Netflix started in 1997 as a DVD-rental-by-mail firm, with the first 5 years struggling to get to a sustainable model: Applied Business Practice Case Study, CCT, Ireland

Netflix started in 1997 as a DVD-rental-by-mail firm, with the first 5 years struggling to get to a sustainable model that was cash flow positive. The main competitors were Blockbuster in the USA. Netflix started streaming in the USA in 2007, and internationally in 2010. The first original series debuted in 2013. The organization went global in 2016, nearly twenty years after starting Netflix. Over the following decades, streaming entertainment was an alternative and replacement for linear TV.

Business concerns in recent years include changing legislation in the USA, the rapid development of internet TV, and the decline of linear TV, all coupled with a change in the way consumers engage with TV and entertainment in general.

Netflix continues to improve its service features, development strategies and financing, content, marketing, technology, and development spending. The impact of competition, international growth, localization of their service offering, margin structure, subscriber growth, revenue, operating profit, and cash flow has proved to result in a dynamic business environment.

Since 2013, Netflix has been at a scale where they can economically create original content and their product offering has improved. With each original, they carry out research and learn more about what the Netflix subscribers want, about how to produce and promote effectively, and about the positive impact of originals on the brand.

Netflix has 222 million paid memberships in over 190 countries enjoying TV series, documentaries, and feature films across a wide variety of genres and languages. Members can watch as much as they want, anytime, anywhere, on any internet-connected screen. Members can play, pause and resume watching, all without commercials or commitments. By personalizing the promotion of the right content to the right member, they have a large opportunity to promote their original content, one that’s effectively unlimited in duration.

The world’s leading linear TV networks now offer their own programming on-demand through apps that run on phones and smart TVs. These apps, such as Disney+, HBO Max, Paramount+, and BBC iPlayer enable binge viewing and catch-up viewing. Existing linear networks that offer compelling internet apps will generate more viewing and become more valuable. Those networks that fail to develop first-class apps will lose viewing and revenue.

Streaming entertainment is expanding rapidly because of:

• Ecosystem Growth: The internet is getting faster and more reliable, while penetration of connected devices, like smart TVs and smartphones, is also rising
• Freedom and Flexibility: Consumers can watch content on demand, on any screen and the experience is personalized to individual tastes.
• Pricing strategies: It has become affordable and scalable – many platforms and services allow customers to choose the features and functions they want to pay for e.g. Sky
• Rapid Innovation: streaming entertainment apps have frequent improvement updates and streaming is the primary source of UHD 4K video content.

In April 2022 Netflix reported that it had lost subscribers in the first quarter of 2022 – the first time that had happened in any quarter for more than a decade. The stock was down approx. 70% and the company laid off hundreds of employees.  Netflix predicted it would lose another 2 million in spring 2022. The streaming market seems to have matured and saturated. Investors may now be asking: “What’s next and where is the growth going to come from?”

Netflix has been trialing a new business model, steaming with advertising. The company announced that it will partner with Microsoft on a new, cheaper ad-supported subscription plan. Despite Netflix’s CEO, resisting the idea for years, advertising is now a major part of Netflix’s plans to boost revenue going forward.

In addition, the company is also focusing on clamping down on password sharing and focusing on creating compelling content to help turn the tide of the defectors.

Netflix does have some things advantages over different streaming services i.e. The Netflix brand. It is the streaming leader with 221.6 million subscribers worldwide. Netflix faces many external threats, out of its control, such as soaring inflation and electricity prices, post-lockdown apathy, and new competitors in the increasingly cluttered marketplace.