Content Warning: The following contains reference to violence, murder, and suicide.
The Netflix limited series Clickbait ended with a shocking revelation about what happened to Nick Brewer, revealing who actually killed him and the twisted motives behind the central crime. Clickbait features Adrian Grenier of Entourage as a missing man named Nick Brewer. In the thriller series, which debuted on Netflix in August, 2021, Nick was a husband and father who suddenly appeared in a viral video that seemed to be a confession of abusive behavior towards women. The video showed a bloodied Nick holding handwritten signs confessing to abuse, and also promised that he would die once the video reached 5 million views.
Just as the title of the show suggests, Clickbait is a cautionary tale about the increasingly blurred lines between real life and the personas people adopt on the internet. The limited series followed the missing man's sister Pia (Zoe Kazan) and his wife Sophie (Betty Gabriel) as they worked with the police to find out who killed Nick Brewer. Netflix's Clickbait is inspired by real-life stories of fake personas perpetuated by social media — particularly catfishing and identity theft.
In Nick’s case, someone else's false persona online led to his eventual death. Nick’s coworker, a lonely older woman named Dawn Gleed (Becca Lish), stole his photos to create fake profiles on dating sites, which eventually lead to his murder at the hands of her husband, Ed (Wally Dunn). Dawn used fake online personas to feel excitement after years of boredom in her marriage, but her fun came at the expense of Nick and the women who Dawn catfished using his image. One of the women she was catfishing, Sarah Burton (Taylor Ferguson), committed suicide after Dawn, posing as a Nick persona named Jeremy, suggested that she go through with it. Sarah’s suicide led to Nick being kidnapped by her brother Simon Burton, and eventually led to his murder at the hands of Dawn’s husband.
The ending of Clickbait shows that multiple people are responsible for Nick's death. Simon was the one who kidnapped Nick and made the video, but let Nick go when he realized his sister had been catfished. Dawn took out her frustrations on poor Sarah, leading to the woman's death. Dawn's actions lead to the kidnapping of Nick — who was innocent of any wrongdoing — which eventually led to Nick coming to confront her. Ed did what he thought could preserve his marriage. Initially, he just wanted to destroy Dawn's laptop and any evidence of the dating profiles that she used. He only killed Nick because Nick showed up at their house after escaping his captors and threatened to take Dawn to the police. Out of fear of losing his wife to prison, Ed impulsively hit Nick in the head with the hammer he had been using to destroy the laptop. Ed's fear of prison is also what led him to choose death rather than allow the police to arrest him in the final episode of the series.
In Netflix's Clickbait, Nick Brewer's death was an unnecessary result of one woman's self-indulgence. Though Simon and Ed’s actions were the most violent, Dawn’s catfishing led to a series of events that resulted in the loss of two innocent lives and the loss of her own husband. In the end, Ed became the villain of the series, allowing his fear of consequences to turn him into a murderer.
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