How producing its own content became a flywheel for customer acquisition and growth for Netflix.How Netflix built upon its DVD rental business to launch its online streaming service.Why Netflix built its business around a single growth metric that its competitors overlooked.It just didn’t look that way to most people in the beginning. As we’ll see, it makes perfect sense that Netflix became a movie studio. But many of the most pivotal moves Netflix has made during the past 20 years haven’t been all that surprising. They started with a frictionless DVD rental business facilitated by the internet, developed an entirely new streaming business from scratch, and finally invested in original content creation. ![]() Netflix has innovated in several key ways. It meant making business decisions that were so difficult and so ambitious, few people could even see them, let alone understand them. How did Netflix go from renting movies to making them in just 20 years?įor Netflix, however, doing the obvious rarely meant taking the easy way out. Fast forward two decades and Netflix has become one of the biggest TV and movie studios in the world, with more subscribers than all the cable TV channels in America combined. ![]() When Reed Hastings and Marc Randolph founded Netflix (formerly known as Kibble) in 1997, the company appeared to be little more than an upstart DVD rental business whose only real value proposition was the mail-order element of its operation. It’s hard to believe Netflix is 20 years old.
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