Netflix has doubled down on TikTok star Addison Rae by signing a multi-picture film agreement that will see the streaming giant develop projects for Rae to star and executive produce (via Variety).
It seems that the motivation is the early success of Hes All That (the gender-swapped remake) of Shes All That. This was announced in September 2020. According to the company, the film will be viewed by more than 55,000,000 households within the first month. It also claims that it reached #1 in 78 countries including Brazil, France and Saudi Arabia. Naketha Mattocks, Netflix's director of family films, believes Raes promise to be true as shown by Hes All That and her passionate fans.
On streaming platforms, social media stars are making a splash.
However, Netflix's numbers should be taken with a grain-of-salt. Netflix doesn't share its entire data with anyone. The metrics it uses to define a view is very different from what a Nielsen rating or box office receipt are. Netflix considers a view any time you watch at least two minutes of The Witcher. It is normal for streaming to be opaque and flexible, but it is worth noting.
Rae is still a hugely popular figure, with over 84 million followers on Tiktok alone. This means that she will be able to bring some audience to any future Netflix projects. Rae, along with the TikTok-famous DAmelio clan, is part of a new wave of creators and influencers looking to expand into other media. Rae's deal could be a sign that things are changing.