The streaming company launched a new brand campaign, “Find The Thing You Never Knew You Needed,” in markets including the US and Canada. The campaign, which launched on Tuesday, consists of three spots helmed by an astronaut, a vampire, and an axolotl; each spot concludes with the character discovering their next show on Netflix.

Why it matters: The ads are Netflix’s newest attempt to encourage its user base to continue watching as engagement and user growth both stall.

Our forecast shows that time spent with Netflix by US adults will grow by just 2 minutes this year and 1 minute in 2027.

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Netflix has an engagement problem that a clever brand campaign won’t fix

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