Netflix

{{Short description|American video streaming service}} {{About|the streaming service|the company|Netflix, Inc.|other uses}} {{pp-move}} {{Use American English|date=April 2026}} {{Use mdy dates|date=April 2026}} {{Infobox website | name = Netflix | logo = Netflix 2015 logo.svg | logo_upright = 1.05 | logo_alt = Logo for the Netflix service. | logo_caption = Netflix's logo used since June 2014 | screenshot = Netflix UI for Web.png | collapsible = yes | collapsetext = Screenshot | caption = Screenshot of Netflix's English website in September 2025 | type = OTT platform | language = {{plainlist| * Arabic (Egyptian and Standard) * Basque (content only) * Bengali (content only) * Bulgarian (content only) * Catalan (content only) * Chinese (Cantonese and Mandarin) * Croatian * Czech * Danish * Dutch * English * Estonian (content only) * Filipino * Finnish * Flemish (content only) * French * Galician (content only) * Georgian (content only) * German * Greek * Hebrew * Hindi<ref>{{cite press release |title=Netflix is now available in Hindi |url=https://media.netflix.com/en/press-releases/netflix-is-now-available-in-hindi |website=Netflix |date=August 9, 2020 |access-date=August 21, 2020 |archive-date=March 5, 2024 |archive-url=https://web.archive.org/web/20240305141424/https://about.netflix.com/en/news/netflix-is-now-available-in-hindi |url-status=live }}</ref> * Hungarian * Indonesian<ref>{{cite press release |title=APA KABAR INDONESIA? NETFLIX CAN NOW SPEAK BAHASA INDONESIA |url=https://about.netflix.com/en/news/apa-kabar-indonesia-netflix-can-now-speak-bahasa-indonesia |website=Netflix |date=October 18, 2018 |access-date=October 9, 2021 |archive-date=April 11, 2023 |archive-url=https://web.archive.org/web/20230411123546/https://about.netflix.com/en/news/apa-kabar-indonesia-netflix-can-now-speak-bahasa-indonesia |url-status=live}}</ref> * Icelandic (content only) * Irish (content only) * Italian * Japanese * Kannada * Korean * Latvian (content only) * Lithuanian (content only) * Malay * Malayalam * Marathi (content only) * Mongolian (content only) * Norwegian (Bokmål) * Polish * Portuguese * Romanian * Russian * Serbian (content only) * Slovak (content only) * Slovene (content only) * Spanish * Swedish * Tamil * Telugu * Thai * Turkish * Ukrainian * Urdu (content only) * Vietnamese * Welsh (content only) }} | language_count = 56 | location = Los Gatos, California, US | country_of_origin = United States | area_served = Worldwide (except China, Crimea, North Korea, Russia, and Syria)<ref name="netflix-help-page-availability">{{cite web |title=How many countries and regions is Netflix available in? |url=https://help.netflix.com/en/node/14164 |publisher=Netflix |url-status=live |access-date=2026-04-21 |archive-url=https://web.archive.org/web/20170707184542/https://help.netflix.com/en/node/14164 |archive-date=July 7, 2017}}</ref><ref name="Russia suspension" /> | industry = {{hlist|Entertainment|mass media}} | products = {{hlist | Streaming television | video on demand | digital distribution }} | services = {{hlist | Film production | film distribution | television production | television distribution }} | parent = Netflix, Inc. | url = {{Official URL}} | commercial = Yes | registration = Required | num_users = {{increase}} 325 million ({{As of|2026|1|20|lc=y|df=US}})<ref>{{cite web |last1=Chmielewski |first1=Dawn |title=Netflix slightly beats revenue estimates in holiday quarter; shares slide amid bidding war for Warner Bros |work=Reuters |url=https://www.reuters.com/business/media-telecom/netflix-beats-revenue-estimates-subscribers-reach-325-million-2026-01-20/ }}</ref> | launch_date = {{Start date and age|1998|04|14}} (as a DVD e-commerce)<br/>{{start date and age|2007|01|16}} (as a streaming service) | current_status = Active | module = {{Infobox network service provider|child=yes|asn=2906}} }} '''Netflix''' is an American subscription video on-demand over-the-top streaming television service. The service primarily distributes original and acquired films and television shows from various genres. It is available internationally in multiple languages.<ref>{{Cite web |title=Netflix - Overview - Profile |url=https://ir.netflix.net/ir-overview/profile/default.aspx |access-date=June 1, 2023 |website=ir.netflix.net |archive-date=December 3, 2023 |archive-url=https://web.archive.org/web/20231203211052/https://ir.netflix.net/ir-overview/profile/default.aspx |url-status=live}}</ref>

Launched in 2007, nearly a decade after Netflix, Inc. began its pioneering DVD-by-mail movie rental service, Netflix is the most-subscribed video on demand streaming media service, with 325 million paid memberships in more than 190 countries as of 2026.<ref name="300million"/><ref name=whitten>{{cite web |url=https://www.cnbc.com/2024/10/17/netflix-nflx-earnings-q3-2024.html |title=Netflix third-quarter subscribers barely beat estimates as ad-tier members jump 35% |publisher=CNBC |date=October 17, 2024 |access-date=October 20, 2024 }}</ref> By 2022, "Netflix Original" productions accounted for half of its library in the United States and the namesake company had ventured into other categories, such as video game publishing of mobile games through its flagship service. As of 2025, Netflix is the 18th most-visited website in the world, with 21.18% of its traffic coming from the US, followed by the United Kingdom at 6.01%, Canada at 4.94%, and Brazil at 4.24%.<ref>{{Cite web |title=Top Websites Ranking |url=https://www.similarweb.com/top-websites/ |website=Similarweb |access-date=December 1, 2021 |archive-date=February 10, 2022 |archive-url=https://web.archive.org/web/20220210041116/https://www.similarweb.com/top-websites/ |url-status=live}}</ref><ref>{{cite web |url=https://www.similarweb.com/website/netflix.com/#geography |title=netflix.com |website=similarweb.com |access-date=December 11, 2023 |archive-date=October 2, 2023 |archive-url=https://web.archive.org/web/20231002203350/https://www.similarweb.com/website/netflix.com/#geography |url-status=live}}</ref>

== History == {{anchor|Founding and establishment}} {{For timeline|Timeline of Netflix}}

=== Launch as a mail-based rental business (1997–2006) === <!-- Netflix by mail links to Netflix, Inc.#Launch as a mail-based rental business (1997–2006), use that instead of Netflix#Launch as a mail-based rental business (1997–2006)-->

{{Main|Netflix by mail}}

Netflix was founded by Marc Randolph and Reed Hastings as a DVD rental service on August 29, 1997, in Scotts Valley, California. Launched on April 14, 1998, Netflix offered a per-rental model for each DVD but introduced a monthly subscription concept in September 1999,<ref>{{cite news |first=Jeffrey M. |last=O'Brien |url=https://www.wired.com/2002/12/netflix-6/ |title=The Netflix Effect |magazine=Wired |date=December 1, 2002 |url-status=live |archive-url=https://web.archive.org/web/20130905045540/http://www.wired.com/wired/archive/10.12/netflix.html |archive-date=September 5, 2013 |url-access=limited}}</ref> after which the per-rental model was dropped by early 2000.<ref>{{Cite news |url=https://www.cnbc.com/2020/09/22/how-netflix-almost-lost-the-movie-rental-wars-to-blockbuster.html |title=Netflix didn't kill Blockbuster — how Netflix almost lost the movie rental wars |first=Tom |last=Huddleston Jr. |publisher=CNBC |date=September 22, 2020 |access-date=September 11, 2021 |archive-date=May 24, 2023 |archive-url=https://web.archive.org/web/20230524072116/https://www.cnbc.com/2020/09/22/how-netflix-almost-lost-the-movie-rental-wars-to-blockbuster.html |url-status=live}}</ref> In 2005, 35,000 different films were available, and Netflix shipped 1 million DVDs out every day.<ref>{{Cite news |url=https://www.economist.com/business/2005/07/07/movies-to-go |title=Movies to go |newspaper=The Economist |date=July 7, 2005 |url-status=live |archive-url=https://web.archive.org/web/20081206232113/http://www.economist.com/displaystory.cfm?story_id=4149765 |archive-date=December 6, 2008}}</ref>

Through its Red Envelope Entertainment division, Netflix licensed and distributed independent films such as ''Born into Brothels'' (2004) and ''Sherrybaby'' (2006). In late 2006, Red Envelope Entertainment also expanded into producing original content with filmmakers such as John Waters.<ref>{{cite news |url=https://www.marketplace.org/2006/12/08/netflix-expands-indie-film-biz/ |title=Netflix expands indie film biz |last=Dornhelm |first=Rachel |date=December 8, 2006 |work=Marketplace |publisher=American Public Media |url-status=live |archive-url=https://web.archive.org/web/20061210040727/http://marketplace.publicradio.org/shows/2006/12/08/AM200612081.html |archive-date=December 10, 2006}}</ref> Netflix closed Red Envelope Entertainment in 2008.<ref>{{cite news |url=https://www.smh.com.au/technology/netflix-shuts-movie-financing-arm-to-focus-on-core-20080724-3k3b.html |title=Netflix shuts movie financing arm to focus on core |last=Jesdanun |first=Anick |work=The Sydney Morning Herald |agency=Associated Press |date=July 23, 2008 |url-status=live |archive-url=https://web.archive.org/web/20080726232337/http://ap.google.com/article/ALeqM5iKwZUPaTeYqpyM5ombXf-AXxTVoAD923Q2G01 |archive-date=July 26, 2008}}</ref><ref>{{cite news |url=https://www.hollywoodreporter.com/business/business-news/netflix-closing-red-envelope-116138/ |title=Netflix closing Red Envelope |last=Goldstein |first=Gregg |date=July 22, 2008 |agency=Associated Press |work=The Hollywood Reporter |url-status=live |archive-url=https://web.archive.org/web/20141026212257/http://securethoughts.com/netflix-closing-the-red-envelope/ |archive-date=October 26, 2014 }}</ref>

=== Transition to streaming services (2007–2012) === Hastings reportedly told Mynette Louie in the late-1990s that his goal was always streaming media, and that Netflix rented DVDs only to grow its customer base for streaming.<ref name="tavlin2025winter">{{Cite magazine |last=Tavlin |first=Will |date=Winter 2025 |title=Casual Viewing |url=https://www.nplusonemag.com/issue-49/essays/casual-viewing/ |access-date=February 1, 2025 |magazine=n+1 |language=en-US |issue=49}}</ref> By the mid-2000s, data speeds and bandwidth costs improved sufficiently, allowing customers to download movies from the internet. The original idea was a "Netflix box" that could download movies overnight and be ready to watch the next day. By 2005, Netflix had acquired movie rights and designed the box and service. But after witnessing how popular streaming services such as YouTube were despite the lack of high-definition content, the concept of using a hardware device was scrapped and replaced with a streaming concept.<ref>{{cite news |url=https://www.vox.com/2017/9/13/16288364/streampunks-book-excerpt-youtube-netflix-pivot-video |title=The inside story of how Netflix transitioned to digital video after seeing the power of YouTube |first=Robert |last=Kyncl |work=Vox Media |url-status=live |archive-url=https://web.archive.org/web/20171223044036/https://www.recode.net/2017/9/13/16288364/streampunks-book-excerpt-youtube-netflix-pivot-video |archive-date=December 23, 2017 |date=September 13, 2017}}</ref> In January 2007, the company launched a streaming media service, introducing video on demand via the Internet. However, at that time, it only had 1,000 films available for streaming, compared to 70,000 available on DVD.<ref name="netfx">{{cite magazine |last1=Gilbertson |first1=Scott |title=Netflix Debuts Streaming Service |url=https://www.wired.com/2007/01/netflix-debuts-streaming-service/?_sp=3cf52c69-9e14-44f8-87db-86479a2302bf.1758736034788#_=_ |access-date=September 24, 2025 |magazine=Wired |date=January 16, 2007}}</ref><ref>{{cite news |url=https://arstechnica.com/uncategorized/2007/01/8627/ |title=Netflix offers streaming movies to subscribers |url-status=live |archive-url=https://web.archive.org/web/20170902141413/https://arstechnica.com/uncategorized/2007/01/8627/ |archive-date=September 2, 2017 |date=January 16, 2007}}</ref> The service, then called "Watch Now", at first required Internet Explorer on a computer. Hollywood studios (including 20th Century Fox, Sony Pictures, MGM, Paramount Pictures, Universal Pictures, Warner Bros., New Line Cinema, and Lionsgate) licensed second-run content to the service, not expecting it to threaten their existing lucrative relationships with cable television.{{r|tavlin2025winter}}<ref>{{cite news |title=Netflix launches 1,000-title online movie feature |url=https://www.reuters.com/article/lifestyle/netflix-launches-1000-title-online-movie-feature-idUSN11457284/ |access-date=September 24, 2025 |work=Reuters |date=January 21, 2007}}</ref>

In February 2007, Netflix delivered its billionth DVD, a copy of ''Babel'' (2006) to a customer in Texas.<ref>{{cite news |url=https://www.nbcnews.com/id/wbna17331123 |title=Netflix delivers 1 billionth DVD |agency=Associated Press |publisher=NBC News |date=February 25, 2007 |access-date=September 9, 2021 |archive-date=September 9, 2021 |archive-url=https://web.archive.org/web/20210909162614/https://www.nbcnews.com/id/wbna17331123 |url-status=live}}</ref><ref>{{Cite news |url=https://www.reuters.com/article/netflix-billion-idUSN2333114720070226 |title=Texas woman takes one-billionth Netflix delivery |work=Reuters |date=February 26, 2007 |access-date=September 9, 2021 |archive-date=September 9, 2021 |archive-url=https://web.archive.org/web/20210909162614/https://www.reuters.com/article/netflix-billion-idUSN2333114720070226 |url-status=live}}</ref> In April 2007, Netflix recruited ReplayTV founder Anthony Wood, to build a "Netflix Player" that would allow streaming content to be played directly on a television rather than a desktop or laptop.<ref>{{cite news |url=https://www.cnet.com/news/netflix-appoints-vp-of-internet-tv/ |title=Netflix appoints VP of Internet TV |first=Erica |last=Ogg |publisher=CNET |date=April 16, 2007 |access-date=September 11, 2021 |archive-date=September 11, 2021 |archive-url=https://web.archive.org/web/20210911215439/https://www.cnet.com/news/netflix-appoints-vp-of-internet-tv/ |url-status=live}}</ref> Hastings eventually shut down the project to help encourage other hardware manufacturers to include built-in Netflix support, which would be spun off as the digital media player product Roku.<ref>{{Cite news |url=https://fortune.com/2012/11/01/rokus-anthony-wood-looks-beyond-the-box/ |title=Roku's Anthony Wood looks beyond the box |first=JP |last=Mangalindan |work=Fortune |date=November 1, 2012 |access-date=September 11, 2021 |archive-date=September 11, 2021 |archive-url=https://web.archive.org/web/20210911215456/https://fortune.com/2012/11/01/rokus-anthony-wood-looks-beyond-the-box/ |url-status=live}}</ref><ref>{{cite news |url=https://www.forbes.com/sites/angelauyeung/2019/12/16/how-billionaire-anthony-wood-quit-his-netflix-job-founded-roku-and-then-quadrupled-his-fortune-in-the-past-year/ |title=How Billionaire Anthony Wood Quit His Netflix Job, Founded Roku—And Then Quadrupled His Fortune In The Past Year |first=Angel |last=Au-Yeung |work=Forbes |date=December 31, 2019 |url-access=limited |access-date=September 11, 2021 |archive-date=September 11, 2021 |archive-url=https://web.archive.org/web/20210911215431/https://www.forbes.com/sites/angelauyeung/2019/12/16/how-billionaire-anthony-wood-quit-his-netflix-job-founded-roku-and-then-quadrupled-his-fortune-in-the-past-year/ |url-status=live}}</ref><ref name="Fastcompany">{{cite web |last=Carr |first=Austin |date=January 23, 2013 |title=Inside Netflix's Project Griffin: The Forgotten History Of Roku Under Reed Hastings |url=https://www.fastcompany.com/3004709/inside-netflixs-project-griffin-forgotten-history-roku-under-reed-hastings |url-status=live |archive-url=https://web.archive.org/web/20130123131157/https://www.fastcompany.com/3004709/inside-netflixs-project-griffin-forgotten-history-roku-under-reed-hastings |archive-date=January 23, 2013 |access-date=June 21, 2020 |website=Fast Company}}</ref>

