Netflix- The Story of The Storyteller - Next Big Brand
Case Study OTT

Netflix- The Story of The Storyteller

netflix logo - Next Big Brand
Pritish raj
Written by Pritish raj
[email protected] | Noida | Published on: July-13-2019 09:56 AM

Netflix, Inc. is a media-services provider headquartered in Los Gatos, California. In 1997, American entrepreneurs Reed Hastings and Marc Randolph started Netflix Inc. that provides subscription-based streaming Over-the-top media services which offer online streaming of films and television programs.

It had over 148 million paid subscriptions worldwide, including 60 million in the United States, and over 154 million subscriptions total including free trials, as of April 2019. It is available almost worldwide except in mainland China, Syria, North Korea, and Crimea. The company also has offices in the Netherlands, Brazil, India, Japan, and South Korea. 

Netflix is a member of the Motion Picture Association of America. It’s initial business model included DVD sales and rental by mail but later expanded its business with the introduction of streaming. 

The company expanded internationally in 2010 with streaming available in Canada, Latin America, and the Caribbean. In 2012, Netflix entered the content-production industry with “Netflix Original” Lilyhammer.

In 2016, Netflix services operated in more than 190 countries with an estimated 126 original series and films, more than any other network or cable channel. The company announced it would raise another $2 billion in debt to help fund new content.

netflix-Next Big Brand

source:- Nextflix.com

History

In Scotts Valley, California, Netflix was founded by Marc Randolph and Reed Hastings. Randolph was a co-founder of MicroWarehouse, a computer mail-order company, and was later employed by Pure Atria as marketing director. Hastings sold Pure Atria to Rational Software Corporation in 1997 for $700 million. 

Randolph admired e-commerce company Amazon and wanted to sell over the Internet using a similar model. Started with DVDs, they tested the concept of selling or renting DVDs by mail, by mailing a compact disc to Hastings’ house in Santa Cruz. On April 14, 1998, Netflix introduced as the world’s first online DVD rental store, with only 30 employees and 925 titles available, through the pay-per-rent model with rates.

They came up in Santa Cruz and Pure Atria’s headquarters in Sunnyvale while waiting for government regulators to approve the merger. Hastings invested $2.5 million initially for Netflix. Hastings is often quoted saying that he decided to start Netflix after being fined $40 at a Blockbuster store for being late to return a copy of Apollo 13. But this is a story designed to explain the company’s business model and motivation.

In September 1999, It introduced the monthly subscription eliminating the single-rental model in early 2000. The company has built its reputation on the business model of flat-fee unlimited rentals without any other charges including due dates, late fees, shipping and handling fees, or per-title rental fees.

In 2000, It had about 300,000 subscribers and relied on the U.S. Postal Service for the delivery of their DVDs, offered to be acquired by Blockbuster for $50 million. As proposed that Netflix, would be renamed as Blockbuster.com and would handle the online business, making them less dependent on the U.S. Postal Service. However, sales of DVD players finally took off as they became more affordable, selling for about $200 around Thanksgiving time.

It saw a huge increase in its subscription business, in early 2002. Netflix initiated an initial public offering (IPO) on May 29, 2002, selling 5.5 million shares of common stock at a price of US$15.00 per share. Subsequent to acquiring significant during its initial couple of years, Netflix posted its first benefit during the monetary year 2003, procuring US$6.5 million benefits on the incomes of US$272 million.

Randolph retired from the company in 2004. Later in the same year, Netflix was sued for false advertising in relation to claims of “unlimited rentals” with “one-day delivery”.

“Netflix box” was presented with the goal that clients could download films medium-term, and be prepared to watch the following day. By 2005, they had procured motion picture rights and structured the container and administration and was prepared to open up to the world about it. Yet, the idea of utilizing an equipment gadget was rejected and supplanted with a spilling idea rather, an undertaking that was finished in 2007.

Netflix created and keeps up a broad customized video-suggestion framework dependent on evaluations and audits by its clients. On October 1, 2006, Netflix offered a $1,000,000 prize to the main designer of a video-proposal algorithm that could beat its current calculation Cinematch, at anticipating client appraisals by over 10%. In February 2007, the organization conveyed its billionth DVD and started to move far from its unique center plan of action of DVDs, by presenting video on interest through the Internet.

In January 2013, Netflix reported that it had added two million United States customers during the fourth quarter of 2012, with a total of 27.1 million the United States streaming customers, and 29.4 million total streaming customers. In addition, revenue was up 8% to $945 million for the same period. That number increased to 36.3 million subscribers (29.2 million in the United States) in April 2013. 

