When Wednesday was released in November 2022, little did everybody know that this series was going to create a buzz. What started as a fun spin-off of The Addams Family quickly became a worldwide craze, influenced by TikTok, and set huge viewership records, ultimately setting the stage for a billion-dollar franchise.
This wasn’t a stroke of luck. Behind the scenes, Netflix rolled out a smart, well-planned marketing gimmick. From viral social media moments and immersive fan experiences to influencer-driven buzz and a perfectly timed release, every move was carefully designed.
In this article, we will take a closer look at how Netflix pulled it off. From the unforgettable “Wednesday Island” event in Sydney to the TikTok dance trend that took over the internet, we’ll break down the strategies and share key lessons every business owner, marketer, and creator can learn from.
How Netflix Made Wednesday the Show Everyone’s Talking About?
Why the Show Resonated?
A New Kind of Teen Heroine
Why Everyone Wanted to Be Wednesday?
How Wednesday Turned Into a Business Powerhouse for Netflix?
How Netflix Made Wednesday the Show Everyone’s Talking About?
Strategic Release Timing
Netflix dropped on Wednesday, November 23, 2022, right before the holiday season, when people naturally had more free time to binge-watch.
- Holiday Season Advantage: Families and students were at home, ready to stream.
- Minimal Competition: Rival OTT platforms had no major launches at the same time, giving Wednesday room to dominate.
- Binge-Friendly Momentum: Releasing all episodes together encouraged quick watching and immediate social media buzz.
This smart timing helped Wednesday top streaming charts globally and sustain conversations for months.
The Power of TikTok & Social Media Virality
One of the biggest catalysts for Wednesday’s global success was the viral dance scene performed by Jenna Ortega.
- TikTok users recreated the dance millions of times, using Lady Gaga’s “Bloody Mary” remix.
- Memes, fan edits, and reaction videos spread across different online platforms, boosting the show’s reach beyond Netflix’s traditional marketing.
- Even celebrities and influencers joined the trend, keeping Wednesday in the spotlight.
Experiential Marketing: Sydney’s “Wednesday Island”
One of Netflix’s boldest stunts was transforming Cockatoo Island in Sydney into Wednesday Island, a gothic-themed experiential space replicating Nevermore Academy.
- Influencers and creators from around the world were flown in.
- The event featured immersive sets, gothic aesthetics, and live performances, including a show by pop artist Peach PRC.
- Attendees flooded TikTok, Instagram, and Twitter with content, turning a local activation into a global buzz generator.
This campaign proved how experiential marketing + influencer amplification can scale far beyond the physical event.
Influencers & Smart Collaborations
Netflix didn’t just rely on organic virality. It tapped into influencers and creators already in tune with cultural trends:
- Influencers received early access to props, clips, and experiences, making their content feel authentic rather than promotional.
- Their posts reached audiences Netflix couldn’t get through ads alone.
- Meanwhile, Jenna Ortega herself became the face of the campaign, her dance, interviews, and natural charisma turning her into both the star and the brand ambassador.
Building a Franchise, Not Just a Show
Netflix marketed Wednesday as more than just another series. The company positioned it as a franchise-in-the-making:
- Merchandising: From Funko Pop collectibles to apparel, Wednesday turned into a brand.
- Spin-off Potential: Netflix hinted at expanding The Addams Family universe for future seasons.
- Cross-Platform Engagement: Interactive posts, quizzes, and themed Instagram filters kept fans engaged even after watching.
This approach transformed Wednesday from a one-season hit into a long-term cultural property.
Global Appeal & Localized Marketing
Netflix ensured Wednesday wasn’t just big in the U.S., but also became a global hit.
- Multi-Language Dubbing/Subtitles: Available in over 30 languages, helping the show trend in markets like India, Brazil, and Spain.
- Localized Campaigns: Country-specific billboards, fan contests, and influencer tie-ups tailored the buzz for each region.
- Universal Themes: The dark-comedy + coming-of-age storyline appealed across cultures.
The Results: A Streaming Record-Breaker
The payoff was massive:
- Wednesday broke Netflix’s record for the most hours viewed in a week for an English-language series (341.2 million hours).
- It topped charts in 83 countries simultaneously.
- Within weeks, it became Netflix’s third most-watched show ever, only behind Stranger Things and Squid Game.
