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Netflix ‘What Next?’ Tarot Campaign: Key Findings
Campaign Snapshot
Netflix is leaning into cosmic fun to sell next year’s shows and films, turning tarot cards into a playful hook for fans to preview what’s coming.
The streamer’s new "Discover Your Future” campaign is built around the question “What next?”
It uses a custom tarot-reading experience to link life predictions with must-watch titles and thematic journeys for 2026.
At the heart of the campaign is a hero spot starring award-winning actress Teyana Taylor as a tarot reader guiding a viewer through a near future filled with upcoming Netflix stories.
Meanwhile, the digital experience lets users pick one of three tarot decks and answer questions about where they want to focus their energy this year.
This ranges from career moves to love, adventure, or personal quests, before revealing three tarot cards that map to both a fortune and a Netflix title that mirrors it.
Netflix’s internal Brand Creative Studio partnered with Wieden+Kennedy Portland on the work, supported by creative partners including Los York, Prettybird, Electric Theatre Collective and ExtraCredit.
The ambitious collaboration hopes to make the brand’s reveal more than just a set of trailers or a press release by turning it into an immersive moment that fans can share.
This tarot angle isn’t just playful.
It also cements how Netflix is thinking about discovering shows as part of brand marketing strategy.
Through asking viewers to “read their future,” the campaign makes stocking up on its upcoming roster feel like personal destiny.
When Destiny Leaves the Screen
The spot starts off with a woman entering an empty grocery store, where she's greeted by a mystical gray cat that leads her to the back door.
Here, the woman finds Taylor in front of a set of tarot cards, eventually reading her future.
However, it's not like any reading we've seen before.
Each card takes the woman on an epic adventure through Netflix's biggest upcoming shows this 2026, including the second seasons of One Piece and Avatar: The Last Airbender, among others.
It takes viewers straight into the worlds of the streaming platform's most popular IPs, making the spot feel equal parts immersive and entertaining.
Netflix teases their 2026 additions for films & TV shows.pic.twitter.com/FYG4Q0GF1C
— Pop Base (@PopBase) January 7, 2026
The slate Netflix is teasing through these tarot cues runs deep.
Apart from Avatar and One Piece, titles such as Man on Fire, Bridgerton, Sweet Magnolias, and a mix of films ranging from Apex to Enola Holmes 3.
They're all part of what the streamer says will be a year full of surprising characters and new worlds meant to appeal to nearly every segment of its global audience.
Beyond the spot and digital deck, Netflix is bringing the tarot theme to life with enchanting activations.
On January 12 and 13, a Grand Central Station activation in New York will feature a 12-foot booth with an animatronic version of Taylor offering personalized tarot reads that link fans’ fortunes to upcoming Netflix films and series.
Lessons From Netflix’s Tarot Creative
Netflix’s tarot theme is unique in every sense of the word.
It offers brands and agencies a compelling case study in how to turn traditional content announcements into experiences worth engaging.
- Teasing a content slate with interactive digital tools can elevate a simple reveal into commentary on personal choice and identity.
- Real-world activations like immersive booths or live events extend campaign life and deepen viewer connection, similar to experiential efforts by Disney+ Tudum and Apple TV+ fan events.
- Aligning multiple efforts like spots, online decks, and physical activations makes big reveals feel like participatory journeys, not one-way broadcasts.
By the end of 2024, Netflix reported over 300 million paid memberships worldwide, underscoring the reach and impact of its promotional strategies.
Our Take: Can Playful Surprise Sell Entertainment?
Is it possible that asking someone “what’s next?” makes them more invested in your story before they even see it?
In Netflix’s case, the answer leans towards yes.
Tarots are all the rage right now, and it's the perfect concept to turn what could have been another slate announcement into a moment of whimsy and personal reflection.
More than that, it also invites audiences into a shared curiosity about what the year holds.
The campaign succeeds not just by promising shows, but by weaving them into something that feels mysterious and fun, like flicking through cards at a table with friends.
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Before the year ended, Netflix also dropped a spoiler-themed year-end recap video to celebrate its momentous 2025.
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