After reading the pilot, the streaming service Netflix purchased the whole season for an undisclosed amount;[17] the show was subsequently announced for a planned 2016 release by Netflix in early April 2015.[18] The Duffer Brothers stated that at the time they had pitched to Netflix, the service had already been recognized for its original programming, such as House of Cards and Orange Is the New Black, with well-recognized producers behind them, and were ready to start giving upcoming producers like them a chance.[16] The brothers started to write out the series and brought Levy and Cohen in as executive producers to start casting and filming.[19]