In January 2008, all rental-disc subscribers became entitled to unlimited streaming at no additional cost. This change came in response to the introduction of Hulu and to Apple's new video-rental services.<ref>{{cite news |url=https://www.smh.com.au/technology/netflix-expands-internet-viewing-option-20080114-1lrq.html |title=Netflix Expands Internet Viewing Option |work=San Francisco Chronicle |agency=Associated Press |archive-url=https://web.archive.org/web/20080115195018/http://www.sfgate.com/cgi-bin/article.cgi?f=%2Fn%2Fa%2F2008%2F01%2F13%2Ffinancial%2Ff090113S93.DTL |archive-date=January 15, 2008 |url-status=live}}</ref><ref>{{cite news |title=Netflix to lift limits on streaming movies |url=https://www.dailynews.com/2008/01/14/netflix-to-lift-limits-on-streaming-movies/ |publisher=Los Angeles Daily News |agency=Associated Press |date=January 14, 2008 |access-date=September 11, 2021 |archive-date=September 5, 2017 |archive-url=https://web.archive.org/web/20170905212459/http://www.dailynews.com/20080114/netflix-to-lift-limits-on-streaming-movies |url-status=live}}</ref>{{Page needed|date=March 2022}} In August 2008, the Netflix database was corrupted and the company was unable to ship DVDs to customers for three days, leading the company to move all its data to the Amazon Web Services cloud.<ref>{{cite news |url=https://about.netflix.com/en/news/completing-the-netflix-cloud-migration |title=Completing the Netflix Cloud Migration |work=Netflix |date=February 11, 2016 |access-date=September 11, 2021 |archive-date=September 30, 2021 |archive-url=https://web.archive.org/web/20210930145503/https://about.netflix.com/en/news/completing-the-netflix-cloud-migration |url-status=live}}</ref> In November 2008, Netflix began offering subscribers rentals on Blu-ray and discontinued its sale of used DVDs.<ref>{{cite news |url=https://www.washingtonpost.com/wp-dyn/content/article/2008/11/04/AR2008110401495.html |title=Netflix Stops Selling DVDs |first=Ian |last=Paul |newspaper=The Washington Post |date=November 5, 2008 |access-date=September 11, 2021 |archive-date=August 14, 2022 |archive-url=https://web.archive.org/web/20220814224319/https://www.washingtonpost.com/wp-dyn/content/article/2008/11/04/AR2008110401495.html |url-status=live}}</ref> In 2009, Netflix streams overtook its DVD shipments.<ref>{{Cite news |url=https://venturebeat.com/2009/02/24/netflix-streams-already-rushing-past-dvds-in-2009/ |title=Netflix streams already rushing past DVDs in 2009? |first=MG |last=Siegler |work=VentureBeat |date=February 24, 2009 |access-date=September 12, 2021 |archive-date=September 12, 2021 |archive-url=https://web.archive.org/web/20210912154103/https://venturebeat.com/2009/02/24/netflix-streams-already-rushing-past-dvds-in-2009/ |url-status=live}}</ref>{{dubious|date=March 2026|reason=The source says "Now, this data could be a bit misleading because it’s only from a sample of FeedFlix users, as the blog Hacking Netflix points out. And these users are undoubtedly more internet-savvy and thus more likely to stream movies through Netflix’s Watch Instantly service."}}

In January 2010, Netflix agreed with Warner Bros. to delay new release rentals to 28 days after the DVDs became available for sale, in an attempt to help studios sell physical copies, and similar deals involving Universal Pictures and 20th Century Fox were reached on April 9.<ref>{{cite press release |url=https://www.warnerbros.com/news/press-releases/warner-bros-home-entertainment-and-netflix-announce-new-agreements-covering-availability |title=Warner Bros. Home Entertainment and Netflix Announce New Agreements Covering Availability of DVDs, Blu-ray and Streaming Content |publisher=Warner Bros. |date=January 6, 2010 |url-status=live |archive-url=https://web.archive.org/web/20161223063826/https://media.netflix.com/en/press-releases/warner-bros-home-entertainment-and-netflix-announce-new-agreements-covering-availability-of-dvds-blu-ray-and-streaming-content-migration-1 |archive-date=December 23, 2016}}</ref><ref>{{cite press release |url=https://www.prnewswire.com/news-releases/universal-studios-home-entertainment-and-netflix-announce-new-distribution-deals-for-dvds-blu-ray-and-streaming-content-90333639.html |title=Universal Studios Home Entertainment and Netflix Announce New Distribution Deals for DVDs, Blu-ray, Disney and Streaming Content |agency=PR Newswire |date=April 9, 2010 |archive-url=https://web.archive.org/web/20110714065342/http://netflix.mediaroom.com/index.php?s=43&item=352 |archive-date=July 14, 2011 |url-status=live}}</ref><ref>{{cite press release |url=http://www.prnewswire.com/news-releases/twentieth-century-fox-and-netflix-announce-comprehensive-strategic-agreement-that-includes-physical-and-digital-distribution-90333649.html |title=Twentieth Century Fox and Netflix Announce Comprehensive Strategic Agreement That Includes Physical and Digital Distribution |agency=PR Newswire |date=April 9, 2010 |url-status=live |archive-url=https://web.archive.org/web/20161223071100/http://www.prnewswire.com/news-releases/twentieth-century-fox-and-netflix-announce-comprehensive-strategic-agreement-that-includes-physical-and-digital-distribution-90333649.html |archive-date=December 23, 2016}}</ref> In February 2010, Netflix signed a deal to stream 300 indie movie titles.<ref>{{cite news |last1=Wauters |first1=Robin |title=Netflix Adds About 300 Indie Films For On-Demand Streaming |url=https://techcrunch.com/2010/02/01/netflix-adds-about-300-indie-films-for-on-demand-streaming/ |access-date=January 17, 2026 |work=TechCrunch |date=February 1, 2010}}</ref> In July 2010, Netflix signed a deal to stream movies of Relativity Media.<ref>{{cite news |url=https://www.reuters.com/article/us-netflix-idUSTRE6650Y220100706 |title=Netflix signs movie deal with Relativity Media |first=Sue |last=Zeidler |work=Reuters |date=July 6, 2010 |archive-url=https://web.archive.org/web/20150109002443/https://www.reuters.com/article/2010/07/06/us-netflix-idUSTRE6650Y220100706 |archive-date=January 9, 2015 |url-status=live}}</ref> It also announced an expansion of its deal with Warner Bros. Television adding more shows, including ''Veronica Mars'' and ''Nip/Tuck''.<ref>{{cite news |last1=Wauters |first1=Robin |title=More Warner Catalog TV Shows Come To Netflix: Nip/Tuck, Veronica Mars And More |url=https://techcrunch.com/2010/07/15/warner-netflix/ |access-date=January 17, 2026 |work=TechCrunch |date=July 15, 2010}}</ref> In August 2010, Netflix reached a five-year deal worth nearly $1 billion to stream films from Paramount, Lionsgate, and Metro-Goldwyn-Mayer. The deal increased Netflix's annual spending fees, adding roughly $200 million per year. It spent $117 million in the first six months of 2010 on streaming, up from $31 million in 2009.<ref>{{Cite news |title=Netflix to Stream Films From Paramount, Lions Gate, MGM |first=Brian |last=Stelter |work=The New York Times |date=August 10, 2010 |url=https://mediadecoder.blogs.nytimes.com/2010/08/10/netflix-to-stream-films-from-paramount-lionsgate-mgm/ |url-access=limited |url-status=live |archive-url=https://web.archive.org/web/20100811224716/http://mediadecoder.blogs.nytimes.com/2010/08/10/netflix-to-stream-films-from-paramount-lionsgate-mgm/ |archive-date=August 11, 2010}}</ref> In September 2010, Netflix launched in Canada, its first international market.<ref>{{cite news |title=Netflix stumbles as it launches in Canada |url=https://www.thestar.com/entertainment/2010/09/22/netflix_stumbles_as_it_launches_in_canada.html |work=Toronto Star |date=September 10, 2010 |url-status=live |archive-url=https://web.archive.org/web/20141209182028/http://www.thestar.com/entertainment/2010/09/22/netflix_stumbles_as_it_launches_in_canada.html |archive-date=December 9, 2014}}</ref><ref>{{cite news |title=Netflix launches Canadian movie service |url=https://www.cbc.ca/news/science/netflix-launches-canadian-movie-service-1.872505 |first=Peter |last=Nowak |publisher=CBC News |url-status=live |archive-url=https://web.archive.org/web/20160213070840/http://www.cbc.ca/news/technology/netflix-launches-canadian-movie-service-1.872505 |archive-date=February 13, 2016}}</ref> In November 2010, Netflix began offering a standalone streaming service separate from DVD rentals.<ref>{{cite news |url=https://www.nytimes.com/2010/11/25/business/25netflix.html |title=Netflix's Move Onto the Web Stirs Rivalries |work=The New York Times |date=November 25, 2010 |last1=Arango |first1=Tim |last2=Carr |first2=David |pages=A1 |url-access=limited |url-status=live |archive-url=https://web.archive.org/web/20130723064040/http://www.nytimes.com/2010/11/25/business/25netflix.html?pagewanted=all |archive-date=July 23, 2013 }}</ref>

In 2010, Netflix acquired the rights to ''Breaking Bad'', produced by Sony Pictures Television, after the show's third season, at a point where original broadcaster AMC had expressed the possibility of canceling the show. Sony pushed Netflix to release ''Breaking Bad'' in time for the fourth season, which as a result, greatly expanded the show's audience on AMC due to new viewers binging on past episodes via Netflix, and doubling its viewership by the time of the fifth season. ''Breaking Bad'' is considered the first show to have this "Netflix effect".<ref>{{cite news |url=https://www.hollywoodreporter.com/features/breaking-bad-movie-aaron-paul-series-creator-revisiting-amc-show-1240406 |title='Breaking Bad' Returns: Aaron Paul and Vince Gilligan Take a TV Classic for a Spin in 'El Camino' |first=Rebecca |last=Keegan |work=The Hollywood Reporter |date=September 18, 2019 |access-date=December 11, 2023 |archive-date=April 15, 2020 |archive-url=https://web.archive.org/web/20200415003736/https://www.hollywoodreporter.com/features/breaking-bad-movie-aaron-paul-series-creator-revisiting-amc-show-1240406 |url-status=live}}</ref>

In January 2011, Netflix announced agreements with several manufacturers to include branded Netflix buttons on the remote controls of devices compatible with the service, such as Blu-ray players.<ref>{{Cite news |url=https://www.cnet.com/news/remote-controls-to-get-a-netflix-button/ |title=Remote controls to get a Netflix button |publisher=CNET |date=January 4, 2011 |url-status=live |archive-url=https://web.archive.org/web/20170314065730/https://www.cnet.com/news/remote-controls-to-get-a-netflix-button/ |archive-date=March 14, 2017}}</ref> By May 2011, Netflix had become the largest source of Internet streaming traffic in North America, accounting for 30% of traffic during peak hours.<ref>{{Cite news |url=https://techcrunch.com/2011/05/17/netflix-largest-internet-traffic/ |title=Netflix Now The Largest Single Source of Internet Traffic In North America |first=Erick |last=Schonfeld |work=TechCrunch |date=May 17, 2011 |access-date=September 12, 2021 |archive-date=September 12, 2021 |archive-url=https://web.archive.org/web/20210912154101/https://techcrunch.com/2011/05/17/netflix-largest-internet-traffic/ |url-status=live}}</ref><ref>{{Cite news |url=https://www.engadget.com/2011-05-17-study-finds-netflix-is-the-largest-source-of-internet-traffic-in.html |title=Study finds Netflix is the largest source of internet traffic in North America |first=Richard |last=Lawler |work=Engadget |date=May 17, 2011 |access-date=September 12, 2021 |archive-date=September 12, 2021 |archive-url=https://web.archive.org/web/20210912154104/https://www.engadget.com/2011-05-17-study-finds-netflix-is-the-largest-source-of-internet-traffic-in.html |url-status=live}}</ref><ref>{{Cite news |url=https://www.washingtonpost.com/blogs/post-tech/post/netflix-biggest-driver-of-us-internet-traffic-puts-spotlight-on-broadband-pricing/2011/05/16/AFg3yg5G_blog.html |title=Netflix biggest driver of U.S. Internet traffic, puts spotlight on broadband pricing |first=Cecilia |last=Kang |newspaper=The Washington Post |date=May 17, 2011 |access-date=September 12, 2021 |archive-date=October 5, 2016 |archive-url=https://web.archive.org/web/20161005175312/https://www.washingtonpost.com/blogs/post-tech/post/netflix-biggest-driver-of-us-internet-traffic-puts-spotlight-on-broadband-pricing/2011/05/16/AFg3yg5G_blog.html |url-status=live}}</ref><ref>{{cite news |url=https://blogs.wsj.com/marketbeat/2011/05/04/time-warner-chief-things-like-netflix-are-welcome-additions/ |title=Time Warner Chief: 'Things Like Netflix are Welcome Additions' |last=Phillips |first=Matt |work=The Wall Street Journal |date=May 4, 2011 |url-access=subscription |url-status=live |archive-url=https://web.archive.org/web/20110907123433/http://blogs.wsj.com/marketbeat/2011/05/04/time-warner-chief-things-like-netflix-are-welcome-additions/ |archive-date=September 7, 2011}}</ref>

