicking them out”? 3. Why no mention of the Sharks fielding all of their Springboks for the second rate Challenge cup QF? No commitment? 4. Why no mention of all the SA teams qualifying for respective euro knock out comps in the two seasons they’ve been in it? How many euro teams have qualified for KO’s in their history? Can’t compete? 5. Why no mention of SA teams beating French and English giants La Rochelle and Saracens? How many euro teams have done that in their history? Add no quality? The fact is that SA teams are only in their second season in europe, with no status and a fraction of the resources. Since joining the URC, SA has seen a repatriation of a number of players, and this will only grow once SA start sharing in the profits of competing in these comps, meaning bigger squads with greater depth and quality, meaning they don’t have to prioritise comps as they have to now - they don’t have imports from Pacifica and South America and everywhere else in between like “European” teams have - also less “Saffas” in Prem and T14, that’s what we want right? 'If the South Africans are in, they need to be all in' True, and we have to ensure we give them the same status and resources as we give everyone else to do just that. A small compromise on scheduling will go a long way in avoiding these situations, but guess what, France and England wont compromise on scheduling because they ironically… prioritise their domestic comps, go figure!
18 Go to commentsthe success of the premiership can be summarized by : only 10 teams. It makes a huge difference with the overcrowded top 14 (let us not talk about Leinster and URC…)
1 Go to commentsGood for him. The ABs were fooling around again with converted fullbacks that had a penetration of a marshmallow. Laumape or as Aki has shown for Ireland, go forward is important in the centres. If it had been DMac - Aki- Aumua - Ioane- Telea- Jordan in France the final result would have been different.
4 Go to commentsDan Carter a apporté son professionnalisme, des méthodes de travail, un esprit qui manquaient à l’USAP. Son influence, même une fois blessé a été énorme. Et pour citer une anecdote, certains soirs il venait de lui-même à l’entraînement des jeunes pour dispenser ses conseils. On ne peut pas compter ce qu’il a apporté au club en heures de jeu sur le terrain. Est-ce que le club en a eu pour son argent ? Avec la publicité sur son nom et le titre, je suppose que oui.
1 Go to commentsThe SA sides are suffering from a bum rap here. There isn’t a side anywhere in the world that would do things differently in their shoes. They’ve been set up to fail in the EPCR comps by vested interests, with last minute intercontinental travel requirements that costs an arm and a leg to book in advance just on the possibility they might be required. And the total nonsense that denies any chance of home venues is entirely biased and absolutely unsporting. Either EPCR, the Top14 & the Gallagher Premiership get it sorted on a fair and equitable sporting basis for ALL participants or expect the ridicule to continue. Right now, these comps are a joke!
18 Go to commentsSA sides should do the right thing and leave the champions cup, they are lowering the standard with completely one sided games, not up to the right level. The greatest club tournament in the world is being banjaxed by the weak SA sides.
18 Go to commentsCouldnt agree more. SA sides need to show more committment and really have a go at the Champions Cup. Its quite possibly the most prestigious title in Europe and SA sides need to respect that prestige and serve up their best. EPCR needs to do more to ensure that sides from South Africa and sides travelling to and from SA have a better chance in this competition. The Bulls were put in a really difficult position of having to travel there and back in one week. One could argue that this is what the SA sides signed up for and that La Rochelle didnt complain or send out weakened sides despite having to travel to SA and back and play on successive weekends but surely the situation is also unfair on La Rochelle as well and so EPCR needs to think about successive gameweeks and the travel effect of the competition
18 Go to commentsI hadn’t watched much Canes this season but sat through a replay of that Chiefs game with no distractions. That pack is beastly. I really like the look of Iose. He loves the tough stuff. The first Quins clip may be the best I have even seen for a TH driving his opposite into oblivion. i need to take your word for the contribution of Walker, but Collier there with a straight back pushing up from under was a lovely thing to see. Have you fallen in love with Baxter also, Nick? I think Stuart Barnes may have written his column about him recently, naked. He positively frothed.
15 Go to commentsSmart guy. I wish he was running the RFU or something!
3 Go to commentsWhy Barrett, when Leinster already have at least 4 top centres.?
15 Go to comments