Netflix Tests Supernatural Drama for Older Audiences With 'The Boroughs'

Netflix's 'The Boroughs,' ordered in April 2024, deliberately targets viewers over 49 with a supernatural mystery set in a retirement community. The casting of Geena Davis, Alfre Woodard, and Bill Pullman signals a bet that genre content can succeed beyond streaming's traditional 18-49 demographic. The series' performance will likely influence similar demographic-targeting strategies across competing platforms seeking to differentiate their libraries.