In July 2011, Netflix announced it would be separating its existing subscription plans into two: one covering the streaming and the other DVD rental services.<ref>{{cite news |url=https://www.techhive.com/article/236576/netflix_price_hike_backlash_wont_last.html |title=Netflix: Price Hike Backlash Won't Last |first=Jared |last=Newman |work=International Data Group |date=July 26, 2011 |access-date=August 13, 2018 |archive-date=August 13, 2018 |archive-url=https://web.archive.org/web/20180813175049/https://www.techhive.com/article/236576/netflix_price_hike_backlash_wont_last.html |url-status=dead}}</ref><ref name="hikes">{{cite news |last=Reisinger |first=Don |url=https://www.cnet.com/home/smart-home/netflix-hikes-prices-adds-dvd-only-plan/ |title=Netflix hikes prices, adds DVD-only plan |publisher=CNET |date=July 12, 2011 |url-status=live |archive-url=https://web.archive.org/web/20120503014400/http://news.cnet.com/8301-13506_3-20078765-17/netflix-hikes-prices-adds-dvd-only-plan/ |archive-date=May 3, 2012}}</ref> The cost for streaming would be $7.99 per month, while DVD rental would start at the same price.<ref name="fire">{{cite news |last=Mack |first=Eric |url=https://www.cnet.com/tech/services-and-software/dear-netflix-price-hike-ignites-social-media-fire/ |title='Dear Netflix': Price hike ignites social-media fire |publisher=CNET |date=July 12, 2011 |url-status=live |archive-url=https://web.archive.org/web/20120503014001/http://news.cnet.com/8301-1023_3-20078960-93/dear-netflix-price-hike-ignites-social-media-fire/ |archive-date=May 3, 2012 }}</ref> In September 2011, Netflix expanded to countries in Latin America.<ref>{{cite news |url=https://www.engadget.com/2011-09-05-netflix-lands-in-brazil-43-other-latin-american-countries-withi.html |title=Netflix lands in Brazil, 43 other Latin American countries within the week |first=T. |last=O'Brien |work=Engadget |date=September 5, 2011 |access-date=September 12, 2021 |archive-date=September 12, 2021 |archive-url=https://web.archive.org/web/20210912020747/https://www.engadget.com/2011-09-05-netflix-lands-in-brazil-43-other-latin-american-countries-withi.html |url-status=live}}</ref><ref>{{Cite news |url=https://techcrunch.com/2011/09/05/netflix-starts-rolling-out-movie-and-tv-show-streaming-service-to-mexico-latin-america-and-the-caribbean/ |title=Netflix Starts Rolling Out Streaming Service To Mexico, Latin America |first=Leena |last=Rao |work=TechCrunch |date=September 5, 2011 |access-date=September 12, 2021 |archive-date=September 12, 2021 |archive-url=https://web.archive.org/web/20210912020747/https://techcrunch.com/2011/09/05/netflix-starts-rolling-out-movie-and-tv-show-streaming-service-to-mexico-latin-america-and-the-caribbean/ |url-status=live}}</ref><ref>{{Cite news |url=https://www.cnet.com/tech/services-and-software/netflix-launches-streaming-service-in-latin-america/ |title=Netflix launches streaming service in Latin America |first=Steven |last=Musil |publisher=CNET |date=September 5, 2011 |access-date=September 12, 2021 |archive-date=September 12, 2021 |archive-url=https://web.archive.org/web/20210912020751/https://www.cnet.com/tech/services-and-software/netflix-launches-streaming-service-in-latin-america/ |url-status=live}}</ref> That same month, Netflix announced its intentions to rebrand and restructure its DVD home media rental service as an independent subsidiary called Qwikster, separating DVD rental and streaming services.<ref>{{cite news |url=https://www.engadget.com/2011/09/19/netflix-spins-dvd-by-mail-service-off-into-qwikster-says-its/ |title=Netflix spins DVD-by-mail service off into Qwikster, says it's 'done' with price changes (video) |first=Richard |last=Lawler |work=Engadget |date=September 19, 2011 |archive-url=https://web.archive.org/web/20140308083616/http://www.engadget.com/2011/09/19/netflix-spins-dvd-by-mail-service-off-into-qwikster-says-its/ |archive-date=March 8, 2014 |url-status=live}}</ref><ref>{{cite news |url=https://www.engadget.com/2011/09/19/editorial-reed-hastings-netflix-spinoff-isnt-about-dvd-succes/ |title=Editorial: Reed Hastings' Netflix spinoff isn't about DVD success, it's about hedging the stream |first=Darren |last=Murph |work=Engadget |date=September 19, 2011 |archive-url=https://web.archive.org/web/20140308083906/http://www.engadget.com/2011/09/19/editorial-reed-hastings-netflix-spinoff-isnt-about-dvd-succes/ |archive-date=March 8, 2014 |url-status=live}}</ref><ref>{{cite news |url=http://www.cnn.com/2011/09/19/tech/web/netflix-qwikster/ |title=Netflix renames DVD-by-mail service, adds video games |publisher=CNN |date=September 19, 2011 |url-status=live |archive-url=https://web.archive.org/web/20110919084932/http://www.cnn.com/2011/09/19/tech/web/netflix-qwikster/ |archive-date=September 19, 2011}}</ref><ref>{{cite news |title=Netflix Splits DVD-Streaming Business, Rebrands With Qwikster, Adds Video Games |url=https://www.fastcompany.com/1781145/netflix-splits-dvd-streaming-business-rebrands-qwikster-adds-video-games |first=AUSTIN |last=CARR |work=Fast Company |date=September 19, 2011 |url-status=live |archive-url=https://web.archive.org/web/20161009194746/https://www.fastcompany.com/1781145/netflix-splits-dvd-streaming-business-rebrands-qwikster-adds-video-games |archive-date=October 9, 2016}}</ref><ref>{{cite news |title=Remember When Netflix Wanted To Rent DVDs on a Different Website? Yeah, That Was A Fun Week |url=https://techcrunch.com/2011/10/10/remember-when-netflix-wanted-to-rent-dvds-on-a-different-website-yeah-that-was-a-fun-week/ |first=John |last=Biggs |work=TechCrunch |url-status=live |archive-url=https://web.archive.org/web/20161009175540/https://techcrunch.com/2011/10/10/remember-when-netflix-wanted-to-rent-dvds-on-a-different-website-yeah-that-was-a-fun-week/ |archive-date=October 9, 2016}}</ref> Customers reacted negatively, seeing this as a price increase and a betrayal of customer loyalty. Netflix's stock value dropped, and 800,000 of its 12 million customers cancelled their subscriptions. Netflix quickly apologized, and in October 2011, announced it would retain its DVD service under the name Netflix and that its streaming and DVD-rental plans would remain branded together.<ref>{{cite news |last=Stelter |first=Brian |date=October 10, 2011 |title=Netflix, in Reversal, Will Keep Its Services Together |url=https://mediadecoder.blogs.nytimes.com/2011/10/10/netflix-abandons-plan-to-rent-dvds-on-qwikster/ |url-access=limited |url-status=live |archive-url=https://web.archive.org/web/20160613141313/http://mediadecoder.blogs.nytimes.com/2011/10/10/netflix-abandons-plan-to-rent-dvds-on-qwikster/ |archive-date=June 13, 2016 |work=The New York Times}}</ref><ref>{{cite news |last=Lawler |first=Richard |date=October 10, 2011 |title=Netflix backtracks on Qwikster, will keep DVDs and streaming under the same URL |url=https://www.engadget.com/2011/10/10/netflix-backtracks-on-qwikster-will-keep-dvds-and-streaming-und/ |url-status=live |archive-url=https://web.archive.org/web/20140308084347/http://www.engadget.com/2011/10/10/netflix-backtracks-on-qwikster-will-keep-dvds-and-streaming-und/ |archive-date=March 8, 2014 |work=Engadget}}</ref><ref>{{Cite book |last=Ariely |first=Dan |title=Amazing Decisions |year=2019 |isbn=978-0-374-10376-7 |edition=Hill and Wang |location=New York, New York |pages=128–129}}</ref>

On September 26, 2011, Netflix announced a content deal with DreamWorks Animation.<ref>{{cite news |title=Netflix, DreamWorks Announce Content Deal |url=https://www.nytimes.com/2011/09/26/business/media/netflix-secures-streaming-deal-with-dreamworks.html |work=The New York Times |date=September 26, 2011 |first1=Brooks |last1=Barnes |first2=Brian |last2=Stelter |url-status=live |archive-url=https://web.archive.org/web/20110926235135/http://www.nytimes.com/2011/09/26/business/media/netflix-secures-streaming-deal-with-dreamworks.html?pagewanted=all |archive-date=September 26, 2011}}</ref>

In October 2011, Netflix and The CW signed a multi-year output deal for its television shows.<ref>{{Cite web |last=Flint |first=Joe |date=October 13, 2011 |title=Netflix deal makes CW pay off for CBS and Warner Bros. |url=https://www.latimes.com/archives/blogs/company-town-blog/story/2011-10-13/netflix-deal-makes-cw-pay-off-for-cbs-and-warner-bros |access-date=September 26, 2023 |website=Los Angeles Times |language=en-US |archive-date=October 18, 2023 |archive-url=https://web.archive.org/web/20231018200944/https://www.latimes.com/archives/blogs/company-town-blog/story/2011-10-13/netflix-deal-makes-cw-pay-off-for-cbs-and-warner-bros |url-status=live}}</ref> In January 2012, Netflix started its expansion to Europe, launching in the UK and Ireland.<ref>{{cite magazine| title = Netflix Launches In the UK, Ireland as Amazon's Lovefilm Battles Back| date = January 9, 2012| url = https://www.wired.com/2012/01/netflix-launches-in-the-uk-ireland-as-amazons-lovefilm-battles-back/| access-date = June 20, 2024|magazine=Wired}}</ref> In February 2012, Netflix reached a multi-year agreement with The Weinstein Company.<ref>{{cite news |url=https://deadline.com/2012/02/nextflix-lands-pay-tv-rights-to-the-artist-as-part-of-weinstein-co-deal-233952/ |title=Weinstein Co. and Netflix sign a multi-year licensing agreement |work=Deadline Hollywood |date=February 21, 2012 |url-status=live |archive-url=https://web.archive.org/web/20120222130448/http://www.deadline.com/2012/02/nextflix-lands-pay-tv-rights-to-the-artist-as-part-of-weinstein-co-deal/ |archive-date=February 22, 2012}}</ref><ref>{{Cite news |url=https://deadline.com/2013/08/netflix-weinstein-co-to-reinvent-pay-tv-experience-with-new-multi-year-pact-567620/ |title=Netflix, Weinstein Co To "Reinvent" Pay-TV Experience With New Multi-Year Pact |work=Deadline Hollywood |date=August 20, 2013 |archive-url=https://web.archive.org/web/20130821082715/http://www.deadline.com/2013/08/netflix-weinstein-co-to-reinvent-pay-tv-experience-with-new-multi-year-pact/ |archive-date=August 21, 2013 |url-status=live}}</ref> In March 2012, Netflix acquired the domain name DVD.com.<ref>{{cite news |title=Netflix Sharpens Focus On DVDs With DVD.com, But Don't Cry Qwikster. (It's Staying) |url=https://techcrunch.com/2012/03/30/netflix-sharpens-focus-on-dvds-with-dvd-com-but-dont-cry-qwikster-its-staying/ |work=TechCrunch |date=March 30, 2012 |url-status=live |archive-url=https://web.archive.org/web/20161009163626/https://techcrunch.com/2012/03/30/netflix-sharpens-focus-on-dvds-with-dvd-com-but-dont-cry-qwikster-its-staying/ |archive-date=October 9, 2016}}</ref> By 2016, Netflix rebranded its DVD-by-mail service under the name ''DVD.com, A Netflix Company''.<ref>{{cite news |title=Is Netflix About to Copy Amazon? |url=https://www.fool.com/investing/2016/06/25/is-netflix-about-to-copy-amazon.aspx |first=Rick |last=Munarriz |work=The Motley Fool |date=June 25, 2016 |url-status=live |archive-url=https://web.archive.org/web/20161009210235/http://www.fool.com/investing/2016/06/25/is-netflix-about-to-copy-amazon.aspx |archive-date=October 9, 2016}}</ref><ref>{{cite news |title=Here's How Netflix's DVD Envelope Designs Have Changed Since 2012 |url=https://www.pastemagazine.com/design/netflix/heres-how-netflixs-dvd-envelopes-have-changed-sinc/ |first=Cameron |last=Wade |work=Paste |date=September 15, 2016 |url-status=live |archive-url=https://web.archive.org/web/20161009143551/https://www.pastemagazine.com/articles/2016/09/heres-how-netflixs-dvd-envelopes-have-changed-sinc.html |archive-date=October 9, 2016}}</ref> In April 2012, Netflix filed with the Federal Election Commission (FEC) to form a political action committee (PAC) called FLIXPAC.<ref name="FLIXPAC">{{cite news |last=Levinthal |first=Dave |title=Netflix forms PAC |url=https://www.politico.com/story/2012/04/netflix-forms-pac-074929 |work=Politico |date=April 7, 2012 |url-status=live |archive-url=https://web.archive.org/web/20150316152635/http://www.politico.com/news/stories/0412/74929.html |archive-date=March 16, 2015}}</ref> Netflix spokesperson Joris Evers tweeted that the intent was to "engage on issues like net neutrality, bandwidth caps, UBB and VPPA".<ref>{{cite news |last=Rashid |first=Fahmida Y. |title=Netflix Isn't Pro-CISPA, Facebook Is |url=https://www.pcmag.com/archive/netflix-isnt-pro-cispa-facebook-is-296445 |work=PC Magazine |date=April 10, 2012 |url-status=live |archive-url=https://web.archive.org/web/20160123205737/http://securitywatch.pcmag.com/security/296445-netflix-isn-t-pro-cispa-facebook-is |archive-date=January 23, 2016}}</ref><ref>{{cite news |last=Thier |first=Dave |title=Netflix Has NOT Formed a Pro-Sopa Super-PAC |url=https://www.forbes.com/sites/davidthier/2012/04/09/netflix-has-not-formed-a-pro-sopa-super-pac/ |work=Forbes |date=April 10, 2012 |url-status=live |archive-url=https://web.archive.org/web/20171102061012/https://www.forbes.com/sites/davidthier/2012/04/09/netflix-has-not-formed-a-pro-sopa-super-pac/ |archive-date=November 2, 2017}}</ref> In June 2012, Netflix signed a deal with Open Road Films.<ref>{{cite news |url=https://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/06/open-road-films-signs-pay-tv-deal-with-netflix.html |date=June 28, 2012 |first=Ben |last=Fritz |work=Los Angeles Times |title=Company Town |url-status=live |archive-url=https://web.archive.org/web/20120211211227/http://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/06/open-road-films-signs-pay-tv-deal-with-netflix.html |archive-date=February 11, 2012 }}</ref><ref>{{Cite news |url=https://techcrunch.com/2012/07/23/netflix-adds-warner-bros-exec-as-its-new-chief-marketing-officer/ |title=Netflix Adds Warner Bros. Exec as its New Chief Marketing Officer |last=Lawler |first=Ryan |date=July 24, 2012 |url-status=live |archive-url=https://web.archive.org/web/20160507072004/http://techcrunch.com/2012/07/23/netflix-adds-warner-bros-exec-as-its-new-chief-marketing-officer/ |archive-date=May 7, 2016}}</ref>

