Joined CyberZ/BABEL LABEL from Netflix. Special conversation between Nahomi Sato and Hisato Yamada [Director's Interview Vol.300]

The important thing is user attributes < strong works

Q: I think that the thoughts of producers and writers and the marketing perspective sometimes clash. Especially in Japan, there are many projects that aim to "recoup domestic revenue" by taking into account user attributes. Do you two think that user attributes have changed in recent years?

Yamada: With the introduction of Netflix, I definitely feel that Japanese viewers have started watching more overseas works than ever before. At the same time, the perspective of "how much Japanese works are being watched overseas" has been born. I think the view of "I'll watch it because it's popular overseas" is spreading.

Sato: Producer Akira Isoyama, who I worked with on Let's Get a Divorce , is the same person who worked on Ikebukuro West Gate Park . Because of that connection, I decided to release it on Netflix on New Year's Day 2023, asking people to watch Ikebukuro West Gate Park , and it got an overwhelming response. At that time, I felt that if the work was strong, it would attract viewers. Various perspectives have emerged and the way we present it to viewers has changed, but I think the most important thing is to "create a strong work."

Q: I think Netflix's current core users are roughly in their 20s and 30s. Do you discuss this demographic when planning and developing content?

Yamada: No, we don't really talk about that within BABEL LABEL. What I often say is, "Just decide on the output destination and make a proposal." Is it Netflix, a TV drama, a movie...? I think it's very important to have an image of it being watched in that medium. For example, if you make a work that is well-received on Netflix, you don't have to discuss whether it will appeal to people in their mid-20s.

On the other hand, we are sometimes told by broadcasting stations and other output destinations that they want programs that are conscious of appealing to older users, but apart from those instances, we have never thought about what age group we would like to see watch our programs.

Q: I see. So depending on who you partner with, you end up adjusting the plan to take advantage of the strengths of that medium.

Yamada: That's right. Sometimes I look at a project and think, "Maybe this would be better as a movie instead of a TV drama?"

Changes in the sense of speed within the industry over the past 10 years