With the final season of Stranger Things upon us, it's hard not to reflect on the show's impact on streaming television. Premiering in July 2016, the Netflix series has become an emblem of streaming's algorithmic philosophy, shaping how original content is conceived and delivered.
In its early days, streaming was still finding its identity. Netflix was experimenting with original series, while other platforms like Disney+ and Apple TV were yet to emerge. The question was: what form would streaming originals take? Stranger Things, a horror thriller set in 1980s Indiana, provided the answer. The Duffer brothers crafted the show from a blend of vintage pop-culture elements, drawing inspiration from Spielberg's coming-of-age tales, Stephen King's horror and friendship stories, and John Hughes' teen dramas. The show also featured references to Kate Bush and The NeverEnding Story, and cast Winona Ryder, known for her roles in Heathers and Beetlejuice.
The New York Times' James Poniewozik aptly describes Stranger Things as a "human-made equivalent of the algorithm." The series embodies the "if you liked that, you'll like this" recommendation system that drives streaming. While Netflix didn't invent the concept of replicating television success, their algorithm automated it, embedding it into the creative process. The show's structure also aligns with streaming's mechanics: encouraging binge-watching, using irregular release schedules, and delivering episodes that demand audience attention (as seen in the last season finale's two-hour and 22-minute runtime). This approach encourages viewers to replicate their viewing habits, rather than discover new content. Consequently, much of original streaming TV feels like the product of an algorithm.
The trend of creating the new by reinterpreting the old mirrors the methods of generative AI, which excels at producing works of burnished nostalgia. Platforms like Instagram and TikTok showcase imagery and videos that romanticise a fictionalised version of the 1980s and 1990s.
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