In August 2012, Netflix and The Weinstein Company signed a multi-year output deal for RADiUS-TWC films.<ref>{{cite press release |url=https://www.prnewswire.com/news-releases/netflix-and-radius-twc-announce-multi-year-output-deal-in-the-united-states-to-bring-diverse-slate-to-widest-possible-audience-167159025.html |archive-url=https://web.archive.org/web/20120826120807/http://www.heraldonline.com/2012/08/23/4208027/netflix-and-radius-twc-announce.html |url-status=live |archive-date=August 26, 2012 |title=Netflix And RADiUS-TWC Announce Multi-Year Output Deal in the United States To Bring Diverse Slate To Widest Possible Audience |agency=PR Newswire |date=August 23, 2012}}</ref><ref>{{Cite news |url=https://www.engadget.com/2012-08-23-netflix-inks-deal-with-weinstein-co-owned-radius-twc-films-com.html |title=Netflix inks deal with Weinstein Co.-owned Radius-TWC, films coming to watch instantly next year |first=Brian |last=Heater |work=Engadget |date=August 23, 2012 |access-date=September 12, 2021 |archive-date=September 12, 2021 |archive-url=https://web.archive.org/web/20210912154103/https://www.engadget.com/2012-08-23-netflix-inks-deal-with-weinstein-co-owned-radius-twc-films-com.html |url-status=live}}</ref> In September 2012, Epix signed a five-year streaming deal with Netflix. For the initial two years of this agreement, first-run and back-catalog content from Epix was exclusive to Netflix. Epix films came to Netflix 90 days after premiering on Epix.<ref>{{cite news |url=https://adage.com/article/media/amazon-adds-epix-movies-streaming-service/237003 |title=Amazon Adds Movies to Streaming Service in New Challenge to Netflix |work=Advertising Age |date=September 4, 2012 |url-access=subscription |archive-url=https://web.archive.org/web/20140308085929/http://adage.com/article/media/amazon-adds-epix-movies-streaming-service/237003/ |archive-date=March 8, 2014 |url-status=live}}</ref> These included films from Paramount, Metro-Goldwyn-Mayer, and Lionsgate.<ref>{{cite news |url=http://content.usatoday.com/communities/technologylive/post/2010/08/epix-netflix-announce-deal-to-stream-movies-/1?csp=34tech |title=Epix, Netflix announce deal to stream movies |first=Nancy |last=Blair |work=USA Today |date=August 10, 2010 |issn=0734-7456 |archive-url=https://web.archive.org/web/20140308091117/http://content.usatoday.com/communities/technologylive/post/2010/08/epix-netflix-announce-deal-to-stream-movies-/1?csp=34tech |archive-date=March 8, 2014 |url-status=live}}</ref><ref>{{cite news |url=https://www.reuters.com/article/us-viacom-idUSBRE8420KJ20120503 |title=Viacom profit beats, but Nickelodeon worries loom |work=Reuters |date=May 3, 2012 |editor1-first=Gerald E. |editor1-last=McCormick |editor2-first=Lisa |editor2-last=Von Ahn |first=Yinka |last=Adegoke |archive-url=https://web.archive.org/web/20140308105003/https://www.reuters.com/article/2012/05/03/us-viacom-idUSBRE8420KJ20120503 |archive-date=March 8, 2014 |url-status=live}}</ref>

In October 2012, Netflix launched in Denmark, Finland, Norway, and Sweden.<ref>{{cite press release |title=Netflix Launches in Sweden, Denmark, Norway And Finland |date=October 18, 2012 |url=https://www.prnewswire.com/news-releases/netflix-launches-in-sweden-denmark-norway-and-finland-174749581.html |agency=PR Newswire |url-status=live |archive-url=https://web.archive.org/web/20141127211314/http://www.prnewswire.com/news-releases/netflix-launches-in-sweden-denmark-norway-and-finland-174749581.html |archive-date=November 27, 2014 }}</ref><ref>{{Cite news |url=https://thenextweb.com/news/as-promised-netflix-launches-in-denmark-norway-and-finland-in-addition-to-sweden |title=Netflix launches in Norway today and Finland tomorrow following Sweden and Denmark |first=Emil |last=Protalinski |work=The Next Web |date=October 17, 2012 |access-date=September 9, 2021 |archive-date=September 9, 2021 |archive-url=https://web.archive.org/web/20210909162616/https://thenextweb.com/news/as-promised-netflix-launches-in-denmark-norway-and-finland-in-addition-to-sweden |url-status=live}}</ref> In December 2012, Netflix and Disney announced an exclusive multi-year agreement for first-run US subscription television rights to Walt Disney Studios' animated and live-action films, with classics such as ''Dumbo'' (1941), ''Alice in Wonderland'' (1951)'','' and ''Pocahontas'' (1995) available immediately and others available on Netflix beginning in 2016.<ref>{{Cite news |url=https://www.cbsnews.com/news/netflix-outbids-premium-tv-for-rights-to-disney-movies/ |title=Netflix outbids premium TV for rights to Disney movies |agency=Associated Press |publisher=CBS News |archive-url=https://web.archive.org/web/20130524050100/http://www.cbsnews.com/8301-505124_162-57557111/netflix-outbids-premium-tv-for-rights-to-disney-movies/ |archive-date=May 24, 2013 |url-status=live}}</ref> Direct-to-video releases were made available in 2013.<ref>{{Cite news |url=https://variety.com/2012/digital/news/disney-inks-exclusive-deal-with-netflix-1118063070/ |title=Disney inks exclusive licensing deal with Netflix |date=December 4, 2012 |first=Marc |last=Graser |archive-url=https://web.archive.org/web/20130209062000/http://www.variety.com/article/VR1118063070 |archive-date=February 9, 2013 |url-status=live}}</ref><ref>{{Cite news |url=https://www.huffingtonpost.com/2012/11/19/disney-movies-online-shutting-down_n_2160631.html |title='Disney Movies Online' Store, Site Shutting Down |archive-url=https://web.archive.org/web/20160122145832/http://www.huffingtonpost.com/2012/11/19/disney-movies-online-shutting-down_n_2160631.html |archive-date=January 22, 2016 |url-status=dead}}</ref>

In January 2013, Netflix signed an agreement with Time Warner's Turner Broadcasting System and Warner Bros. Television to distribute Cartoon Network, Warner Bros. Animation, and Adult Swim content, as well as TNT's ''Dallas'', beginning in March 2013. The rights to these programs were given to Netflix shortly after deals with Viacom to stream Nickelodeon and Nick Jr. Channel programs expired.<ref>{{cite news |url=https://www.cnet.com/tech/services-and-software/netflix-scores-deals-with-turner-warner-bros/ |title=Netflix scores deals with Turner, Warner Bros. |first=Lance |last=Whitney |publisher=CNET |date=January 14, 2013 |url-status=live |archive-url=https://web.archive.org/web/20130116092658/http://news.cnet.com/8301-1023_3-57563850-93/netflix-scores-deals-with-turner-warner-bros/ |archive-date=January 16, 2013}}</ref>

For cost reasons, Netflix stated it would limit its expansion in 2013,<ref>{{cite news |last=Wallenstein |first=Andrew |title=Netflix 2014 European Expansion: A Look Ahead |work=Variety |url=https://variety.com/2014/digital/news/netflix-makes-plans-to-move-into-europe-but-it-faces-fights-from-local-competitors-1201125910/ |url-status=live |archive-url=https://web.archive.org/web/20141219234633/http://variety.com/2014/digital/news/netflix-makes-plans-to-move-into-europe-but-it-faces-fights-from-local-competitors-1201125910/ |archive-date=December 19, 2014}}</ref> adding only one new market—the Netherlands—in September of that year. This expanded its availability to 40 territories.<ref>{{Cite news | url=https://www.reuters.com/article/technology/netflix-launches-video-streaming-service-in-the-netherlands-idUSBRE98A06S/ | title=Netflix launches video streaming service in The Netherlands | first=Lisa | last=Richwine | work=Reuters | date=September 11, 2013}}</ref><ref>{{cite news |last=ROXBOROUGH |first=SCOTT |date=September 11, 2013 |title=Netflix Launches in the Netherlands |work=The Hollywood Reporter |url=https://www.hollywoodreporter.com/tv/tv-news/netflix-launches-netherlands-625952/ |access-date=September 12, 2021 |archive-date=September 12, 2021 |archive-url=https://web.archive.org/web/20210912154101/https://www.hollywoodreporter.com/tv/tv-news/netflix-launches-netherlands-625952/ |url-status=live}}</ref>

=== Development of original programming and distribution expansion (2013–2017) === Netflix had long closely analyzed its customers' preferences. Watch Now gave the company real-time data on their behavior, such as scenes that customers replayed or skipped, or when they stopped watching a show.{{r|tavlin2025winter}} In 2011, Netflix began its efforts into original content development. In March, it made a straight-to-series order from MRC for the political drama ''House of Cards'', led by Kevin Spacey, outbidding US cable networks. This marked the first instance of a first-run television series being specifically commissioned by the service.<ref>{{Cite web |last=Andreeva |first=Nellie |date=March 15, 2011 |title=Netflix To Enter Original Programming With Mega Deal For David Fincher-Kevin Spacey Series 'House Of Cards' |url=https://deadline.com/2011/03/netflix-to-enter-original-programming-with-mega-deal-for-david-fincher-kevin-spacey-drama-series-house-of-cards-114184/ |access-date=March 17, 2023 |website=Deadline |language=en-US |archive-date=March 17, 2023 |archive-url=https://web.archive.org/web/20230317151949/https://deadline.com/2011/03/netflix-to-enter-original-programming-with-mega-deal-for-david-fincher-kevin-spacey-drama-series-house-of-cards-114184/ |url-status=live}}</ref> Netflix executives said that its customers' love of films by Spacey and show director David Fincher caused the company to acquire the show. Customers' tendency to binge watch many episodes without stopping caused it to release all 13 episodes of the show's first season at the same time.{{r|tavlin2025winter}} In November the same year, Netflix added two more significant productions to its roster: the comedy-drama ''Orange Is the New Black'' (''OITNB''), adapted from Piper Kerman's memoir,<ref>{{cite web |last=Andreeva |first=Nellie |date=November 11, 2011 |title=Netflix, Lionsgate TV Closing Deal For Jenji Kohan's 'Orange Is The New Black' Comedy |url=https://deadline.com/2011/11/netflix-lionsgate-tv-closing-deal-for-jenji-kohans-orange-is-the-new-black-comedy-194098/ |url-status=live |archive-url=https://web.archive.org/web/20131107234421/http://www.deadline.com/2011/11/netflix-lionsgate-tv-closing-deal-for-jenji-kohans-orange-is-the-new-black-comedy/ |archive-date=November 7, 2013 |access-date=May 2, 2016 |website=Deadline Hollywood}}</ref> and a new season of the previously canceled Fox sitcom ''Arrested Development''.<ref name="netflix revival">{{Cite magazine |last=Hibberd |first=James |date=November 18, 2011 |title='Arrested Development' officially back! Revived series coming to Netflix |url=http://insidetv.ew.com/2011/11/18/arrested-development-netflix/ |url-status=dead |magazine=Entertainment Weekly |archive-url=https://web.archive.org/web/20120212122125/http://insidetv.ew.com/2011/11/18/arrested-development-netflix/ |archive-date=February 12, 2012 |access-date=February 29, 2012}}</ref> Netflix acquired the US rights to the Norwegian drama ''Lilyhammer'' after its television premiere on Norway's NRK1 in January 2012. Notably departing from the traditional broadcast television model of weekly episode premieres, Netflix chose to release the entire first season on February 8 of the same year.<ref>{{cite web |date=March 9, 2011 |title=Netflix 'Lilyhammer' to tv lineup |url=https://www.deadline.com/2011/10/netflix-adds-%E2%80%98lilyhammer%E2%80%99-to-tv-line-up/ |url-status=dead |archive-url=https://web.archive.org/web/20111019161732/http://www.deadline.com/2011/10/netflix-adds-%E2%80%98lilyhammer%E2%80%99-to-tv-line-up/ |archive-date=October 19, 2011 |access-date=October 25, 2011 |work=Deadline Hollywood}}</ref><ref name="Greene, Andy">{{cite magazine |last1=Andy |first1=Greene |date=December 5, 2013 |title=How 'Lilyhammer' Changed the TV World |url=https://www.rollingstone.com/music/music-news/how-lilyhammer-changed-the-tv-world-203682/ |magazine=Rolling Stone |access-date=July 24, 2020 |archive-date=March 17, 2023 |archive-url=https://web.archive.org/web/20230317182532/https://www.rollingstone.com/music/music-news/how-lilyhammer-changed-the-tv-world-203682/ |url-status=live}}</ref>

''House of Cards'' was released by Netflix on February 1, 2013, marketed as the first "Netflix Original" production.<ref>{{Cite web |last=O'Connell |first=Mikey |date=October 4, 2012 |title=Netflix Launching Entire Run of David Fincher's 'House of Cards' in One Day |url=https://www.hollywoodreporter.com/tv/tv-news/house-of-cards-premiere-date-netflix-kevin-spacey-david-fincher-376355/ |access-date=March 17, 2023 |website=The Hollywood Reporter |language=en-US |archive-date=March 17, 2023 |archive-url=https://web.archive.org/web/20230317151950/https://www.hollywoodreporter.com/tv/tv-news/house-of-cards-premiere-date-netflix-kevin-spacey-david-fincher-376355/ |url-status=live}}</ref> Later that month, Netflix announced an agreement with DreamWorks Animation to commission children's television series based on its properties, beginning with ''Turbo: F.A.S.T.'', a spin-off of its film ''Turbo'' (2013)''.''<ref>{{cite news |last=Lieberman |first=David |date=February 12, 2013 |title=DreamWorks Animation To Produce First Netflix Original Series For Kids |work=Deadline Hollywood |url=https://deadline.com/2013/02/dreamworks-animation-netflix-turbo-kids-original-series-428372/ |url-status=live |archive-url=https://web.archive.org/web/20140308084643/http://www.deadline.com/2013/02/dreamworks-animation-netflix-turbo-kids-original-series/ |archive-date=March 8, 2014}}</ref><ref>{{cite news |last=Lieberman |first=David |date=June 17, 2013 |title=DreamWorks Animation To Produce TV Shows Based On Its Characters For Netflix |work=Deadline Hollywood |url=https://deadline.com/2013/06/dreamworks-animation-produce-tv-shows-netflix-522497/ |url-status=live |archive-url=https://web.archive.org/web/20140308085025/http://www.deadline.com/2013/06/dreamworks-animation-produce-tv-shows-netflix/ |archive-date=March 8, 2014}}</ref> ''OITNB'' would premiere in July 2013; Netflix stated that ''OITNB'' had been its most-watched original series so far, with all of them having "an audience comparable with successful shows on cable and broadcast TV."<ref>{{cite news |last=Ha |first=Anthony |date=October 21, 2013 |title=Netflix: 'Orange Is The New Black' Is Our Most-Watched Original, But Our TV Exclusives Are Even Bigger |work=TechCrunch |url=https://techcrunch.com/2013/10/21/netflix-orange-is-the-new-black-most-watched/ |url-status=live |archive-url=https://web.archive.org/web/20160215171943/http://techcrunch.com/2013/10/21/netflix-orange-is-the-new-black-most-watched/ |archive-date=February 15, 2016}}</ref><ref>{{cite news |last=Littleton |first=Cynthia |date=February 5, 2016 |title='Orange Is the New Black' Renewed For 3 Seasons By Netflix |work=Variety |url=https://variety.com/2016/tv/news/orange-is-the-new-black-renewed-3-seasons-netflix-1201698227/ |url-status=live |archive-url=https://web.archive.org/web/20160205161246/http://variety.com/2016/tv/news/orange-is-the-new-black-renewed-3-seasons-netflix-1201698227/ |archive-date=February 5, 2016}}</ref>

