Netflix, often regarded as the dominant force in streaming, is making waves this summer by diving into the shark programming waters traditionally dominated by Discovery Channel and National Geographic. As the summer heats up, so does the competition for viewers’ attention, with Netflix launching its own slate of shark-themed content to rival the established SharkFest and Shark Week.
This holiday weekend, National Geographic Channel’s 13th annual SharkFest kicks off, preceding Discovery Channel’s 37th Shark Week. However, the real disruption comes from Netflix, which has already made a splash with its documentary Shark Whisperer, premiering on June 30. The film, directed by Oscar-winner James Reed of My Octopus Teacher fame, follows Ocean Ramsey, who takes a controversial approach to marine conservation by swimming freely with sharks. The documentary has consistently ranked among Netflix’s top 10 films, indicating a strong viewer interest.
Netflix’s Bold Move into Shark Programming
Netflix is not stopping with Shark Whisperer. On July 4, it introduced All the Sharks, a competition series where teams of shark experts vie to photograph the most shark species within a set timeframe, with a $50,000 prize for their chosen marine charity. This strategic programming move by Netflix aims to capture audiences before SharkFest and Shark Week even begin.
By the time SharkFest premieres, audiences might already feel saturated with shark content, especially following the recent 50th anniversary of Jaws on June 20, 1975. National Geographic is banking on the enduring appeal of sharks to draw viewers, offering 25 hours of programming, including the highlight Jaws @ 50: The Definitive Inside Story, authorized by Steven Spielberg’s Amblin Entertainment.
The Impact of Jaws and Shark Programming
Jaws has left an indelible mark on shark-related media and public perception. The film’s influence is evident in the programming choices of SharkFest, which aims to capitalize on the nostalgia and fascination surrounding the iconic movie. However, Ocean Ramsey, the star of Shark Whisperer, criticizes the sensationalism often associated with shark portrayals in media.
“It doesn’t really help that a lot of mainstream, traditional media has dramatized and sensationalized sharks because Jaws was, you know, a Hollywood-blockbuster kind of film,” Ramsey told THR.
Ramsey’s partnership with Netflix allows her to present sharks in a more nuanced light, focusing on their behavior and conservation rather than fear and sensationalism. This approach aligns with a growing global awareness of the importance of marine conservation, particularly in the face of threats like shark finning.
SharkFest vs. Shark Week: A Battle for Viewership
While Netflix is making significant inroads, SharkFest and Shark Week remain formidable competitors. Last year, SharkFest garnered over 69 million hours of viewing, including streaming on Disney+ and Hulu. Janet Han Vissering, a senior VP at National Geographic, emphasizes the scientific approach of SharkFest, contrasting it with the more entertainment-focused Shark Week.
“SharkFest puts sharks where they belong — at the center of every story. We work hand-in-fin with leading experts to capture breakthrough research, rare behaviors and untold perspectives,” said Vissering.
Meanwhile, Shark Week continues to leverage its strong brand and first-mover advantage, maintaining cultural relevance with 25 million viewers last year. The programming often features lighter, more sensational content, appealing to a broad audience.
Looking Ahead: The Future of Shark Programming
As Netflix continues to expand its content offerings, the competition among streaming platforms and traditional networks will likely intensify. The success of shark programming this summer could influence future content strategies, with potential shifts towards more educational and conservation-focused narratives.
Ocean Ramsey’s collaboration with Netflix represents a new direction in shark programming, one that prioritizes reality over sensationalism. As audiences become more discerning, the demand for authentic and informative content may grow, challenging traditional media to adapt.
Ultimately, the battle for viewers’ attention during the summer shark season underscores the evolving landscape of media consumption, where streaming giants like Netflix are increasingly setting the pace.
