TV shows and movies can influence consumer tastes, whether in fashion, beauty or interior design – a phenomenon known as the “Netflix effect”.
Case in point: the release of the sixth season of the Formula 1 docuseries “Drive to Survive” on Feb 23 didn’t go unnoticed on memorabilia and collectibles auction site Catawiki, which reported strong interest in items related to the motorsport.
In the first weekend after the launch of the latest season, Catawiki observed a 40% spike in searches related to Formula 1.
And it’s a trend that’s going from strength to strength with each new season, as the site points out: since 2019, the year the documentary series was launched, the site has noted a 500% increase in sales of motorsport-related items.
Among the most expensive items sold are a Formula 1 car driven by Daniel Ricciardo, which sold for €315,000 in 2023, Ayrton Senna’s racing helmet (€46,000), and Michael Schumacher’s Ferrari helmet (€24,000).
The world of cycling is also attracting attention thanks to the documentary series “Tour de France: Unchained”. In the week following its launch in June 2023, searches for “bikes” increased by 50%, Catawiki reports.
The Netflix effect isn’t confined to the world of sport: other hit shows like “The Crown”, “The Queen’s Gambit” and “Bridgerton” are also having a significant impact on sales of items related to fashion, art, and interior design.
Following the release of the second season of “Bridgerton” on Netflix in March 2022, Catawiki observed a 60% increase in searches for Regency-style objects in the week that followed.
Meanwhile, searches related to “Stranger Things” increased by 140% in June and 240% in July following the release of the final season in May 2022.
“The Queen’s Gambit” also enthused buyers on Catawiki, which notes that “chess” searches “rose dramatically following its October release and almost doubled in November”.
Omega Seamaster watches saw a 20% increase in sales on Catawiki between 2022 and 2023 following the “Knives Out” movie, in which lead actor Daniel Craig wears one on his wrist. “In fact, watches is the No. 1 category for Catawiki, seeing 35% growth in the past year,” the platform noted.
And cinema, too, is driving trends: in addition to Netflix productions, films such as “Barbie” have led to a craze for the famed dolls: sales doubled compared with the previous two years, and their average value rose by 20%, Catawiki reported.