In March 2013, Netflix added a Facebook sharing feature, letting US subscribers access "Watched by your friends" and "Friends' Favorites" by agreeing.<ref>{{Cite news |url=https://money.cnn.com/2013/03/13/technology/social/netflix-facebook/index.html |title=New Netflix Facebook app lets users share viewing history |first=Julianne |last=Pepitone |publisher=CNN |date=March 13, 2013 |access-date=September 12, 2021 |archive-date=September 12, 2021 |archive-url=https://web.archive.org/web/20210912172847/https://money.cnn.com/2013/03/13/technology/social/netflix-facebook/index.html |url-status=dead}}</ref> This was not legal until the Video Privacy Protection Act was modified in early 2013.<ref>{{Cite news |url=https://arstechnica.com/tech-policy/2012/12/congress-tweaks-us-video-privacy-law-so-netflix-can-get-on-facebook/ |title=Congress tweaks US video-privacy law so Netflix can get on Facebook |first=JOE |last=MULLIN |work=Ars Technica |date=December 21, 2012 |archive-url=https://web.archive.org/web/20160408180014/http://arstechnica.com/tech-policy/2012/12/congress-tweaks-us-video-privacy-law-so-netflix-can-get-on-facebook/ |archive-date=April 8, 2016}}</ref> In August 2013, Netflix reintroduced the "Profiles" feature that permits accounts to house up to five user profiles.<ref>{{cite news |work=HuffPost |url=https://www.huffpost.com/entry/netflix-profiles_n_3685876 |date=August 1, 2013 |last=Stenovec |first=Timothy |title=Netflix Launches Profiles, Finally Realizing How People Really Watch Movies On It |url-status=live |archive-url=https://web.archive.org/web/20160319051341/http://www.huffingtonpost.com/2013/08/01/netflix-profiles_n_3685876.html |archive-date=March 19, 2016}}</ref><ref>{{cite news |publisher=CNN |title=Netflix launches user profiles for individual recommendations |last=Pepitone |first=Julianne |date=August 1, 2013 |url=https://money.cnn.com/2013/08/01/technology/innovation/netflix-profiles/index.html |url-status=dead |archive-url=https://web.archive.org/web/20141006114741/http://money.cnn.com/2013/08/01/technology/innovation/netflix-profiles/index.html |archive-date=October 6, 2014}}</ref><ref>{{cite news |work=TechCrunch |date=August 1, 2013 |url=https://techcrunch.com/2013/08/01/netflix-user-profiles/ |title=Netflix Makes Recommendations More Personalized By Adding Individual User Profiles |last=Lawler |first=Ryan |url-status=live |archive-url=https://web.archive.org/web/20171117002549/https://techcrunch.com/2013/08/01/netflix-user-profiles/ |archive-date=November 17, 2017}}</ref><ref>{{cite news |last=Rogowsky |first=Mark |work=Forbes |date=August 2, 2013 |title=Netflix Profiles: One Step Up, Two Steps Back |url=https://www.forbes.com/sites/markrogowsky/2013/08/02/netflix-profiles-one-step-up-two-steps-back/ |url-status=live |archive-url=https://web.archive.org/web/20171017170142/https://www.forbes.com/sites/markrogowsky/2013/08/02/netflix-profiles-one-step-up-two-steps-back/ |archive-date=October 17, 2017}}</ref>

In November 2013, Marvel Television and ABC Studios announced Netflix had ordered a slate of four television series based on the Marvel Comics characters Daredevil, Jessica Jones, Iron Fist, and Luke Cage. Each of the four series received an initial order of 13 episodes, and Netflix also ordered a Defenders miniseries that would tie them together. ''Daredevil'' and ''Jessica Jones'' premiered in 2015.<ref>{{cite news |title=Marvel TV shows to debut on Netflix |url=https://www.bbc.co.uk/news/entertainment-arts-24864631 |work=BBC News |date=November 8, 2013 |url-status=live |archive-url=https://web.archive.org/web/20131111053658/http://www.bbc.co.uk/news/entertainment-arts-24864631 |archive-date=November 11, 2013}}</ref><ref name="Netflix">{{cite news |url=https://deadline.com/2013/11/disney-netflix-marvel-series-629696/ |title=Disney To Provide Netflix With Four Series Based On Marvel Characters |last=Lieberman |first=David |work=Deadline Hollywood |date=November 7, 2013 |url-status=live |archive-url=https://web.archive.org/web/20140414000453/http://www.deadline.com/2013/11/disney-netflix-marvel-series/ |archive-date=April 14, 2014}}</ref><ref>{{cite news |last=Spangler |first=Todd |title=Netflix Orders Four Marvel Live-Action Series |url=https://variety.com/2013/digital/news/netflix-orders-four-marvel-live-action-series-1200804887/ |work=Variety |date=November 7, 2013 |url-status=live |archive-url=https://web.archive.org/web/20131110023051/http://variety.com/2013/digital/news/netflix-orders-four-marvel-live-action-series-1200804887/ |archive-date=November 10, 2013}}</ref> The ''Luke Cage'' series premiered in September 2016, followed by ''Iron Fist'' in March 2017, and ''The Defenders'' in August 2017.<ref>{{Cite news |url=https://www.denofgeek.com/us/tv/iron-fist/250774/marvels-iron-fist-release-date-trailer-review-cast-and-more |title=Marvel's Iron Fist Release Date, Trailer, Review, Cast, and More |work=Den of Geek |url-status=dead |archive-url=https://web.archive.org/web/20170914221410/http://www.denofgeek.com/us/tv/iron-fist/250774/marvels-iron-fist-release-date-trailer-review-cast-and-more |archive-date=September 14, 2017}}</ref><ref>{{cite news |url=https://www.ign.com/articles/2017/07/22/comic-con-2017-the-defenders-we-just-saw-the-first-episode |title=Comic-Con 2017: The Defenders – We Just Saw the First Episode |last=Collura |first=Scott |date=July 21, 2017 |work=IGN |url-status=live |archive-url=https://web.archive.org/web/20170722053637/http://www.ign.com/articles/2017/07/22/comic-con-2017-the-defenders-we-just-saw-the-first-episode |archive-date=July 22, 2017}}</ref> Marvel owner Disney later entered into other content agreements with Netflix, including acquiring its animated ''Star Wars'' series ''Star Wars: The Clone Wars'', and a new sixth season.<ref>{{Cite web |last=Itzkoff |first=Dave |date=February 13, 2014 |title='Clone Wars' Moves to Netflix |url=https://archive.nytimes.com/artsbeat.blogs.nytimes.com/2014/02/13/clone-wars-moves-to-netflix/ |access-date=March 17, 2023 |website=ArtsBeat |language=en |archive-date=March 17, 2023 |archive-url=https://web.archive.org/web/20230317182533/https://archive.nytimes.com/artsbeat.blogs.nytimes.com/2014/02/13/clone-wars-moves-to-netflix/ |url-status=live}}</ref>

{{Listen | type = sound | filename = Netflix audio logo (2019).webm | title = Audio logo | description = Netflix's audio logo, used since 2014 | pos = }} In February 2014, Netflix began to enter into agreements with US internet service providers, beginning with Comcast (whose customers had repeatedly complained of frequent buffering when streaming Netflix), to provide the service a direct connection to their networks.<ref>{{Cite news |url=https://consumerist.com/2014/02/23/netflix-agrees-to-pay-comcast-to-end-slowdown/ |title=Netflix Agrees To Pay Comcast To End Slowdown |first=Chris |last=Morran |work=Consumerist |date=February 23, 2014 |access-date=September 12, 2021 |archive-date=January 27, 2021 |archive-url=https://web.archive.org/web/20210127082826/https://consumerist.com/2014/02/23/netflix-agrees-to-pay-comcast-to-end-slowdown/ |url-status=live}}</ref><ref>{{Cite news |url=https://money.cnn.com/2014/08/29/technology/netflix-comcast/index.html |title=Slow Comcast speeds were costing Netflix customers |first=David |last=Goldman |publisher=CNN |date=August 29, 2014 |access-date=September 12, 2021 |archive-date=September 12, 2021 |archive-url=https://web.archive.org/web/20210912154101/https://money.cnn.com/2014/08/29/technology/netflix-comcast/index.html |url-status=dead}}</ref><ref>{{Cite news |url=https://money.cnn.com/2014/02/23/technology/netflix-comcast-streaming-deal/ |title=Netflix and Comcast strike deal to allow faster speeds |first=Gregory |last=Wallace |publisher=CNN |date=February 23, 2014 |access-date=September 12, 2021 |archive-date=September 12, 2021 |archive-url=https://web.archive.org/web/20210912154103/https://money.cnn.com/2014/02/23/technology/netflix-comcast-streaming-deal/ |url-status=dead}}</ref> In April 2014, Netflix signed ''Arrested Development'' creator Mitchell Hurwitz and his production firm The Hurwitz Company to a multi-year deal to create original projects for the service.<ref>{{cite news |url=https://deadline.com/2014/04/mitch-hurwitz-to-create-new-series-for-netflix-under-multi-year-deal-718382/ |title=Mitch Hurwitz Inks Multi-Year Deal With Netflix For New Series |work=Deadline Hollywood |date=April 22, 2014 |first=Nellie |last=Andreeva |archive-url=https://web.archive.org/web/20140423233403/http://www.deadline.com/2014/04/mitch-hurwitz-to-create-new-series-for-netflix-under-multi-year-deal/ |archive-date=April 23, 2014 |url-status=live}}</ref> In May 2014, Netflix and Sony Pictures Animation had a major multi-deal to acquire streaming rights to produce films.<ref>{{cite news |url=https://www.hollywoodreporter.com/movies/movie-news/netflix-gets-rights-sony-animation-707134/ |first=Georg |last=Szalai |work=The Hollywood Reporter |title=Netflix Gets Rights to Sony Animation Films |date=May 27, 2014 |url-status=live |archive-url=https://web.archive.org/web/20160827193637/http://www.hollywoodreporter.com/news/netflix-gets-rights-sony-animation-707134 |archive-date=August 27, 2016}}</ref> It also began to introduce an updated logo, with a flatter appearance and updated typography.<ref>{{Cite web |date=May 6, 2014 |title=Meet Netflix's stealthy new logo |url=https://www.cnn.com/2014/05/06/tech/web/netflix-logo/index.html |access-date=March 17, 2023 |website=CNN Business |language=en |archive-date=March 17, 2023 |archive-url=https://web.archive.org/web/20230317182532/https://www.cnn.com/2014/05/06/tech/web/netflix-logo/index.html |url-status=live}}</ref>

In September 2014, Netflix expanded into six new European markets, including Austria, Belgium, France, Germany, Luxembourg, and Switzerland.<ref>{{cite press release |title=Netflix now in France, Germany, Austria, Switzerland, Belgium and Luxembourg |date=September 18, 2014 |url=https://www.prnewswire.com/news-releases/netflix-now-in-france-germany-austria-switzerland-belgium-and-luxembourg-275696061.html |agency=PR Newswire |archive-url=https://web.archive.org/web/20140919042118/https://pr.netflix.com/WebClient/getNewsSummary.do?newsId=1593 |url-status=live |archive-date=September 19, 2014}}</ref> On September 10, 2014, Netflix participated in Internet Slowdown Day by deliberately slowing down its speed in support of net neutrality regulations in the US.<ref>{{Cite news |url=https://www.theatlantic.com/technology/archive/2014/09/todays-net-neutrality-campaign-explained/379973/ |title=Why Netflix Is 'Slowing Down' Its Website Today |first=Rose |last=Eveleth |author-link=Rose Eveleth |work=The Atlantic |date=September 10, 2014 |access-date=September 12, 2021 |archive-date=November 30, 2020 |archive-url=https://web.archive.org/web/20201130234919/https://www.theatlantic.com/technology/archive/2014/09/todays-net-neutrality-campaign-explained/379973/ |url-status=live}}</ref> In October 2014, Netflix announced a four-film deal with Adam Sandler and his Happy Madison Productions.<ref>{{Cite news |title=With Four New Adam Sandler Films, Netflix Takes Aim at Theaters |url=https://www.nytimes.com/2014/10/02/business/media/with-four-new-adam-sandler-films-netflix-takes-aim-at-theaters.html |archive-url=https://web.archive.org/web/20141003090325/http://www.nytimes.com/2014/10/02/business/media/with-four-new-adam-sandler-films-netflix-takes-aim-at-theaters.html |archive-date=October 3, 2014 |url-status=live |last=Steel |first=Emily |work=The New York Times |date=October 2, 2014 |url-access=limited}}</ref>

In April 2015, following the launch of ''Daredevil'', Netflix director of content operations Tracy Wright announced that Netflix had added support for audio description, and had begun to work with its partners to add descriptions to its other original series over time.<ref>{{cite news |title=Netflix makes a blind superhero accessible to blind audiences |url=https://www.washingtonpost.com/news/act-four/wp/2015/04/14/netflix-makes-a-blind-superhero-accessible-to-blind-viewers/ |first=Alyssa |last=Rosenberg |newspaper=The Washington Post |date=April 14, 2015 |url-access=limited |archive-url=https://web.archive.org/web/20150415205708/https://www.washingtonpost.com/news/act-four/wp/2015/04/14/netflix-makes-a-blind-superhero-accessible-to-blind-viewers/ |archive-date=April 15, 2015 |url-status=live}}</ref><ref>{{cite news |title=Netflix Adding Audio Description Tracks for Visually Impaired, Starting with 'Marvel's Daredevil' |url=https://variety.com/2015/digital/news/netflix-adding-audio-description-tracks-for-visually-impaired-starting-with-marvels-daredevil-1201472372/ |first=Todd |last=Spangler |work=Variety |date=April 14, 2015 |access-date=July 8, 2019 |archive-date=November 22, 2019 |archive-url=https://web.archive.org/web/20191122070455/https://variety.com/2015/digital/news/netflix-adding-audio-description-tracks-for-visually-impaired-starting-with-marvels-daredevil-1201472372/ |url-status=live}}</ref> The following year, as part of a settlement with the American Council of the Blind, Netflix agreed to provide descriptions for its original series within 30 days of their premiere, and add screen reader support and the ability to browse content by availability of descriptions.<ref>{{Cite news |url=https://variety.com/2016/digital/news/netflix-audio-descriptions-blind-settlement-1201753569/ |title=Netflix to Expand Audio Descriptions for Blind Subscribers |last=Spangler |first=Todd |work=Variety |date=April 14, 2016 |access-date=July 8, 2019 |archive-date=April 30, 2019 |archive-url=https://web.archive.org/web/20190430112257/https://variety.com/2016/digital/news/netflix-audio-descriptions-blind-settlement-1201753569/ |url-status=live}}</ref>

