The campaign began after critics highlighted the animated series Dead End: Paranormal Park and Netflix’s efforts to boost diversity both on-screen and behind the camera. Musk later doubled down, writing: “Cancel Netflix for the health of your kids.”The controversy intensified after the show’s creator, Hamish Steele, was accused of making offensive remarks online about the assassination of conservative activist Charlie Kirk in September. Netflix’s shares dipped by around two percent on Wednesday as the campaign gathered steam, and fell again on Thursday on Wall Street. Critics of Musk argue that his repeated attacks on gender identity debates risk fuelling division. The company has long defended its approach to programming, arguing that diversity improves storytelling and broadens representation for global audiences.