Documentaries are a smart direction for Netflix. They can actually afford to license the best ones for streaming. Of the five Oscar nominated documetaries that were announced today, three are already streaming on Netflix and the one Netflix produced comes out tomorrow.
Given that the actual movie studio distribution of these movies must be minuscule, it makes a lot of sense for Netflix to just buy them directly.
I've seen a trend lately of my friends increasingly referring to "this documentary XYZ that I saw on Netflix". It seems to be a great way to build mindshare in a segment that isn't as interested in mainstream TV shows (somewhat akin to their approach of producing critically acclaimed TV Dramas)
It's neat because the barrier to entry to Netflix is so minimal. Previously, when someone said "I saw this documentary XYZ", you basically had to say "Oh that's neat, wish I could watch it..."
Even outside Netflix really, documentary and lower-budget films are much, much more accessible, which is a great thing.
As far as I know they don't actually produce shows, which might even have something to do why they are critically acclaimed.
"The money went not only to the talent involved but to the look and feel of the show which is much more cinematic than most things you’ll watch on TV. That’s because MRC, the production company behind House of Cards, insisted that Fincher and his crew be given final cut — something that is virtually unheard of in the world of TV where everything is produced by committee."
Given that the actual movie studio distribution of these movies must be minuscule, it makes a lot of sense for Netflix to just buy them directly.