How ‘Stranger Things’ became Netflix’s ‘Star Wars,’ propelling it into Hollywood’s stratosphere
Before the premiere of the science fiction series “Stranger Things” on Netflix, several traditional studios had already relayed it. Its creators were first-time series creators, young, unknown actors played lead roles, and although the series starred children, it was not for children.
It was nine years ago.
The 1980s-set show about a monster that wreaks havoc in fictional Hawkins, Indiana, has struck a chord with Netflix subscribers around the world. “Stranger Things” has since become one of the streamer’s most culturally significant shows, with its fourth season garnering 140.7 million views in its first three months and ranking third among its top English-language series. This has been instrumental in developing new lines of business for Netflix, including live events, Broadway production, and inspired brands willing to partner on licensed products. It has become a major franchise for the platform, an opportunity to build a universe around its central characters and create your own version of “Star Wars”.
Rayna Lynn Chacon, 26, of Los Angeles, dresses as Eleven from “Stranger Things” at the Netflix x CicLAvia event.
(Kayla Bartkowski/Los Angeles Times)
The show helped build Netflix’s reputation as a site that bets big on original ideas and, if successful, can create a large fandom for such programs with its global subscriber base.
Netflix took a chance with brothers Matt and Ross Duffer, the showrunners. The couple never imagined the series, which had its first premiere in Silver Lake at Mack Sennett Studios, would take off the way it did.
That wasn’t lost on Matt Duffer, who took the stage at the latest season premiere at the historic TCL Chinese Theater in Hollywood earlier this month. This is where “Star Wars” premiered in 1977.
“For me, as a nerd, this is a dream come true,” Duffer told the audience.
In an interview, Bela Bajaria, head of content at Netflix, praised the success of the series: “You could bet on an original story and make it a major franchise that has huge global appeal. »
Other Netflix shows, like “House of Cards,” have certainly already captured the zeitgeist, but co-CEO Ted Sarandos said he thinks “Stranger Things” stands out from some previous hits.
“It was much closer to a “Star Wars” moment,” Sarandos said at the premiere of the final season of “Stranger Things” in Hollywood earlier this month. “It’s a show, and it’s culture-moving characters that have spawned live events, consumer products, spinoffs and sequels…Everything from the first episode of the first season to ‘The First Shadow,’ the Broadway show, the origin story of the Upside Down, it has been and continues to be a remarkable addition to entertainment culture.”
The final four seasons of “Stranger Things” entered Netflix’s Top 10 last week, Netflix said. From 2020 through the second quarter of 2025, “Stranger Things” generated more than $1 billion in global streaming revenue for Netflix and was responsible for more than 2 million new subscriber acquisitions, according to estimates from Parrot Analytics, which tracks streaming data. Netflix declined to comment on Parrot’s estimates.
“Every streaming service needs a flagship series that drives customer acquisition and helps define original programming,” said Brandon Katz, director of insights and content strategy at Greenlight Analytics, adding that for Hulu, it was “The Handmaid’s Tale” and for Disney+, “The Mandalorian.” “‘Stranger Things’ has definitely been that for Netflix. Every few years it’s on, Netflix knows there’s a guaranteed high ceiling of acquisition, retention and audience power,” Katz said.
Attendees walk past a Demogorgon sled during the Netflix x CicLAvia event.
(Kayla Bartkowski/Los Angeles Times)
“Stranger Things” has also helped Netflix expand into licensed products, with brands keen to partner with the platform. There are Eggo themed breakfast foods, Lego sets and clothing.
The series “was a catalyst for Netflix to explore all the ways a single entertainment property can be transformed into a global lifestyle,” said Robert Thompson, director of the Bleier Center for Television and Popular Culture at Syracuse University.
His popularity has also helped other creative collaborators.
Artists whose songs were featured on the show climbed the charts. Kate Bush’s “Running Up That Hill” was featured in Season 4 and reached No. 1 on the Billboard Global 200 and No. 4 on the Billboard Hot 100, 37 years after its original release, Netflix said. Metallica’s 1986 song “Master of Puppets” also reached the UK Top 30 for the first time after being performed during the Season 4 finale, the streamer added.
