Netflix needed the launch of Narcos Season 2 to quite literally make a killing after reporting one of their worst quarters ever. Fans were loving the Spanish in the show – the more realistic and authentically crude language, the more they engaged. The Spanish Lessons branded content campaign combined the universal language of humor with the raunchy dialect of the show. Each character gave a Spanish lesson teaching slang you don’t exactly learn in school. Please pardon our "French" for an example: Coma mierda = eat shit. The content blew up. In Q3 of 2016, Netflix added +3.57 million subscribers worldwide and Netlfix CEO Reed Hastings named the successful launch of Narcos as one of the main contributors to the company's success that quarter.