As of September 2013, for that year’s third-quarter report, Netflix reported its total of global streaming subscribers at 40.4 million (31.2 million in the United States). By the fourth quarter of 2013, Netflix reported 33.1 million United States subscribers. By September 2014, Netflix had subscribers in over 40 countries, with intentions of expanding their services in unreached countries. By October 2018, Netflix’s customer base reached 137 million worldwide, confirming its rank as by far the world’s biggest online subscription video service.

Competitors

After Netflix’s success, Walmart began an online rental service in October 2002 but left the market in May 2005. Blockbuster Video entered the United States online market in August 2004, with a US$19.95 monthly subscription service. 

 In 2005, Netflix cited Amazon.com as a potential competitor, which offered online video rentals in the United Kingdom and Germany. Amazon streams movies and television shows through Amazon Video. Redbox is another competitor that uses a kiosk approach. Redbox announced plans to partner with Verizon to launch Redbox Instant, which was described by critics as “No Netflix killer” due to glitches and lackluster selection.

Hulu Plus, like Netflix and Amazon Prime Instant Video, “ink their own deals for exclusive and original content”, requiring Netflix “not only to continue to attract new subscribers, but also keep existing ones happy.”

Netflix competes with several local streaming companies, most notably locally operated Stan and Quickflix, Viaplay, HBO Nordic and C More, HOOQ, Astro On the Go, Sky on Demand, Singtel TV, HomeCable OnDemand, iflix, Television New Zealand (TVNZ), Mediaworks New Zealand, Sky Network Television, Lightbox, Neon, Quickflix, Infinity, Now TV and TIMvision.

Content

A “Netflix Original” is content that is created, co-delivered, or conveyed by Netflix solely on their administrations. Netflix reserves their unique shows uniquely in contrast to other TV systems when they sign a venture, giving the cash forthright and quickly requesting two periods of general arrangement. In March 2011, Netflix started getting unique substance for its library, starting with the hour-long political show House of Cards, which appeared on February 2013.

Stranger Things- Next Big Brand

source:- Netflix.com

In late 2011, Netflix picked up two eight-episode seasons of Lilyhammer and a fourth season of the ex-Fox sitcom Arrested Development. In February 2013, DreamWorks Animation and Netflix co-produced Turbo Fast. Orange Is the New Black debuted on the streaming service on July 2013. Netflix and Marvel Television announced a five-season deal to release of four 13-episode seasons that culminate in a mini-series called The Defenders.

In addition to the Marvel deal, Disney announced that the television series Star Wars: The Clone Wars would release its sixth and final season on Netflix, as well as all five prior and the feature film. In April 2014, Netflix signed Arrested Development creator Mitch Hurwitz and his production firm The Hurwitz Company to a multi-year deal to create original projects for the service.

The animated sitcom BoJack Horseman premiered on August 2014, to mixed reviews on release but garnered wide critical acclaim for the following seasons.

It Expected to release 1,000 hours of original content in 2017. In October 2017, Netflix iterated a goal of having half of its library consist of original content by 2019, announcing a plan to invest $8 billion on original content in 2018.

The company denied that the deal was intended to result in a tax break. A study found that Netflix had realized this goal by December 2018, In November 2017, it announced that it would be making its first original Colombian series, to be executive produced by Ciro Guerra. In May 2018, chief content officer Ted Sarandos stated that Netflix had increased its spending on original content, with 85% of its new content spending that year being devoted to it. 

On December 31, 2018, a concert film of Taylor Swift’s Reputation tour was released on Netflix. In February 2019, Gwyneth Paltrow’s lifestyle brand Goop signed a deal to produce a wellness-themed docuseries for Netflix.

sacred games- Next Big Brand

source;- Netflix.com

Operations in India

While the company entered India in January 2016 as part of its global rollout, Netflix was registered as a limited liability partnership (LLP) in the country in April 2017. The company announced a new multilingual Netflix original series, based on the book, Bard of Blood, in partnership with Shah Rukh Khan’s Red Chillies Entertainment. Penned by the young Indian author, Bilal Siddiqi the book will be brought to life as an eight-episode high-octane political espionage thriller series for more than 109 million members around the world.

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About the author

Pritish raj

Pritish raj

Born and brought up in Bihar.
An engineer by education, the content creator, photographer and writer by profession and traveler and poet by passion.

Give me chaos, I'll create masterpiece :)

9113327413 | A-73, Hackerspace, Noida sector- 2 Noida UP 201301

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