It’s a trend that’s showing no sign of slowing—Netflix cheating, or more specifically, watching a show ahead of the person or people you’re supposed to be watching with.
To help Netflix cheaters make things right, Spark and Colenso BBDO have created a website giving the self-indulgent and guilty characters a space to confess and apologise for their behaviour.
A person who visits the website is first prompted to come to admit their streaming infidelity. After disclosing details of the incident(s), they are offered the chance to make up for it by sending a personalised apology card to the betrayed, with a moving message written by Colenso.
To get the wheels of confession rolling, Spark and Netflix kicked things off with a minute-long spot on social media. The short video sees a betrayed Netflix partner (ZM host Megan Papas) force her partner to uncover his cheating ways using a truck-sized hint.
Spark’s head of brand, communications and experience, Sarah Williams, explains, while the card might not turn back time or make it possible for offenders to ‘unsee’ episodes, it signifies a pledge taken by the cheater to end the behaviour.
"It’s a confession, apology and silver lining all in one, hopefully helping Netflix streamers grow stronger for episodes to come.”
The phenomenon of Netflix cheating exists all over the world and a similar scheme exists overseas to contain illusive Netflix consumers; U.K ice cream brand Cornetto created commitment rings to stop people watching shows unless their partner is present.