The Real Winner In The Chris Rock-Will Smith Feud? Netflix

Smith, right, hits presenter Chris Rock while presenting the award for best documentary feature at ... [+] the 2022 Oscars.

It took a year for Chris Rock to address the slap seen ‘round the world during last year’s Oscars, when actor Will Smith stormed the stage to slap the comedian after the latter joked about Smith’s wife, Jada Pinkett Smith.

But what Rock’s response lacked in timeliness, it more than made up for in brutality—this time using words, not fists. And Netflix was the biggest beneficiary.

Rock’s Netflix special Selective Outrage, in which he discussed the slap and the Smiths, debuted Saturday night and immediately became a top trending topic on Google, generating more than 200,000 searches, and Twitter, where Rock and Smith remained trending on Sunday.

Perhaps more importantly in the big picture, it gave Netflix a huge win in the streaming wars, which are evolving into another phase post-pandemic as people winnow their streaming subscriptions and buzz carries more importance as subscription levels become more volatile.

Industry experts say Netflix hopped on the Rock special at the right time, and they anticipate a rise in live, socially relevant content from the streamer as well as its competitors.

“We expect to see more live programming at all the streamers, including Netflix—sports, live events, music, festivals, etc. It drives differentiation, reaches broad audiences, and provides valuable IP [intellectual property] for their libraries,” says Linda Ong, CEO and founder of CULTIQUE, a strategic cultural advisory. “On top of that, live programming is very advertiser-friendly, a key constituent as Netflix builds their AVOD [advertising-supported video on demand] offering.

“Ironically, all of this mirrors the OG broadcast model. which means that the industry's poster child of innovation is actually going back in time to drive appointment viewing.”

During the special, which aired live but remains available for playback in the Netflix library, Rock accused Smith of “selective outrage” when it came to his wife, citing rumors about the Smiths’ marriage and infidelities that have floated for years. “She hurt him way more than he hurt me, okay?” said Rock.

Online, people dissected Rock’s routine, which built up to addressing the Smith slap and ended once he’d said his piece. It was exactly the type of buzz-builder Netflix likely envisioned when it announced the special last fall.

“From a cultural perspective, the buzz alone is priceless—from the timing (a week before the Oscars, around the one-year anniversary of the slap) to talent well-versed in controversy (Chris Rock's set is sure to offend people, as evidenced by out-of-town previews), to Netflix’s "eventizing" of the special, with pre- and post-show content. Expect to see a lot of chatter long after the live show has aired,” Ong says. “On top of that, Chris Rock has mostly laid low since last year's Oscars, so there's pent-up demand to hear his take.”

She says Netflix should be pleased with the outcome even if the special itself doesn’t break any viewership records. It’s more about perception of relevancy and buzz, which can help a streamer stand out in this crowded environment where second-tier players like Paramount+ are gaining ground.

“From a business perspective, Netflix is likely hoping to attract new subscribers or retain ones at risk of churning in a competitive streaming market,” she says. “The live viewership numbers are likely less important to them, but at the least, they'll be boasting about a healthy cume, including afterplays.”