The Comedy Lineup Expands on Netflix
When youâre Aziz Ansari, people come up to you pretty frequently and say they enjoyed your stand-up specials. The first one had its premiere on Comedy Central in 2010; the second had its debut as a $5 Internet download in 2012. And when youâre Mr. Ansari, you canât help noticing what people say next.

Aziz Ansariâs âBuried Aliveâ begins on Netflix this fall.
âThey always mention that they watched it on Netflix,â said Mr. Ansari, the 30-year-old comedian best known as a creator of the MTV sketch-comedy series âHuman Giantâ and a star of the NBC sitcom âParks and Recreation.â
Until now, Netflix has given Mr. Ansariâs fans one more chance to hear his jokes, months or years after the telling. For his third stand-up special, Mr. Ansari is moving Netflix to the front of the line. His show âBuried Alive,â based on his tour of the same name, will make its Netflix debut on Nov. 1. It will be the biggest stand-up special distributed by Netflix to date, in much the same way that âHouse of Cardsâ was that streaming serviceâs first high-profile original drama.
Thereâs more comedy coming, the company says, as it opens another front of competition with HBO. In announcing the expansion into comedy specials and feature documentaries last month, the Netflix chief executive, Reed Hastings, said that the service had âbecome a big destination for fans of these much loved and often underdistributed genres.â
Mr. Ansariâs conversations with his fans bolster Mr. Hastingsâs assertion. Netflix âseems like itâs the closest delivery service of media we have that actually matches up to our preferences and expectations,â he said in a telephone interview during a break from âParks and Recreationâ production. (Lately he has been binge-viewing the ABC drama âScandalâ through Netflix.)
Mr. Ansari said he was amused when a fan asked him on Twitter: âWhen are you going to put out another stand-up special on Netflix? I need more free stand-up.â Netflix, of course, costs $8 a month. âItâs so convenient, you donât even think about the fact that youâre paying for it,â Mr. Ansari said.
Netflixâs forays into licensing the first-run rights to television shows, much as a TV network does, are predicated on the belief that people are more likely to keep paying if the service has exclusive programming. In June, the service presented a comedy special by John Hodgman, and last week it presented the premiere of one by Mike Birbiglia, who wrote positively on Twitter of Netflixâs international reach: âI signed a crazy contract that I think included other planets.â
Netflix has comedy specials by Marc Maron and Kathleen Madigan in the works. Mr. Ansariâs show is unlike those before it, a Netflix spokeswoman said, because the company intends to put a significant promotional campaign behind âBuried Alive,â billing it as original programming on par with âArrested Developmentâ or âOrange Is the New Black.â
âWeâve been working to make Netflix a great home for comedians to do their best work and to support their live performance careers, and having Aziz debut his new show with us is a validation of that strategy,â Ted Sarandos, the chief content officer for Netflix, said in an e-mail.
Mr. Ansariâs special was taped in Philadelphia in April. He said the material was âa lot more matureâ than that in his previous specials, focusing on the differences between the friends his age who are getting married and having children, and himself, a commitment-phobic comedian. âAll that stuff seems very far away for me,â he said. His first book, announced last week by the Penguin Press, Â will tackle similar themes about single life, but with new material.
Mr. Ansari plans to release âBuried Aliveâ as a $5 download, but only after the Netflix premiere. The straight-to-fans strategy, pioneered by Louis C. K. in 2011, was successful for Mr. Ansari last year, he said, but its downside was obvious: âYouâre kind of preaching to the choir.â
He added, as modestly as possible, âI have a pretty big choir.â But with the new special, he said, âmy goal is to get people that donât know my stuff already, and maybe expand my audience.â
Thatâs where Netflix comes in. The service has more than 30 million subscribers in the United States, and its algorithms for recommending shows keep improving. Mr. Ansari said that when he was at home using Netflix, his own shows are recommended to him all the time.
Unlike, say, passive viewers of Comedy Central, though, Netflix watchers requires at least a bit of action, which is a potential drawback for some. On Sunday Mr. Birbiglia told his Twitter followers that âapparently the only way to findâ his Netflix special âis if you type in my last name.â
Mr. Ansariâs âBuried Aliveâ was filmed and edited before Netflix entered the picture. He said he bumped into Mr. Sarandos at an event in New York, and he commented on the popularity of Mr. Ansariâs past specials. That conversation led to the distribution deal. (Neither side would comment on the financial terms.)
âItâs an interesting time for someone to be releasing content,â Mr. Ansari said. âNo oneâs quite figured out things. You can do all types of things. At this moment, it really seems like Netflix is the way to go.â
