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Goop, Delta, Netflix

Goop Enters Netflix Deal: Has Pseudoscience Found A New Platform? Forbes, 9 Feb 2019, Bruce Y. Lee

Instant Megaphone

Who knew that the pathway to getting a “docuseries” on Netflix would include selling jade eggs to put in your vagina and coffee to go up your rear end?

Orifices get ready. Gwyneth Paltrow’s company Goop recently signed a deal with Netflix to broadcast a series of 30 minute episodes hosted by Paltrow and Elise Loehnen, Goop’s chief content officer. Soon Goop and its content will have a new platform, or rather a megaphone, in Netflix, which has over 130 million subscribers in more than 190 countries.

Through the WI Lens

This piece offers a caustic take on news that Gwyneth Paltrow’s Goop has landed a plum spot on the world’s biggest TV content streaming service, the actual content as yet unknown. Simultaneously, although not mentioned in this article, Goop have also sealed an exclusive podcast deal with Delta airlines The Netflix deal is billed as a docuseries, which is generally defined as a series of documentaries. And documentaries are in turn understood to be programmes dealing in fact. The author’s main point is that Paltrow’s venture is renowned for dealing in pseudoscience, which has no such basis. One review of products promoted on the site found only 10 per cent had any credible claim to scientific validity.

What’s remarkable about this deal is that it will further increase the value of a business already worth $250 million, in spite of being repeatedly called out for dubious claims. Every bit of success Goop enjoys risks giving wellness a bad name, undermining the serious objectives of effective illness prevention, proactive health and protective medicine. It’s also a fundamentally elitist take on wellness, catering to the whims and self-indulgence of a privileged minority – rather than the real-world needs of the many. Netflix may have done no favours to the millions of people coping with more profound wellbeing issues but the expanding reach of Goop (and Paltrow) despite the naysayers, will continue to bring vast commercial benefit.

 

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