The series has been recognized with more than 65 awards and 175 nominations. Netflix estimates that “Stranger Things” helped create 8,000 production-related jobs in the United States over its five seasons and, since 2015, has contributed more than $1.4 billion to U.S. GDP. In California, Netflix estimates the series contributed more than $500 million to GDP.
Netflix is running a massive marketing campaign with fan events in 28 cities and 21 countries as the series comes to an end. On Sunday, the streamer hosted a bike ride down a stretch of Melrose Avenue in partnership with CicLAvia, where 50,000 fans were encouraged to dress in ’80s clothing or as a character from “Stranger Things.” A “Stranger Things” float appeared in the Macy’s Thanksgiving Day Parade on Thursday.
The company began a phased release of the final season with four episodes that debuted on Wednesday. Three more episodes will arrive on Christmas Day and a two-hour finale on December 31 on Netflix. The finale will also be shown in more than 350 theaters across the United States and Canada on December 31 and January 1.
“Stranger Things” fans Kelly Audrain and Jason Serstock said they rewatched the show from the beginning to refresh their memories on the whole story, and were still in Season 2 as of earlier this month. The couple attended the premiere of the final season in Hollywood.
“The whole costume set and everything was so perfect it felt like you were transported back to the ’80s,” said Audrain, 29, dressed as “Stranger Things” character Eleven in a pink dress and sporting a fake bloody nose.
Lilia Lupercio, 53, left, Audrey Haluska, 15, center, and Janet Lupercio, 45, right, of Downey pose for a photo against the backdrop of “Stranger Things.”
(Kayla Bartkowski/Los Angeles Times)
Netflix is expanding the series universe with the animated series “Stranger Things: Tales from ’85” next year. In April, Netflix’s play “Stranger Things: The First Shadow” opened on Broadway. The company has also opened “Stranger Things” pop-up stores, hosted livestream experiences and will offer immersive experiences at its Netflix House locations, including “Stranger Things: Escape the Dark” in Dallas. In Las Vegas, Netflix will offer themed meals like Surfer Boy Pizza at its Netflix Bites restaurant.
The Duffers recently told Deadline that a spinoff was in the works at Netflix. Bajaria declined to share anything about it, but said: “I think the world is really rich and there are still a lot of stories in there. »
But there are challenges ahead. Netflix, considered the leader in subscription streaming, completed two major flagship series this year: “Stranger Things” and the Korean drama series “Squid Game.” Analysts say the company will need to continue streaming popular shows and movies to retain its subscribers.
Netflix successfully expanded its “Squid Game” franchise to include the reality series “Squid Game: The Challenge,” where over 95% of viewers also watched the scripted series. Other popular franchises like the Addams Family series “Wednesday,” the pirate tale “One Piece” and the Regency-era romance “Bridgerton” are in the works. Netflix’s hit animated film “KPop Demon Hunters” will have a sequel.
Separately, Netflix made an offer for parts of Warner Bros. Discovery, with interests in Warner Studios in Burbank and HBO, according to people familiar with the matter. If the acquisition is successful, it would significantly expand Netflix’s library of titles and intellectual property.
While the Duffer brothers still have projects with Netflix, they recently signed an exclusive four-year deal with Paramount for feature film, television and streaming projects. Some industry observers saw this as a loss for Netflix.
Omar Chavez, 42, left, and Jenna Chavez, 28, right, of West Hollywood, walk past a poster at the Netflix x CicLAvia event.
(Kayla Bartkowski/Los Angeles Times)
“The Duffers are so young and they’re just beginning their journey,” said Tom Nunan, a former studio and network executive. “I have no doubt that they will release more hits and more varied hits in the future,” he said, adding that the brothers’ work at Paramount could rival that of Netflix.
But Bajaria noted that the Duffers still have a few projects in the works at Netflix, including the sci-fi series “The Boroughs” and the horror series “Something Very Bad Is Going to Happen.”
“They will always be part of the Netflix family and I’m excited that we have even more stuff with them,” Bajaria said.
Times staff writer Meg James contributed to this article.
