OPINION - What’s Your Sign? Netflix Has a Show for That.

This week, Netflix has launched a new astrology-themed collection that curates TV shows and movies on the platform for each zodiac sign. The idea began when the team noticed that Mercury was in retrograde during the release of the British-American dystopian anthology “Black Mirror”. According to Netflix, titles are selected to match common personality traits associated with each star sign. For example, Cancers, who are known for their emotional depth, get passionate dramas; Aquarians, who are considered to be intellectual free-thinkers, get quirky sci-fis. Users can now browse rows of shows recommended specifically for their star sign or even explore others’ signs. Netflix hopes this feature will make the user experience feel a bit more personalized.

Netflix’s decision to roll out zodiac-based content curation, in my opinion, is a very clever marketing strategy. Astrology has become incredibly popular among younger audiences, particularly Gen Z and millennials, who often refer to star signs for personal identity as well as entertainment. By tying in horoscopes with the platform, Netflix is giving its subscribers another way to consume content emotionally and socially. The approach is lighthearted, but also strategic. It keeps users engaged while simultaneously promoting more personalized viewing.

I think this kind of content curation demonstrates how much major businesses are beginning to evolve beyond offering a product, but also proactively influencing and attempting to draw in a target audience. Personally, despite the fact that I do not take astrology seriously and more as a fun interest, I do find myself a bit intrigued by what they have chosen for each sign.

…And frankly, I’m a little disappointed. Browsing through each section of Netflix’s recommendations, each series and movie they have chosen falls a bit flat for me. As a Cancer, I love my fair share of romantic drama—“The Notebook” is unmatched when it comes to making me absolutely sob, no matter how many times I watch it—but the titles listed are honestly a bit lazy. The suggestions, some of them being “Heartstopper”, “The Life List” and “Ginny & Georgia”, are all titles that are cliche and fall a bit flat. It feels as though Netflix went for the most obvious tearjerkers or coming-of-age dramas without considering taking a more nuanced path. I would have appreciated a blend of old and new titles, maybe even a few international films that carry heavier emotional weight or explore complex family dynamics.

On the flip side, I can see how this strategy might appeal to casual viewers who want a quick, fun way to pick something to watch. For someone who just wants to unwind with something “on brand” for their sign, it probably works. But if you’re looking for something with more substance, you’ll likely have to dig a little deeper than what the new zodiac row provides.

All in all, I don’t think Netflix's zodiac collection is meant to be taken too seriously. It’s more of a novelty, and is Netflix’s way of reaching their audience in a fun way. That being said, if viewers really want to lean into astrology, I’d suggest bringing in astrologers or critics to collaborate on these watchlists. That could add a bit of credibility and depth to an otherwise shallow experience.

Astrology fans are often more invested and informed than businesses give them credit for. If Netflix wants to build a new loyalty with that audience, they’ll need to do more than slap a few obvious shows under each sign. In general, I think it’s important not to let algorithms or astrology determine too much of what we consume. Sometimes discovery and randomness are what lead us to our favorite shows. Still, I appreciate that Netflix is trying something new that taps into culture without being divisive or overly serious. In the end, it’s just another way to have fun, and that’s the whole point of entertainment.