The police, meanwhile, appear skeptical at first. Nick’s wife, Sophie (“Get Out’s” Betty Gabriel), seems harder to read, perhaps because she harbors her own secrets, as does virtually everyone else passing through the show’s orbit, whose stories get slowly unwoven in interlocking fashion. The inexplicable ultimatum trigger a range of reactions, most urgently from Nick’s sister, Pia (Zoe Kazan), who is absolutely convinced that Nick couldn’t be guilty of the alleged actions that could lead to his death. When the video receives 5 million views, the kidnapper warns, Nick will be executed. The premise casts a sparingly used Adrian Grenier (“Entourage”) as Nick Brewer, a family man who is kidnapped, with an unseen abductor making him hold up cards that claim he abuses women. If you start watching you’ll probably want to see this Netflix death-by-Internet mystery through to the end, but as is often true, think hard before that first click. It is unknown exactly when Simon changes his mind and decides not to kill Nick, but we do see him repeatedly doubting his actions as Nick pleads with him and says that his identity has been stolen and that he (Nick) was not the person controlling the profile that drove Simon’s sister Sarah to suicide.“Clickbait” is one of those intriguing ideas that’s likely to lose followers as it progresses, a social-media-age whodunit that features a different character every episode, building toward an increasingly convoluted payoff. Simon says that he eventually realized that Nick wasn’t the one that was in contact with his sister, and therefore let him go. Even though the authorities refuse to believe him, in the end, Simon is proved right as Nick is found to have been murdered by his colleague Dawn’s husband, Ed. When the police finally apprehend Simon, he confesses to kidnapping Nick but shockingly claims not to have murdered him.

This kind of tech wizardry of making the video untraceable and unblockable can likely be attributed to Simon’s job and seeming affinity for technology (he also spies on his sister through a hidden camera). When the authorities try to take the video down, they realize that the website is hosted in Macedonia, where they do not have any jurisdictions, making it impossible to take the video down that keeps ticking closer and closer to Nick’s apparent murder. One of the placards also says, “At 5 million views, I die,” which becomes one of the show’s central conundrums as the video goes viral largely because of this ominous promise. There, he films a video of Nick holding placards that say that he is an abuser of women and has also murdered a woman (which refers to Sarah).

Simon Burton, to avenge his sister Sarah’s suicide which he believes is caused by Nick’s callous behavior with her, kidnaps Nick and holds him hostage in a van.

The company that Simon works for is called Klonis, but more importantly, it is his internet-focused job that seems to hint at the man’s technical prowess that comes into play when Nick’s video goes viral. We also see him mark a particular video clip as “pervert,” which likely means that it is rejected. Therefore, he is actually looking at content and verifying whether it is suitable for whichever platform it is on or not. Simon Burton spends his days at work staring at seemingly random photos and video clips and reacting to them with words like “delete” and “ignore.” In his brief initial conversation with the police, we find that he is, in fact, a content moderator.

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