A content arms race started on February 01, 2013. A case study.

An all-out content arms race began on February 01, 2013.

That was the day Netflix launched a bold new series called House of Cards. It was a big-budget risk that put the story and the writing front and center. Netflix had one goal — create a serialized show that was so un-missable that people would have to subscribe to the streaming service.

The channel was transforming from a curator of content to a creator of content with its first original series.

It worked — Netflix attracted more than a million new subscribers. And it also began a content arms race that changed the industry … and may destroy the company.

There’s a big lesson here for you and your content, too.

Gearing up for a content arms race

This news item caught my eye last week …

As Disney, AT&T’s WarnerMedia and Apple prepare to enter a crowded streaming market dominated by Netflix, HBO and Hulu, they are seeking to stand out with eye-catching shows that cost as much as $15 million an episode to accommodate massive casts, exotic filming locations and copious special effects.

To provide some context, an average episode of Game of Thrones cost $10 million. I’m wondering what…