From zeitgeist to zeitghost: How Netflix kept a hold on viewers—but lost its spot in pop culture
Netflix has been pumping out original content for so long and at such an immense scale that it recently released its second original movie entitled War Machine . Although the Brad Pitt-starring first iteration sank like a stone in 2017, the unrelated new War Machine , led by Reacher ’s Alan Ritchson, was reportedly a ratings smash, hitting 10th on Netflix’s all-time most-watched movies list ,…
Netflix has been churning out original content at an astonishing pace, reaching 325 million subscribers worldwide. Despite this, engagement with their streaming service has reportedly declined, with members watching an average of 49 hours per month in 2026, a drop from 66 hours just a few years prior. The platform's latest original movie, War Machine, starring Brad Pitt, has garnered over 140 million views, but it seems that simply having a large number of viewers isn't translating into significant cultural impact.
Netflix's recent releases include a mix of successful projects like HBO's The Witcher and Apple TV's Widow's Bay, as well as many others that haven't quite resonated with audiences. The sheer volume of content, coupled with the rise of competing streaming services like TikTok, has made it increasingly difficult for Netflix to maintain its status as a cultural touchstone.
While the platform is still a dominant force in the streaming wars, it may be shifting towards being more of a "zeit ghost" than a driving force in pop culture.
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