Emily in Paris, originally a Netflix drama about an ambitious young American pursuing a high-end fashion career in Paris, has evolved into a major player in the world of product placement. The highly anticipated fourth season of the show, released earlier this month in two parts, demonstrates just how lucrative and strategic this has become. According to analysis by The Mail on Sunday, a total of 37 brands are prominently featured throughout the season’s ten episodes.
These range from everyday staples like Starbucks coffee to luxury fashion houses such as Chanel, Dior, Hermès, and Bulgari. Netflix has long utilized product placement as a revenue stream, embedding brands into the storyline without disrupting its ad-free entertainment model. This approach allows the streaming giant to generate income while maintaining the user experience.
This season, Netflix has also introduced a collaboration with the Google Lens app, which enables viewers to instantly shop items seen on the show simply by pointing their smartphone at the screen. While U.S.
viewers are alerted to the presence of product placement due to legal requirements, viewers in the UK do not receive the same notice. This is due to differing regulations, as Ofcom’s rules on product placement only apply to broadcast television, not streaming platforms..
