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Michelle and Barack Obama’s production company, Higher Ground, is going independent, ending its eight-year Netflix first-look deal.
After launching its Netflix collaboration in 2018 and producing award-winning projects, including the Oscar-winning American Factory, Higher Ground is now shifting toward a multi-platform strategy beyond a single distributor.
The move signals a broader shift in Hollywood, where creators are stepping away from exclusive streaming deals to retain ownership, reach wider audiences, and adapt to a rapidly changing media landscape. For Higher Ground, independence is a strategic move to scale its cultural influence.
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Netflix Successes
The former President and First Lady founded Higher Ground in 2018 to uplift diverse voices in the entertainment industry. What makes the production company unique is that it has never confined itself to a singular genre. From historical biopics that expand on untold American history to animated children’s shows, it has produced over 24 projects.
Notable titles include Rustin, the story of the first openly gay Civil Rights activist and advisor to Martin Luther King Jr, as well as Crip Camp, a documentary celebrating a summer camp for teenagers with disabilities.
The production company earned both Emmy and Oscar recognition for American Factory, a documentary that examines globalization and labor through the lens of a Chinese-owned factory in the American Midwest.
“The Obamas have always been exceptionally strong operators when it comes to audience building, ” said Barbara Shaibu, founder of Black Audience Marketplace, in an interview with UrbanGeekz. “Campaigning at that level requires a deep understanding of message, distribution, and direct connection, and that instinct does not turn off in media.”
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More than Movies
Beyond the screen, Higher Ground has also produced hit podcasts. In 2019, they partnered with Spotify to produce exclusive shows, such as The Michelle Obama Podcast. However, in 2022, Higher Ground pivoted and instead committed to a multimillion-dollar deal with Audible, which now hosts its podcasts, including IMO with Michelle Obama and Craig Robinson and Talk Easy with Sam Fragoso.
Higher Ground’s work can also be found on Broadway. They recently launched a retelling of David Auburn’s Pulitzer and Tony award-winning PROOF. The cast features Emmy winner Ayo Edebiri and Golden Globe winner Don Cheadle.
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Expanding Horizons
As Higher Ground departs from its Netflix-exclusive deal, it now has greater creative control and broader distribution options. The company is reportedly developing projects with HBO, Disney, Apple TV, FX, and Amazon Prime.
“Platforms like Netflix and Hulu are powerful for reach and scale, but in many ways, you are renting viewers, not owning the audience relationship,” Shaibu added. “What this signals more broadly is a shift we are seeing across the industry toward greater control over content, distribution, and audience engagement.”
“We’re in a process now of transitioning to a more independent [company] where we can work with a bunch of different studios,” Obama said in an interview with historian Jon Meacham.
Currently, Higher Ground is still producing the limited series All The Sinners Bleed and The Altruists with Netflix. But their independent status now allows them greater commercial flexibility and more visibility across multiple platforms.
“We’re in a process now of transitioning to a more independent [company] where we can work with a bunch of different studios,” Obama said in an interview with historian Jon Meacham.
After eight years of producing award-winning projects with the world’s largest streaming platform, the Obamas are entering a chapter defined by ownership and independence.
Main Image: Former President Barack Obama and former First Lady Michelle Obama
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