In March 2015, Netflix expanded to Australia and New Zealand.<ref>{{cite press release |title=Netflix to launch in Australia and New Zealand in March 2015 |url=https://www.prnewswire.com/news-releases/netflix-to-launch-in-australia-and-new-zealand-in-march-2015-283111031.html |agency=PR Newswire |date=November 18, 2014 |archive-url=https://web.archive.org/web/20141129032333/https://pr.netflix.com/WebClient/getNewsSummary.do?newsId=1751 |url-status=live |archive-date=November 29, 2014}}</ref><ref>{{cite news |url=https://www.smh.com.au/technology/how-the-australian-netflix-differs-from-the-us-service-20150324-1m60g8.html |title=How the Australian Netflix differs from the US service |first=Ben |last=Grubb |work=The Sydney Morning Herald |date=March 24, 2015 |url-status=live |archive-url=https://web.archive.org/web/20150324032158/http://www.smh.com.au/digital-life/hometech/how-the-australian-netflix-differs-from-the-us-service-20150323-1m60g8.html |archive-date=March 24, 2015}}</ref> In September 2015, Netflix launched in Japan, its first country in Asia.<ref>{{cite press release |title=Netflix to launch in Japan this fall |url=https://www.prnewswire.com/news-releases/netflix-to-launch-in-japan-this-fall-300030504.html |agency=PR Newswire |date=February 4, 2015 |archive-url=https://web.archive.org/web/20150205005245/https://pr.netflix.com/WebClient/getNewsSummary.do?newsId=1871 |url-status=live |archive-date=February 5, 2015}}</ref><ref>{{Cite news |url=https://www.theverge.com/2015/8/4/9095939/netflix-japan-launch-september-global-expansion |title=Netflix is coming to Japan on September 2nd |first=Jamieson |last=Cox |work=The Verge |date=August 4, 2015 |access-date=September 12, 2021 |archive-date=September 12, 2021 |archive-url=https://web.archive.org/web/20210912154103/https://www.theverge.com/2015/8/4/9095939/netflix-japan-launch-september-global-expansion |url-status=live}}</ref><ref>{{Cite news |url=https://www.businessinsider.com/netflix-expanding-to-japan-2015-8 |title=Netflix is finally launching in Asia, and it's starting in Japan |first=Paul |last=Sawers |work=Business Insider |agency=VentureBeat |date=August 4, 2015 |access-date=September 12, 2021 |archive-date=September 12, 2021 |archive-url=https://web.archive.org/web/20210912154102/https://www.businessinsider.com/netflix-expanding-to-japan-2015-8 |url-status=live}}</ref> In October 2015, Netflix launched in Italy, Portugal, and Spain.<ref>{{cite news |url=https://variety.com/2015/digital/global/netflix-italy-spain-portugal-launch-1201513878/ |title=Netflix to Stream Into Italy, Spain and Portugal in October |first=Todd |last=Spangler |work=Variety |date=June 6, 2015 |access-date=September 12, 2021 |archive-date=September 12, 2021 |archive-url=https://web.archive.org/web/20210912154101/https://variety.com/2015/digital/global/netflix-italy-spain-portugal-launch-1201513878/ |url-status=live}}</ref>

In January 2016, at the Consumer Electronics Show, Netflix announced a major international expansion of its service into 130 additional countries, making it available worldwide except in China, Syria, North Korea, Kosovo, and Crimea.<ref>{{Cite news |title=Netflix Expands to 190 Countries |url=https://www.wsj.com/articles/netflix-expands-to-190-countries-1452106429 |newspaper=The Wall Street Journal |issn=0099-9660 |first1=Ezequiel |last1=Minaya |first2=Amol |last2=Sharma |url-status=live |archive-url=https://web.archive.org/web/20160207005329/http://www.wsj.com/articles/netflix-expands-to-190-countries-1452106429 |archive-date=February 7, 2016}}</ref> As part of this expansion, Netflix officially launched its services in Africa, with a focus on South Africa, Kenya, and Nigeria.<ref name="auto">{{Cite web |last=Agbetiloye |first=Adekunle |date=December 4, 2024 |title=African countries by Netflix' contribution to their GDP |url=https://africa.businessinsider.com/local/lifestyle/african-countries-by-netflix-contribution-to-their-gdp/w10lkmm |access-date=May 28, 2025 |website=Business Insider Africa |language=en}}</ref> Between 2018 and 2020, Netflix had started making significant investments in African storytelling, and hired Dorothy Ghettuba, a Kenyan media entrepreneur, as head of African Originals.<ref>{{Cite web |date=May 6, 2019 |title=Tv Producer Dorothy Ghettuba To Succeed Chris Foot As Chairperson Film Commission |url=https://www.kenyaforum.net/arts-sports-culture/tv-producer-dorothy-ghettuba-to-succeed-chris-foot-as-chairperson-film-commission/ |access-date=May 28, 2025 |website=The Kenya Forum |language=en}}</ref> According to the company, it has invested the equivalent of €160 million in film content production in Africa since it began working on the continent in 2016, with over 12,000 jobs created across Nigeria, Kenya, and South Africa.<ref name="auto"/>

In April 2016, Hastings stated that the company planned to expand its in-house, Los Angeles-based Netflix Studios to grow its output; Hastings ruled out any potential acquisitions of existing studios.<ref>{{cite news |title=Netflix to boost in-house production arm |url=https://www.broadcastnow.co.uk/broadcasters/netflix-to-boost-in-house-production-arm/5102756.article |work=Broadcast |date=April 19, 2016 |url-status=live |archive-url=https://web.archive.org/web/20161031090520/http://www.broadcastnow.co.uk/news/netflix-to-boost-in-house-production-arm/5102756.article |archive-date=October 31, 2016}}</ref> In May 2016, Netflix created a tool called Fast.com to determine the speed of an Internet connection.<ref>{{cite news |url=https://www.businessinsider.com/new-netflix-tool-fastcom-shows-you-how-fast-your-internet-is-2016-5# |title=Netflix releases tool to determine internet speed |last=McAlone |first=Nathan |work=Business Insider |date=May 18, 2016 |url-status=live |archive-url=https://web.archive.org/web/20160911070634/https://www.yahoo.com/tech/netflix-launched-tool-show-fast-152135686.html |archive-date=September 11, 2016}}</ref> It received praise for being "simple" and "easy to use", and does not include online advertising, unlike competitors.<ref>{{Cite news |last=Perez |first=Sarah |title=Netflix launches its own speed test website, Fast.com |url=https://techcrunch.com/2016/05/18/netflix-launches-its-own-speed-test-website-fast-com/ |work=TechCrunch |date=May 18, 2016 |url-status=live |archive-url=https://web.archive.org/web/20180919033224/https://techcrunch.com/2016/05/18/netflix-launches-its-own-speed-test-website-fast-com/ |archive-date=September 19, 2018}}</ref><ref>{{Cite news |last=Lopez |first=Napier |title=Netflix launches Fast.com, the simplest internet speed test ever |url=https://thenextweb.com/apps/2016/05/18/netflix-just-created-simplest-internet-speed-test-ever/ |work=The Next Web |date=May 18, 2016 |url-status=live |archive-url=https://web.archive.org/web/20200809030644/https://thenextweb.com/apps/2016/05/18/netflix-just-created-simplest-internet-speed-test-ever/ |archive-date=August 9, 2020}}</ref><ref>{{Cite news |title=Netflix Launches Fast.com, New Tool To Check Your Internet Speed |url=https://www.forbes.com/sites/shelbycarpenter/2016/05/18/netflix-fast-com-internet-speed-download-video-streaming/ |last=Carpenter |first=Shelby |work=Forbes |date=May 18, 2016 |url-status=live |archive-url=https://web.archive.org/web/20210117194028/https://www.forbes.com/sites/shelbycarpenter/2016/05/18/netflix-fast-com-internet-speed-download-video-streaming/ |archive-date=January 17, 2021}}</ref> In November 2016, Netflix launched an offline playback feature, allowing users of the Netflix mobile apps on Android or iOS to cache content on their devices in standard or high quality for viewing offline, without an Internet connection.<ref>{{cite news |url=https://www.washingtonpost.com/news/the-switch/wp/2016/11/30/netflix-is-finally-letting-you-download-videos-for-offline-viewing/ |title=Netflix is finally letting you download videos for offline viewing |last=Fung |first=Brian |newspaper=The Washington Post |url-status=live |archive-url=https://web.archive.org/web/20161201015959/https://www.washingtonpost.com/news/the-switch/wp/2016/11/30/netflix-is-finally-letting-you-download-videos-for-offline-viewing/ |archive-date=December 1, 2016}}</ref><ref>{{Cite news |url=https://www.chicagotribune.com/bluesky/technology/ct-netflix-download-offline-binge-watching-blm-bsi-20161130-story.html |title=Netflix unveils download feature for offline binge-watching |last=Shaw |first=Lucas |work=Chicago Tribune |url-access=limited |url-status=live |archive-url=https://web.archive.org/web/20161201013555/http://www.chicagotribune.com/bluesky/technology/ct-netflix-download-offline-binge-watching-blm-bsi-20161130-story.html |archive-date=December 1, 2016}}</ref><ref>{{cite news |title=Netflix finally lets you download shows and movies to watch offline |url=https://www.theverge.com/2016/11/30/13792376/netflix-offline-downloads-now-available |website=The Verge |date=November 30, 2016 |url-status=live |archive-url=https://web.archive.org/web/20170128195409/http://www.theverge.com/2016/11/30/13792376/netflix-offline-downloads-now-available |archive-date=January 28, 2017}}</ref><ref>{{cite news |last=Han |first=Angie |title=Netflix Offline Playback Is Finally Here |url=https://www.slashfilm.com/netflix-offline/ |work=/Film |date=November 30, 2016 |access-date=December 11, 2023 |archive-date=June 16, 2021 |archive-url=https://web.archive.org/web/20210616135126/https://www.slashfilm.com/netflix-offline/ |url-status=live}}</ref> Netflix released an estimated 30 original series or films over that year, more than any network or cable channel.<ref name="Backlash">{{cite web |url=https://www.hollywoodreporter.com/features/netflix-backlash-why-hollywood-fears-928428 |title=The Netflix Backlash: Why Hollywood Fears a Content Monopoly |work=The Hollywood Reporter |date=September 14, 2016 |last=Masters |first=Kim |url-status=live |archive-url=https://web.archive.org/web/20160917022652/http://www.hollywoodreporter.com/features/netflix-backlash-why-hollywood-fears-928428 |archive-date=September 17, 2016 }}</ref>

In February 2017, Netflix signed a music publishing deal with BMG Rights Management, whereby BMG would oversee rights outside of the US for music associated with Netflix Original content. Netflix continues to handle these tasks in-house in the US.<ref>{{Cite magazine |url=https://variety.com/2017/digital/news/netflix-bmg-music-rights-1201976506 |title=Netflix Inks BMG Deal to Manage Music Rights Outside U.S. |last=Spangler |first=Todd |date=February 2, 2017 |magazine=Variety |url-status=live |archive-url=https://web.archive.org/web/20170807194257/http://variety.com/2017/digital/news/netflix-bmg-music-rights-1201976506/ |archive-date=August 7, 2017}}</ref> In April 2017, Netflix signed a licensing deal with IQIYI, a Chinese video streaming platform owned by Baidu, to allow selected Netflix Original content to be distributed in China on the platform.<ref name="iQiyi">{{cite news |title=Netflix Signs Licensing Deal With China's iQiyi |url=https://www.hollywoodreporter.com/tv/tv-news/netflix-signs-licensing-deal-chinas-iqiyi-997071/ |first=PATRICK |last=BRZESKI |work=The Hollywood Reporter |date=April 24, 2017 |url-status=live |archive-url=https://web.archive.org/web/20170426002956/http://www.hollywoodreporter.com/news/netflix-signs-licensing-deal-chinas-iqiyi-997071 |archive-date=April 26, 2017}}</ref><ref>{{cite news |url=https://techcrunch.com/2017/04/25/netflix-china-iqiyi/ |title=Netflix enters China via licensing deal with top video streaming service iQiyi |last=Russell |first=Jon |work=TechCrunch |date=April 25, 2017 |url-status=live |archive-url=https://web.archive.org/web/20170426023043/https://techcrunch.com/2017/04/25/netflix-china-iqiyi/ |archive-date=April 26, 2017}}</ref>

In August 2017, Netflix acquired Millarworld, the creator-owned publishing company of comic book writer Mark Millar. The purchase marked the first corporate acquisition to have been made by Netflix.<ref name="Millarworld">{{Cite news |url=https://www.bbc.com/news/uk-scotland-glasgow-west-40849525 |title=Netflix buys Scots comic book firm Millarworld |date=August 7, 2017 |work=BBC News |url-status=live |archive-url=https://web.archive.org/web/20170808012529/http://www.bbc.com/news/uk-scotland-glasgow-west-40849525 |archive-date=August 8, 2017}}</ref> That same month, Netflix entered into an exclusive development deal with Shonda Rhimes and her production company Shondaland.<ref>{{Cite news |url=https://www.nytimes.com/2017/08/14/business/media/shonda-rhimes-netflix-deal.html |title=Netflix Signs Shonda Rhimes in Counterpunch to ABC and Disney |last=Koblin |first=John |work=The New York Times |date=August 14, 2017 |url-access=limited |issn=0362-4331 |url-status=live |archive-url=https://web.archive.org/web/20170814191551/https://www.nytimes.com/2017/08/14/business/media/shonda-rhimes-netflix-deal.html |archive-date=August 14, 2017}}</ref>

In September 2017, Netflix announced it would offer its low-broadband mobile technology to airlines to provide better in-flight Wi-Fi so passengers could watch movies on Netflix while on planes.<ref>{{cite news |title=Netflix wants to make it easier to binge-watch on planes |url=https://money.cnn.com/2017/09/25/technology/business/netflix-airline-streaming/index.html |last=O'Brien |first=Sara Ashley |publisher=CNN |date=September 25, 2017 |url-status=dead |archive-url=https://web.archive.org/web/20171216043200/http://money.cnn.com/2017/09/25/technology/business/netflix-airline-streaming/index.html |archive-date=December 16, 2017}}</ref> That same month, Minister of Heritage Mélanie Joly announced that Netflix had agreed to make a {{CAD|500&nbsp;million|link=yes}} (US$400 million) investment over the next five years in producing content in Canada. The company denied that the deal was intended to result in a tax break.<ref>{{Cite news |url=https://www.theglobeandmail.com/news/politics/netflix-launches-pr-campaign-to-set-record-straight-on-500-million-pledge/article36528636/ |title=Netflix in campaign to 'set record straight' on $500-million pledge for Canadian productions |first=DANIEL |last=LEBLANC |work=The Globe and Mail |date=October 9, 2017 |url-status=live |archive-url=https://web.archive.org/web/20180220092534/https://beta.theglobeandmail.com/news/politics/netflix-launches-pr-campaign-to-set-record-straight-on-500-million-pledge/article36528636/?ref=https%3A%2F%2Fwww.theglobeandmail.com& |archive-date=February 20, 2018}}</ref><ref>{{Cite news |url=https://deadline.com/2017/10/netflix-defends-500-million-canada-investment-no-special-treatment-1202185388/ |title=Netflix Defends $500 Million Canadian Investment: "No Tax Deals Were Part Of The Approval" |last=Hayes |first=Dade |work=Deadline Hollywood |date=October 10, 2017 |url-status=live |archive-url=https://web.archive.org/web/20171019003902/http://deadline.com/2017/10/netflix-defends-500-million-canada-investment-no-special-treatment-1202185388/ |archive-date=October 19, 2017}}</ref> Netflix realized this goal by December 2018.<ref>{{Cite news |url=https://deadline.com/2019/03/netflix-reaches-tipping-point-as-originals-now-outpace-acquired-titles-study-1202579260/ |title=Netflix Reaches Tipping Point As Originals Now Outpace Acquired Titles – Study |last=Hayes |first=Dade |work=Deadline Hollywood |date=March 21, 2019 |access-date=April 3, 2019 |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403174643/https://deadline.com/2019/03/netflix-reaches-tipping-point-as-originals-now-outpace-acquired-titles-study-1202579260/ |url-status=live}}</ref>