Season 2 Success: No Signs of Slowing Down
When Wednesday Season 2 launched, it proved the hype wasn’t just a one-time phenomenon.
- The season opened with 50 million views and 201 million hours watched in its first week.
- It climbed to #1 in 91 countries, surpassing even its first-season momentum.
- Netflix’s decision to split Season 2 into two parts kept audiences engaged longer and fueled social buzz.
Why the Show Resonated?
Wednesday works because it’s more than just another reboot. It’s a mashup of genres: part supernatural mystery, part coming-of-age drama, part dark comedy. Ortega’s Wednesday is both an outsider and the “it girl,” someone who’s too cool to care but secretly vulnerable.
Think of it as The Addams Family meets Emily in Paris with a dash of Harry Potter boarding-school vibes. Except unlike Emily, who annoyed critics with her relentless perkiness, Wednesday’s cutting wit and unapologetic weirdness felt relatable, especially to anyone who’s ever felt like an outcast.
Pratyusha Srivastava
A New Kind of Teen Heroine
Wednesday isn’t written as a squeaky-clean protagonist. She’s stubborn, obsessive, and often cruel to the people who care about her. Fans online debated whether she was coded as anti-social, neurodivergent, or simply a Byronic antihero in the vein of Heathcliff or Chuck Bass.
Yet that’s exactly the point: she’s flawed, and that makes her fascinating. Underneath the murder mystery and gothic aesthetics is a story about taking responsibility for your actions, your relationships, and your identity.
Why Everyone Wanted to Be Wednesday?
At its heart, the show taps into a simple fantasy: what if your quirks, darkness, and refusal to conform weren’t weaknesses but superpowers? On screen, Wednesday’s sharp tongue and lack of interest in fitting in make her invincible against bullies and magnetic to misfits.
That’s the magic formula: in a culture that often pressures young people to be relentlessly likable, Wednesday permits them to embrace the opposite. She’s cool not because she tries, but because she refuses.
How Wednesday Turned Into a Business Powerhouse for Netflix?
Boost in Subscriptions (Q4 2022–2023):
Released in November 2022, the series gave Netflix the year-end boost it needed. According to Netflix’s earnings report, Q4 2022 saw 7.7 million new subscribers globally, exceeding Wall Street expectations. Industry experts credit Wednesday, alongside Glass Onion: A Knives Out Mystery, as the key drivers of this surge.
Standing Strong Against Competitors
At the time, Netflix was under pressure from Disney+ and HBO Max, both expanding aggressively with blockbuster content like Andor (Disney+) and House of the Dragon (HBO). Wednesday’s breakout success helped Netflix reassert dominance, proving that the platform could still create globally viral shows that appeal across age groups, from Gen Z binge-watchers to nostalgic Addams Family fans.
The Ripple Effect Beyond Streaming
Wednesday quickly transcended its role as just a series. Jenna Ortega’s “Wednesday dance” became a viral TikTok trend, sparking millions of user-generated videos and driving cross-platform engagement. Fashion retailers saw spikes in searches for “Wednesday Addams dress” and gothic-inspired outfits. Even the Addams Family, related merchandise got a new lease of life, from Funko Pop collectibles to Halloween costumes. The show turned into a pop-culture wave that extended Netflix’s influence far beyond its platform.
Conclusion
Netflix’s Wednesday wasn’t just another show dropped on a streaming platform; it became a worldwide craze. With viral social media moments, influencer buzz, and a perfectly planned release, Netflix turned a gothic teen drama into a cultural icon and a franchise-in-the-making.
In addition, the message to marketers is clear that content that is creatively backed by a sound strategy can grow beyond the screen to spark conversations, trends, and even whole movements.
Ria Puneyani
FAQs
Why did Wednesday become so popular?
The show combined a unique mix of gothic aesthetics, mystery, coming-of-age drama, and dark comedy. Social media virality, especially Jenna Ortega’s dance scene on TikTok, also fueled its success.
What was “Wednesday Island” in Sydney?
“Wednesday Island” was an immersive marketing stunt where Netflix transformed Cockatoo Island in Sydney into a gothic Nevermore Academy experience. Influencers and creators attended, flooding social media with content that drove global buzz.
Where can I watch Wednesday?
Wednesday is available exclusively on Netflix in multiple languages worldwide.