As House of Cards and Orange is the New Black get ready to stream their third seasons in 2015, Netflix and its marketing team are facing a new dilemma: they’re no longer the cool new kids on the entertainment block.

There is some evidence that viewers are no longer buying “Netflix Originals” as a selling point, with company CFO David Wells telling an industry gathering on Tuesday that Netflix knew the “PR bloom” around HOC and OINTB “wouldn’t last forever.”

Wells’ comments came after Netflix saw subscriber growth for the third quarter fail to meet expectations. The company only netted 980,000 new customers in the U.S., versus the 1.33 million they had previously forecast. Wells suggested that the company may have been overly optimistic because of that novelty boost from originals.

Netflix is still on pace to add just under 6 million new domestic subscribers in 2014, down slightly from 6.3 million in 2014. That’s on top of the new viewers captured as they expand across the globe to six new European territories.

The streaming service is still optimistic about originals though: Marco Polo, Bloodline, and Grace and Frankie are all planned for next year.

Read More: Variety

Brief Take: Netflix got a lot of free publicity as the public at large heard about their first crop of originals. But the streaming service will have to find a new angle for luring viewers if they want to keep up their subscriber growth.

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