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.<ref>{{cite news |url=https://www.theverge.com/2017/10/16/16486436/netflix-original-content-8-billion-dollars-anime-films |title=Netflix plans to spend $8&nbsp;billion to make its library 50 percent original by 2018 |last=Statt |first=Nick |work=The Verge |date=October 16, 2017 |url-status=live |archive-url=https://web.archive.org/web/20171017042303/https://www.theverge.com/2017/10/16/16486436/netflix-original-content-8-billion-dollars-anime-films |archive-date=October 17, 2017}}</ref> In October 2017, Netflix introduced the "Skip Intro" feature, which allows customers to skip the intros to shows on its platform through a variety of techniques including manual reviewing, audio tagging, and machine learning.<ref>{{cite web |title=How does the Skip Intro feature work on TV shows |url=https://help.netflix.com/en/node/63402 |publisher=Netflix |access-date=September 10, 2020 |archive-date=August 7, 2020 |archive-url=https://web.archive.org/web/20200807004614/https://help.netflix.com/en/node/63402 |url-status=live}}</ref><ref>{{Cite news |url=https://www.theatlantic.com/technology/archive/2017/10/netflixs-skip-intro-button-makes-tv-ever-more-like-an-app/544427/ |title=Netflix's 'Skip Intro' Button Makes TV Ever More Like an App |first=Ian |last=Bogost |work=The Atlantic |date=October 31, 2017 |access-date=September 9, 2021 |archive-date=September 9, 2021 |archive-url=https://web.archive.org/web/20210909162615/https://www.theatlantic.com/technology/archive/2017/10/netflixs-skip-intro-button-makes-tv-ever-more-like-an-app/544427/ |url-status=live}}</ref>

In November 2017, Netflix signed an exclusive multi-year deal with ''Orange Is the New Black'' creator Jenji Kohan.<ref>{{Cite news |url=https://deadline.com/2017/11/jenji-kohan-deal-with-netflix-1202210938/ |title=Jenji Kohan Inks Overall Deal With Netflix |last=Andreeva |first=Nellie |website=Deadline Hollywood |date=November 17, 2017 |access-date=December 11, 2023 |archive-date=July 12, 2023 |archive-url=https://web.archive.org/web/20230712121928/https://deadline.com/2017/11/jenji-kohan-deal-with-netflix-1202210938/ |url-status=live}}</ref> That same month, Netflix withdrew from co-hosting a party at the 75th Golden Globe Awards with The Weinstein Company due to the Harvey Weinstein sexual abuse cases.<ref>{{cite news |url=https://variety.com/2017/film/awards/netflix-weinstein-golden-globes-1202621699/ |title=Netflix Won't Host Golden Globes Party With Weinstein Company |date=November 22, 2017 |first=Daniel |last=Holloway |work=Variety |url-status=live |archive-url=https://web.archive.org/web/20180130091738/https://variety.com/2017/film/awards/netflix-weinstein-golden-globes-1202621699/ |archive-date=January 30, 2018}}</ref>

=== Expansion into international productions and new productions, Co-CEOs (2017–2020) === {{See also|International expansion of Netflix}} right|thumb|upright=0.5|Icon used since 2016 [[File:Netflix at Thong Lor.jpg|right|thumb|Netflix advertising at Thong Lo BTS station, Bangkok]] [[File:Netflix booth (36079051696).jpg|right|thumb|Netflix's booth at the 2017 San Diego Comic-Con]]

In November 2017, Netflix announced it would be making its first original Colombian series, to be executive produced by Ciro Guerra.<ref name="de la Fuente">{{Cite news |last=de la Fuente |first=Anna Marie |date=November 22, 2017 |title=Netflix to Make its First Original Colombian Series |work=Variety |url=https://variety.com/2017/film/festivals/netflix-to-make-first-original-colombian-series-1202621537/ |url-status=live |archive-url=https://web.archive.org/web/20171122180241/http://variety.com/2017/film/festivals/netflix-to-make-first-original-colombian-series-1202621537/ |archive-date=November 22, 2017}}</ref> In December 2017, Netflix signed ''Stranger Things'' director-producer Shawn Levy and his production company 21 Laps Entertainment to what sources say is a four-year deal.<ref name="SANDBERG">{{Cite news |last=SANDBERG |first=BRYN |date=December 6, 2017 |title='Stranger Things' Producer Inks Massive Overall Deal With Netflix |work=The Hollywood Reporter |url=https://www.hollywoodreporter.com/live-feed/netflix-inks-deal-shawn-levys-21-laps-1064839 |access-date=December 11, 2023 |archive-date=January 26, 2021 |archive-url=https://web.archive.org/web/20210126132828/https://www.hollywoodreporter.com/live-feed/netflix-inks-deal-shawn-levys-21-laps-1064839 |url-status=live}}</ref> In 2017, Netflix invested in distributing exclusive stand-up comedy specials from Dave Chappelle, Louis C.K., Chris Rock, Jim Gaffigan, Bill Burr, and Jerry Seinfeld.<ref name="Luckerson">{{Cite news |last=Luckerson |first=Victor |date=March 20, 2017 |title=Laughing All the Way to the Bank |work=The Ringer |url=https://www.theringer.com/2017/3/20/16040460/netflix-stand-up-comedy-specials-market-chris-rock-dave-chappelle-amy-schumer-mike-birb-f3f000772c61 |url-status=live |archive-url=https://web.archive.org/web/20170915023036/https://www.theringer.com/2017/3/20/16040460/netflix-stand-up-comedy-specials-market-chris-rock-dave-chappelle-amy-schumer-mike-birb-f3f000772c61#.ubp1jaf7c |archive-date=September 15, 2017}}</ref>

In February 2018, Netflix acquired the rights to ''The Cloverfield Paradox'' (2018) from Paramount Pictures for $50 million and launched it on February 4, 2018, shortly after airing its first trailer during Super Bowl LII. Analysts believed that Netflix's purchase of the film helped to make the film instantly profitable for Paramount compared to a more traditional theatrical release, while Netflix benefited from the surprise reveal.<ref name="hollywoodreporter1">{{cite news |last=Kit |first=Borys |date=January 23, 2018 |title=Netflix in Talks to Acquire 'Cloverfield' Sequel From Paramount |work=The Hollywood Reporter |url=https://www.hollywoodreporter.com/heat-vision/netflix-talks-acquire-cloverfield-sequel-paramount-1077752 |url-status=live |archive-url=https://web.archive.org/web/20180124064614/https://www.hollywoodreporter.com/heat-vision/netflix-talks-acquire-cloverfield-sequel-paramount-1077752 |archive-date=January 24, 2018}}</ref><ref name="thr cloverfield">{{cite web |last1=Kit |first1=Borys |last2=McClintonk |first2=Pamela |date=February 6, 2018 |title=Sources: Netflix Paid Paramount More Than $50 Million for 'Cloverfield Paradox' |url=https://www.hollywoodreporter.com/heat-vision/netflix-paid-paramount-more-50-million-cloverfield-paradox-1082305 |url-status=live |archive-url=https://web.archive.org/web/20180207021339/https://www.hollywoodreporter.com/heat-vision/netflix-paid-paramount-more-50-million-cloverfield-paradox-1082305 |archive-date=February 7, 2018 |work=The Hollywood Reporter}}</ref> Other films acquired by Netflix include international distribution for Paramount's ''Annihilation'' (2018)<ref name="thr cloverfield" /> and Universal's ''News of the World'' (2020) and worldwide distribution of Universal's ''Extinction'' (2018),<ref name="McNary">{{cite news |last=McNary |first=Dave |date=February 8, 2018 |title=Netflix Buys Michael Pena-Lizzy Caplan Thriller 'Extinction' From Universal |work=Variety |url=https://variety.com/2018/film/news/netflix-buys-michael-pena-lizzy-caplan-thriller-extinction-1202692114/ |url-status=live |archive-url=https://web.archive.org/web/20180208205735/http://variety.com/2018/film/news/netflix-buys-michael-pena-lizzy-caplan-thriller-extinction-1202692114/ |archive-date=February 8, 2018}}</ref> Warner Bros.' ''Mowgli: Legend of the Jungle'' (2018),<ref name="MowgliNetflix">{{cite news |last1=Fleming |first1=Mike Jr. |date=July 27, 2018 |title=Netflix Acquires Andy Serkis-Directed 'Mowgli' From Warner Bros & Plans 2019 Global Streaming Release |work=Deadline Hollywood |url=https://deadline.com/2018/07/netflix-mowgli-deal-andy-serkis-jungle-book-warner-bros-christian-bale-cate-blanchett-benedict-cumberbatch-1202434903/ |access-date=December 11, 2023 |archive-date=July 27, 2018 |archive-url=https://web.archive.org/web/20180727184249/https://deadline.com/2018/07/netflix-mowgli-deal-andy-serkis-jungle-book-warner-bros-christian-bale-cate-blanchett-benedict-cumberbatch-1202434903/ |url-status=live}}</ref> Paramount's ''The Lovebirds'' (2020)<ref>{{cite news |url=https://www.hollywoodreporter.com/movies/movie-news/paramount-sends-lovebirds-netflix-1285470 |title=Netflix Picks Up Kumail Nanjiani and Issa Rae's 'The Lovebirds' |first1=Mia |last1=Galuppo |first2=Borys |last2=Kit |date=March 20, 2020 |work=The Hollywood Reporter |url-status=live |archive-url=https://web.archive.org/web/20220407195358/https://www.hollywoodreporter.com/movies/movie-news/paramount-sends-lovebirds-netflix-1285470 |archive-date=April 7, 2022 |access-date=June 3, 2022}}</ref> and 20th Century Studios' ''The Woman in the Window'' (2021).<ref>{{cite news |last1=Fleming |first1=Mike Jr. |title=Netflix Negotiating For 'The Woman In The Window' With Amy Adams; Last Fox 2000 Elizabeth Gabler Project Will Be Let Go By Disney |url=https://deadline.com/2020/08/netflix-acquiring-the-woman-in-the-window-amy-adams-disney-fox-2000-elizabeth-gabler-project-joe-wright-1203002581/ |work=Deadline Hollywood |date=August 3, 2020 |access-date=December 11, 2023 |archive-date=February 11, 2021 |archive-url=https://web.archive.org/web/20210211162227/https://deadline.com/2020/08/netflix-acquiring-the-woman-in-the-window-amy-adams-disney-fox-2000-elizabeth-gabler-project-joe-wright-1203002581/ |url-status=live}}</ref> In March, the service ordered ''Formula 1: Drive to Survive'', a racing docuseries following teams in the Formula One world championship.<ref name="motorsportweek">{{cite web |last1=Horton |first1=Phillip |date=February 20, 2019 |title=Formula 1: Release date confirmed for F1's Netflix series |url=https://www.motorsportweek.com/2019/02/20/21649 |url-status=live |archive-url=https://web.archive.org/web/20200217113632/https://www.motorsportweek.com/2019/02/20/21649/ |archive-date=February 17, 2020 |access-date=February 17, 2020 |website=Motorsport Week |language=en}}</ref>

In March 2018, Sky UK announced an agreement with Netflix to integrate Netflix's subscription VOD offering into its pay-TV service. Customers with its high-end Sky Q set-top box and service will be able to see Netflix titles alongside their regular Sky channels.<ref>{{cite news |url=https://variety.com/2018/digital/news/netflix-stock-all-time-high-market-valuation-1202716101/ |title=Netflix Stock Pops to New All-Time High, Company Now Worth More Than $130 Billion |first=Todd |last=Spangler |work=Variety |date=March 2, 2018 |access-date=March 22, 2018 |archive-date=March 22, 2018 |archive-url=https://web.archive.org/web/20180322183528/http://variety.com/2018/digital/news/netflix-stock-all-time-high-market-valuation-1202716101/ |url-status=live}}</ref> In October 2022, Netflix revealed that its annual revenue from the UK subscribers in 2021 was £1.4bn.<ref>{{Cite web |date=October 10, 2022 |title=Netflix reports £1.4bn revenue last year from UK subscribers |url=https://www.theguardian.com/media/2022/oct/10/netflix-revenue-uk-subscribers-corporation-tax |access-date=October 11, 2022 |website=The Guardian |language=en |archive-date=October 10, 2022 |archive-url=https://web.archive.org/web/20221010201217/https://www.theguardian.com/media/2022/oct/10/netflix-revenue-uk-subscribers-corporation-tax |url-status=live}}</ref>

In April 2018, Netflix pulled out of the Cannes Film Festival, in response to new rules requiring competition films to have been released in French theaters. The Cannes premiere of ''Okja'' in 2017 was controversial, and led to discussions over the appropriateness of films with simultaneous digital releases being screened at an event showcasing theatrical film; audience members also booed the Netflix production logo at the screening. Netflix's attempts to negotiate to allow a limited release in France were curtailed by organizers, as well as French cultural exception law—where theatrically screened films are legally forbidden from being made available via video-on-demand services until at least 36 months after their release.<ref name="Statt">{{Cite news |last=Statt |first=Nick |date=April 11, 2018 |title=Netflix pulls out of Cannes Film Festival following competition ban |website=The Verge |url=https://www.theverge.com/2018/4/11/17225898/netflix-cannes-film-festival-competition-ban-streaming-services |access-date=July 8, 2019 |archive-date=July 8, 2019 |archive-url=https://web.archive.org/web/20190708192348/https://www.theverge.com/2018/4/11/17225898/netflix-cannes-film-festival-competition-ban-streaming-services |url-status=live}}</ref><ref name="Tiffany">{{Cite news |last=Tiffany |first=Kaitlyn |date=May 19, 2017 |title=Netflix booed at Okja's Cannes premiere |website=The Verge |url=https://www.theverge.com/2017/5/19/15662542/netflix-cannes-film-festival-booed-okja-premiere |access-date=July 8, 2019 |archive-date=July 8, 2019 |archive-url=https://web.archive.org/web/20190708192350/https://www.theverge.com/2017/5/19/15662542/netflix-cannes-film-festival-booed-okja-premiere |url-status=live}}</ref><ref name="theverge.com">{{Cite news |last=Tiffany |first=Kaitlyn |date=May 10, 2017 |title=Netflix's first two films at Cannes could be its last |website=The Verge |url=https://www.theverge.com/2017/5/10/15608978/netflix-cannes-film-festival-new-rule-theater-release-france |access-date=July 8, 2019 |archive-date=July 8, 2019 |archive-url=https://web.archive.org/web/20190708192349/https://www.theverge.com/2017/5/10/15608978/netflix-cannes-film-festival-new-rule-theater-release-france |url-status=live}}</ref> Besides traditional Hollywood markets as well as from partners like the BBC, Sarandos said the company was also looking to expand investments in non-traditional foreign markets due to the growth of viewers outside of North America. At the time, this included programs such as ''Dark'' from Germany, ''Ingobernable'' from Mexico, and ''3%'' from Brazil.<ref>{{Cite news |url=https://variety.com/2018/digital/news/netflix-original-spending-85-percent-1202809623/ |title=Netflix Content Chief Says 85% of New Spending Is on Originals |last=Spangler |first=Todd |website=Variety |date=May 14, 2018 |access-date=April 3, 2019 |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403180030/https://variety.com/2018/digital/news/netflix-original-spending-85-percent-1202809623/ |url-status=live}}</ref><ref>{{cite web |url=https://www.vulture.com/2018/06/how-netflix-swallowed-tv-industry.html |title=Inside the Binge Factory |first=Josef |last=Adalian |date=June 11, 2018 |work=Vulture |access-date=October 11, 2021 |archive-date=October 6, 2021 |archive-url=https://web.archive.org/web/20211006183721/https://www.vulture.com/2018/06/how-netflix-swallowed-tv-industry.html |url-status=live}}</ref><ref name="vulture squid game">{{cite web |url=https://www.vulture.com/article/planet-squid-game-netflix-biggest-show.html |title=Planet Squid Game |first=Josef |last=Adalain |date=September 30, 2021 |archive-date=October 3, 2021 |work=Vulture |archive-url=https://web.archive.org/web/20211003193656/https://www.vulture.com/article/planet-squid-game-netflix-biggest-show.html |url-status=live}}</ref>

