Earlier than the sci-fi collection “Stranger Issues” premiered on Netflix, a number of conventional studios had already handed on it. Its creators had been first-time present runners, unknown younger actors had been forged in lead roles, and though the present starred children, it was not for youngsters.
That was 9 years in the past.
The Nineteen Eighties-set present a few monster that wreaks havoc on fictional Hawkins, Ind., hit a chord with Netflix’s world subscribers. “Stranger Issues” has since turn out to be one of many streamer’s most culturally important reveals, with its fourth season garnering 140.7 million views in its first three months and rating third amongst its high English-language collection. It was instrumental in rising new branches of enterprise for Netflix, together with reside occasions, a Broadway manufacturing and impressed manufacturers desperate to associate on licensed merchandise. It turned a serious franchise for the platform, an opportunity to construct a universe round its central characters and create its personal model of “Star Wars.”
Rayna Lynn Chacon, 26, from Los Angeles clothes as Eleven from “Stranger Issues” through the Netflix x CicLAvia occasion.
(Kayla Bartkowski / Los Angeles Instances)
The present helped construct Netflix’s popularity as a spot that makes massive bets on unique concepts and, if it’s a success, can construct a big fandom for such applications with its worldwide subscriber base.
Netflix took an opportunity on present runner brothers Matt and Ross Duffer. The pair by no means imagined the collection, which held its first premiere in Silver Lake at Mack Sennett Studios, would take off the way in which it did.
That wasn’t misplaced on Matt Duffer, who stood on stage on the ultimate season premiere contained in the historic TCL Chinese language Theatre in Hollywood earlier this month. It was the identical place “Star Wars” premiered in 1977.
“For me, as a nerd, this can be a dream come true,” Duffer instructed the viewers.
In an interview, Bela Bajaria, the chief content material officer at Netflix, lauded the success of the collection: “You may take a wager on an unique story, and develop it to a serious franchise that has huge world attraction.”
Different Netflix reveals, like “Home of Playing cards,” have actually captured the zeitgeist earlier than, however co-CEO Ted Sarandos stated he believes “Stranger Issues” stands above some earlier hits.
“This was loads nearer to a ‘Star Wars’ second,” Sarandos stated talking on stage on the “Stranger Issues” ultimate season premiere in Hollywood earlier this month. “This can be a present, and these are characters that transfer the tradition, that spawned reside occasions and shopper merchandise and spinoffs and sequels … All the things from the primary episode of the primary season to ‘The First Shadow,’ the Broadway present, the origin story of the Upside Down, it has been and continues to be a exceptional addition to leisure tradition.”
The 4 previous seasons of “Stranger Issues” made it into Netflix’s High 10 this previous week, Netflix stated. From 2020 to the second quarter of 2025, “Stranger Issues” earned greater than $1 billion in world streaming income for Netflix and was answerable for greater than 2 million new subscriber acquisitions, in line with estimates from Parrot Analytics, which tracks streaming knowledge. Netflix declined to touch upon Parrot’s estimates.
“Each single streaming service wants that anchor collection that drives buyer acquisition and helps outline the unique programming,” stated Brandon Katz, director of insights and content material technique at Greenlight Analytics, including for Hulu it was “The Handmaid’s Story” and for Disney+, “The Mandalorian.” “’Stranger Issues’ has undoubtedly been that for Netflix. Each few years that it does air, Netflix is aware of there’s a assured excessive ceiling of acquisition, retention and viewership energy,” Katz stated.
Members bike previous a Demogorgon sleigh through the Netflix x CicLAvia occasion.
(Kayla Bartkowski / Los Angeles Instances)
“Stranger Issues” additionally helped Netflix develop into licensed items, with manufacturers desperate to associate with the platform. There are themed Eggo breakfast meals, Lego units and clothes.
The collection “has been a catalyst for Netflix to discover all the methods wherein a single leisure property may be was a whole world way of life,” stated Robert Thompson, director of the Bleier Heart for Tv and Fashionable Tradition at Syracuse College.
Its recognition has helped different artistic collaborators as effectively.
Artists whose songs had been featured on the present climbed the charts. Kate Bush’s “Operating Up That Hill” was featured in Season 4 and reached No. 1 on the Billboard International 200 and No. 4 on the Billboard Sizzling 100, 37 years after its unique launch, Netflix stated. Metallica’s 1986 tune “Grasp of Puppets” additionally broke the U.Ok. High 30 for the primary time after it performed through the Season 4 finale, the streamer added.
