Netflix’s Howe Helps Decide What 325 Million People Watch Next
Netflix’s Jinny Howe, head of U.S. and Canada scripted series, plays a pivotal role in determining content for the platform's massive global subscriber base of over 325 million.
LOS ANGELES -- After Brian Koppelman and David Levien concluded their hit Showtime series Billions, they found themselves undecided about their next project. A visit from Netflix executive Jinny Howe proved decisive.
Netflix was in the process of developing a Las Vegas drama with Martin Scorsese, who is executive producing through his Sikelia Productions. The streamer invited Koppelman and Levien on board, and the duo pitched a modern-day casino story. Howe, Netflix's head of U.S. and Canada scripted series, visited their office to make the case.
"When she left our office, we looked at each other and said, 'Well, whatever we do, we want to do it with her,'" recalled Koppelman, referring to their meeting from two years ago.
Their new Las Vegas series, The Roman, starring Oscar Isaac as a casino president, is set for release next year. Netflix ordered it in December 2025.
Howe's role is among the most challenging in Hollywood—identifying must-see scripted programs to keep Netflix's subscribers engaged. Her keen instincts for creators, combined with her extensive experience as an entertainment executive and a passionate viewer, have led to the success of hits like The Night Agent, The Diplomat, and Bridgerton.
These accomplishments contributed to her promotion last year as head of U.S. and Canada scripted series—her fourth advancement in four years. She succeeded Peter Friedlander, who left after nearly 14 years, and now reports to Bela Bajaria, Chief Content Officer.
"In my role, I feel I am really ear to the ground, really listening to what audiences are asking for, and really trying to understand where the culture is, where the conversation is, to really make sure we're giving these audiences what it is that they want and crave," said Howe, aged 48.
The responsibility is immense, especially with key franchises nearing their end. Stranger Things concluded in December, Outer Banks finished its fifth season last month, and Emily in Paris will wrap its sixth season in December. Netflix has also confirmed that the fifth season of legal drama The Lincoln Lawyer will be its last.
Financial pressure is mounting. Wall Street's mood has soured. Netflix shares, which closed at $76.01 on Thursday, have dropped 39 percent over the past year, beginning with its unsuccessful $83-billion bid for Warner Bros. Discovery in December and continuing through 2026 with revised growth projections.
Analysts have also raised concerns about declining engagement among Netflix's subscriber base.