OTT and Participatory Cultures: The Case of Netflix’s Wednesday


The advent of OTT brought about a comfort in viewing, a personal safe space to indulge into, to escape the bitterness of reality, at your own convenience. The OTT industry off-lately experienced a sharp spike as viewer numbers shot up to touch millions to survive the idleness of the pandemic. Who doesn’t want the freedom to choose what they want to see whenever they wish? That’s what the OTT industry brings to the table. But for some shows more than the others, the feeling of connection doesn’t just stop at appreciation but goes on to create a deepened sense of association. This research aims at understanding how the modern, popular Netflix show ‘Wednesday’ influenced audiences, how participatory cultures formed around it and how it was able to revive the Gothic subculture. The show was deeply analyzed to identify the fashion and music elements that influence the audience behavior. The research methodology used will be netnography, to understand the reception of the show and the impact it has had via the subreddits on the ‘Reddit’ platform. The aim of this research is therefore to understand the specific elements in a particular OTT show that make people participate and form fan communities and deciphering these factors will allow content creators in the entertainment industry to design superior content that can gain popularity easily and stand out in the vast content pool available at everybody’s fingertips today. The major themes identified were the Dark vibe, the classical music used, Tiktok as a tool to elevate their success and relatability with the show.

Author Information
Nikita Chowdhary, FLAME University, India

Paper Information
Conference: ACCS2023
Stream: Cultural Studies

This paper is part of the ACCS2023 Conference Proceedings (View)
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To cite this article:
Chowdhary N. (2023) OTT and Participatory Cultures: The Case of Netflix’s Wednesday ISSN: 2187-4751 The Asian Conference on Cultural Studies 2023: Official Conference Proceedings
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Posted by James Alexander Gordon