The collection has been acknowledged with greater than 65 awards and 175 nominations. Netflix estimates “Stranger Issues” has helped create 8,000 production-related jobs within the U.S. over its 5 seasons and, since 2015, contributed greater than $1.4 billion to U.S. GDP. In California, Netflix estimates the collection contributed greater than $500 million of GDP.
Netflix is doing a big advertising and marketing push with fan occasions in 28 cities and 21 international locations because the collection attracts to a detailed. On Sunday, the streamer hosted a motorcycle journey on a stretch of Melrose Avenue in partnership with CicLAvia the place 50,000 followers had been inspired to decorate in ’80s apparel, or as a “Stranger Issues” character. On Thursday, a “Stranger Issues” float appeared within the Macy’s Thanksgiving Day parade.
The corporate started a phased launch of the ultimate season with 4 episodes that debuted Wednesday. One other three episodes will land on Christmas Day and a two-hour finale Dec. 31 on Netflix. The finale may also play in additional than 350 film theaters within the U.S. and Canada on Dec. 31 and Jan. 1.
“Stranger Issues” followers Kelly Audrain and Jason Serstock stated they’ve been rewatching the present from the start to refresh their recollections on the entire story, and had been nonetheless on Season 2 as of earlier this month. The couple attended the premiere of the final season in Hollywood.
“The entire costuming and all the pieces was so excellent that you just simply really feel such as you’re taken again to the ’80s,” 29-year-old Audrain stated, who was dressed as “Stranger Issues” character Eleven in a pink costume and sporting a mock bloody nostril.
Lilia Lupercio, 53, left, Audrey Haluska, 15, heart, and Janet Lupercio, 45, proper, from Downey pose for {a photograph} with a “Stranger Issues” backdrop.
(Kayla Bartkowski / Los Angeles Instances)
Netflix is increasing the present’s universe with the animated collection “Stranger Issues: Tales from ‘85” subsequent yr. In April, Netflix’s “Stranger Issues: The First Shadow” stage play hit Broadway. The corporate has additionally opened “Stranger Issues” pop-up shops, held reside experiences and can characteristic immersive experiences at its Netflix Home areas, together with “Stranger Issues: Escape the Darkish” in Dallas. In Las Vegas, Netflix will provide themed meals like Surfer Boy Pizza at its Netflix Bites restaurant.
The Duffers not too long ago instructed Deadline a by-product is within the works at Netflix. Bajaria declined to share something about that however stated, “I feel the world is actually wealthy and there’s nonetheless plenty of story in there.”
However there are challenges forward. Netflix, seen because the chief in subscription streaming, has had two main flagship collection finish this yr — “Stranger Issues” and Korean-language drama “Squid Sport.” Analysts say the corporate might want to preserve pumping out well-liked reveals and flicks to maintain subscribers coming again.
Netflix has efficiently expanded its “Squid Sport” franchise to incorporate actuality competitors collection “Squid Sport: The Problem,” the place greater than 95% of watchers additionally tuned into the scripted collection. Different well-liked franchises like Addams household collection “Wednesday,” pirates story “One Piece” and Regency-era romance “Bridgerton” are ongoing. Netflix’s hit animated film “KPop Demon Hunters” will get a sequel.
Individually, Netflix positioned a bid on components of Warner Bros. Discovery, with curiosity in Warner’s Burbank studios and HBO, in line with individuals acquainted with the matter. If the acquisition is profitable, it might drastically develop Netflix’s library of titles and mental property.
Whereas the Duffer brothers nonetheless have tasks with Netflix, they not too long ago signed a four-year unique take care of Paramount for characteristic movies, TV and streaming tasks. Some business observers considered that as a loss for Netflix.
Omar Chavez, 42, left, and Jenna Chavez, 28, proper, from West Hollywood stroll previous a poster through the Netflix x CicLAvia occasion.
(Kayla Bartkowski / Los Angeles Instances)
“The Duffers are so younger, and so they’re simply actually starting their journey,” stated Tom Nunan, a former studio and community government. “I’ve little question they’ll be pushing out extra hits and extra of quite a lot of successes sooner or later,” he stated, including that the brothers’ work at Paramount may compete with Netflix.
However Bajaria famous that the Duffers nonetheless have some tasks within the works at Netflix, together with sci-fi collection “The Boroughs” and horror collection “One thing Very Dangerous Is Going to Occur.”
“They’re all the time gonna be a part of the Netflix household and I’m excited we nonetheless have extra issues with them,” Bajaria stated.
Instances workers author Meg James contributed to this text.