In May 2018, former president, Barack Obama, and his wife, Michelle Obama, signed a deal to produce docuseries, documentaries, and features for Netflix under the Obamas' newly formed production company, Higher Ground Productions.<ref>{{cite news |title=Obamas Sign Deal With Netflix, Form 'Higher Ground Productions' |first=Scott |last=Neuman |url=https://www.npr.org/sections/thetwo-way/2018/05/22/613246456/obamas-sign-content-deal-with-netlfix-form-higher-ground-productions |publisher=NPR |date=May 22, 2018 |access-date=September 24, 2020 |archive-date=September 18, 2018 |archive-url=https://web.archive.org/web/20180918012121/https://www.npr.org/sections/thetwo-way/2018/05/22/613246456/obamas-sign-content-deal-with-netlfix-form-higher-ground-productions |url-status=live}}</ref><ref>{{cite news |title=The Obamas Will Produce Movies and Shows for Netflix |url=https://www.vulture.com/2018/05/the-obamas-will-produce-movies-and-shows-for-netflix.html |last=Harris |first=Hunter |website=Vulture.com |date=May 21, 2018 |access-date=September 24, 2020 |archive-date=May 3, 2020 |archive-url=https://web.archive.org/web/20200503114242/https://www.vulture.com/2018/05/the-obamas-will-produce-movies-and-shows-for-netflix.html |url-status=live}}</ref>

In June 2018, Netflix announced a partnership with Telltale Games to port its adventure games to the service in a streaming video format, allowing simple controls through a television remote.<ref>{{cite news |url=https://www.techradar.com/news/netflix-to-add-games-to-its-service-including-stranger-things-and-minecraft |title=Exclusive: Netflix to add games to its service, including Minecraft: Story Mode |first=Nick |last=Pino |work=TechRadar |date=June 13, 2018 |access-date=June 13, 2018 |archive-date=June 13, 2018 |archive-url=https://web.archive.org/web/20180613234210/https://www.techradar.com/news/netflix-to-add-games-to-its-service-including-stranger-things-and-minecraft |url-status=live}}</ref><ref>{{cite news |url=https://www.cnet.com/news/netflix-partners-with-telltale-games-for-interactive-adventures/ |title=No, Netflix isn't going to stream Minecraft video games |first1=Joan |last1=Solsman |first2=Lori |last2=Grunin |publisher=CNET |date=June 13, 2018 |access-date=June 13, 2018 |archive-date=June 13, 2018 |archive-url=https://web.archive.org/web/20180613234154/https://www.cnet.com/news/netflix-partners-with-telltale-games-for-interactive-adventures/ |url-status=live}}</ref> The first game, ''Minecraft: Story Mode'', was released in November 2018.<ref>{{Cite news |url=https://www.ign.com/articles/2018/11/27/telltales-minecraft-story-mode-launches-on-netflix |title=Telltale's Minecraft: Story Mode Launches on Netflix |first=Colin |last=Stevens |work=IGN |date=November 27, 2018 |access-date=September 12, 2021 |archive-date=November 27, 2018 |archive-url=https://web.archive.org/web/20181127234559/https://www.ign.com/articles/2018/11/27/telltales-minecraft-story-mode-launches-on-netflix |url-status=live}}</ref> In July 2018, Netflix earned the most Emmy nominations of any network for the first time with 112 nods.<ref name=":0" /> In August 2018, the company signed a five-year exclusive overall deal with international best-selling author Harlan Coben.<ref>{{Cite news |url=https://deadline.com/2018/08/harlan-coben-overall-deal-with-netflix-tv-series-movie-adaptations-books-1202452628/ |title=Harlan Coben Inks Overall Deal With Netflix For TV Series & Movie Adaptations Of His Books |last=Andreeva |first=Nellie |work=Deadline Hollywood |date=August 27, 2018 |access-date=August 28, 2018 |archive-date=January 19, 2021 |archive-url=https://web.archive.org/web/20210119131155/https://deadline.com/2018/08/harlan-coben-overall-deal-with-netflix-tv-series-movie-adaptations-books-1202452628/ |url-status=live}}</ref> At the same time, the company signed an overall deal with ''Gravity Falls'' creator Alex Hirsch.<ref>{{Cite news |url=https://deadline.com/2018/08/gravity-falls-creator-alex-hirsch-netflix-overall-deal-1202453142/ |title='Gravity Falls' Creator Alex Hirsch Inks Overall Deal With Netflix |last=Andreeva |first=Nellie |work=Deadline Hollywood |date=August 27, 2018 |access-date=August 28, 2018 |archive-date=August 29, 2018 |archive-url=https://web.archive.org/web/20180829035019/https://deadline.com/2018/08/gravity-falls-creator-alex-hirsch-netflix-overall-deal-1202453142/ |url-status=live}}</ref> In October 2018, Netflix paid under $30 million to acquire Albuquerque Studios (ABQ Studios), a $91 million film and TV production facility with eight sound stages in Albuquerque, New Mexico, for its first US production hub, pledging to spend over $1 billion over the next decade to create one of the largest film studios in North America.<ref>{{cite web |title=Netflix to expand production hub in New Mexico |url=https://abcnews.go.com/Entertainment/wireStory/netflix-expand-production-hub-mexico-74370484 |access-date=August 8, 2021 |website=ABC News |language=en |archive-date=August 8, 2021 |archive-url=https://web.archive.org/web/20210808033941/https://abcnews.go.com/Entertainment/wireStory/netflix-expand-production-hub-mexico-74370484 |url-status=live}}</ref><ref>{{Cite news |url=https://variety.com/2018/digital/news/netflix-albuquerque-studios-deal-terms-30-million-1202981274/ |title=Netflix Is Paying Less Than $30 Million for Albuquerque Studios, Which Cost $91 Million to Build |last=Spangler |first=Todd |work=Variety |date=October 16, 2018 |access-date=December 11, 2023 |archive-date=July 9, 2022 |archive-url=https://web.archive.org/web/20220709141939/https://variety.com/2018/digital/news/netflix-albuquerque-studios-deal-terms-30-million-1202981274/ |url-status=live}}</ref> In November 2018, Paramount Pictures signed a multi-picture film deal with Netflix, making Paramount the first major film studio to do so.<ref>{{cite news |title=Paramount and Netflix Set Multi-Picture Film Deal |url=https://www.deadline.com/2018/11/paramount-and-netflix-multi-picture-film-deal-1202503315 |last=Hayes |first=Dade |work=Deadline Hollywood |date=November 16, 2018 |access-date=November 25, 2018 |archive-date=November 23, 2018 |archive-url=https://web.archive.org/web/20181123154133/https://deadline.com/2018/11/paramount-and-netflix-multi-picture-film-deal-1202503315/ |url-status=live}}</ref> A sequel to AwesomenessTV's ''To All the Boys I've Loved Before'' (2018) was released on Netflix under the title ''To All the Boys: P.S. I Still Love You'' (2020) as part of the agreement.<ref>{{cite news |last1=Hagey |first1=Keach |last2=Flint |first2=Joe |title=Viacom Plans 'To All the Boys' Sequel for Netflix in Push to Create More Content for Rivals |url=https://www.wsj.com/articles/mtv-owners-streaming-strategy-if-you-cant-beat-them-feed-them-1540044000 |work=The Wall Street Journal |date=October 20, 2018 |url-access=subscription |access-date=November 25, 2018 |archive-date=November 21, 2018 |archive-url=https://web.archive.org/web/20181121214316/https://www.wsj.com/articles/mtv-owners-streaming-strategy-if-you-cant-beat-them-feed-them-1540044000 |url-status=live}}</ref> In December 2018, the company announced a partnership with ESPN Films on a television documentary chronicling Michael Jordan and the 1997–98 Chicago Bulls season titled ''The Last Dance''. It was released internationally on Netflix and became available for streaming in the US three months after a broadcast airing on ESPN.<ref>{{Cite news |title=Here's the Thrilling New Trailer for ESPN's Michael Jordan Documentary 'The Last Dance' |url=https://www.complex.com/sports/2018/12/michael-jordan-last-dance-documentary-trailer |first=Joshua |last=Espinoza |work=Complex Networks |date=December 25, 2018 |access-date=December 11, 2023 |archive-date=December 27, 2018 |archive-url=https://web.archive.org/web/20181227131640/https://www.complex.com/sports/2018/12/michael-jordan-last-dance-documentary-trailer |url-status=live}}</ref><ref>{{Cite news |last=Spangler |first=Todd |title=Netflix to Premiere ESPN's 'The Last Dance' for U.S. Subscribers in July |url=https://variety.com/2020/digital/news/netflix-premiere-last-dance-us-1234586940/ |work=Variety |date=April 22, 2020 |access-date=December 11, 2023 |archive-date=April 4, 2023 |archive-url=https://web.archive.org/web/20230404001813/https://variety.com/2020/digital/news/netflix-premiere-last-dance-us-1234586940/ |url-status=live}}</ref>

In January 2019, ''Sex Education'' made its debut as a Netflix Original series, receiving much critical acclaim.<ref>{{Cite news |url=https://www.theatlantic.com/entertainment/archive/2019/01/netflix-sex-education-review/579487/ |title=The Thoughtful Raunch of Sex Education |work=The Atlantic |date=January 9, 2019 |access-date=May 31, 2020 |archive-date=April 23, 2020 |archive-url=https://web.archive.org/web/20200423202007/https://www.theatlantic.com/entertainment/archive/2019/01/netflix-sex-education-review/579487/ |url-status=live}}</ref> On January 22, 2019, Netflix sought and was approved for membership into the Motion Picture Association of America (MPAA), making it the first streaming service to join the association.<ref>{{cite news |url=https://www.hollywoodreporter.com/news/netflix-advanced-talks-join-mpaa-1177926 |title=Netflix Becomes First Streamer to Join the Motion Picture Association of America |first=Pamela |last=McClintock |work=The Hollywood Reporter |date=January 22, 2019 |access-date=January 22, 2019 |archive-date=January 22, 2019 |archive-url=https://web.archive.org/web/20190122213621/https://www.hollywoodreporter.com/news/netflix-advanced-talks-join-mpaa-1177926 |url-status=live}}</ref> In February 2019, ''The Haunting'' creator Mike Flanagan joined frequent collaborator Trevor Macy as a partner in Intrepid Pictures ,and the duo signed an exclusive deal with Netflix to produce television content.<ref>{{cite news |url=https://deadline.com/2019/02/the-haunting-renewed-season-2-mike-flanagan-trevor-macy-partner-intrepid-pictures-netflix-overall-deal-the-haunting-of-hill-house-1202561592/ |title='The Haunting' Renewed For Season 2 as Mike Flanagan & Trevor Macy Partner in Intrepid Pictures & Ink Netflix Overall Deal |last=Andreeva |first=Nellie |work=Deadline Hollywood |date=February 21, 2019 |access-date=December 11, 2023 |archive-date=August 16, 2020 |archive-url=https://web.archive.org/web/20200816232616/https://deadline.com/2019/02/the-haunting-renewed-season-2-mike-flanagan-trevor-macy-partner-intrepid-pictures-netflix-overall-deal-the-haunting-of-hill-house-1202561592/ |url-status=live}}</ref> In May 2019, Netflix contracted with Dark Horse Entertainment to make television series and films based on comics from Dark Horse Comics.<ref>{{Cite news |url=https://www.thewrap.com/netflix-signs-umbrella-academy-publisher-dark-horse-comics-to-first-look-deal/ |title=Netflix Signs 'Umbrella Academy' Producer Dark Horse Entertainment to First-Look Deal |first=Tim |last=Baysinger |work=The Wrap |date=May 9, 2019 |access-date=May 25, 2019 |archive-date=June 2, 2019 |archive-url=https://web.archive.org/web/20190602213519/https://www.thewrap.com/netflix-signs-umbrella-academy-publisher-dark-horse-comics-to-first-look-deal/ |url-status=live}}</ref> In July 2019, Netflix announced it would be opening a hub at Shepperton Studios as part of a deal with Pinewood Group.<ref>{{Cite news |url=https://www.theguardian.com/media/2019/jul/03/netflix-strikes-production-deal-with-shepperton-studios |title=Netflix strikes production deal with Shepperton Studios |last=Sweney |first=Mark |work=The Guardian |date=July 3, 2019 |issn=0261-3077 |access-date=May 7, 2020 |archive-date=June 23, 2020 |archive-url=https://web.archive.org/web/20200623170818/https://www.theguardian.com/media/2019/jul/03/netflix-strikes-production-deal-with-shepperton-studios |url-status=live}}</ref> In early-August 2019, Netflix negotiated an exclusive multi-year film and television deal with ''Game of Thrones'' creators and showrunners David Benioff and D.B. Weiss.<ref>{{cite news |title=What Will David Benioff and D.B. Weiss Bring to Netflix For $200 Million? |url=https://www.wmagazine.com/story/david-benioff-db-weiss-netflix-deal |last=Munzenrieder |first=Kyle |work=W |date=August 8, 2019 |access-date=December 11, 2023 |archive-date=July 12, 2023 |archive-url=https://web.archive.org/web/20230712115334/https://www.wmagazine.com/story/david-benioff-db-weiss-netflix-deal |url-status=live}}</ref><ref>{{cite news |title=Game of Thrones creators sign $200 million Netflix deal to make exclusive shows and films |url=https://www.theverge.com/2019/8/7/20761099/game-of-thrones-david-benioff-db-weiss-netflix-deal-200-million-disney-stars |last=Statt |first=Nick |work=The Verge |date=August 7, 2019 |access-date=December 11, 2023 |archive-date=July 12, 2023 |archive-url=https://web.archive.org/web/20230712121503/https://www.theverge.com/2019/8/7/20761099/game-of-thrones-david-benioff-db-weiss-netflix-deal-200-million-disney-stars |url-status=live}}</ref><ref>{{cite web |url=https://deadline.com/2019/10/star-wars-setback-game-of-thrones-duo-david-benioff-d-b-weiss-exit-trilogy-1202771184/ |title='Star Wars' Setback: 'Game Of Thrones' Duo David Benioff & D.B. Weiss Exit Trilogy |last=Boucher |first=Geoff |work=Deadline Hollywood |date=October 29, 2019 |access-date=December 11, 2023 |archive-date=July 21, 2020 |archive-url=https://web.archive.org/web/20200721195000/https://deadline.com/2019/10/star-wars-setback-game-of-thrones-duo-david-benioff-d-b-weiss-exit-trilogy-1202771184/ |url-status=live}}</ref><ref>{{cite news |url=https://www.theguardian.com/film/2019/oct/29/game-of-thrones-creators-benioff-and-weiss-drop-star-wars-movies-for-netflix |title=Game of Thrones creators Benioff and Weiss drop Star Wars movies for Netflix |work=The Guardian |date=October 29, 2019 |access-date=December 11, 2023 |archive-date=January 23, 2023 |archive-url=https://web.archive.org/web/20230123203745/http://www.theguardian.com/film/2019/oct/29/game-of-thrones-creators-benioff-and-weiss-drop-star-wars-movies-for-netflix |url-status=live}}</ref><ref>{{cite news |title=Game of Thrones showrunners quit Star Wars trilogy to work on Netflix projects |url=https://www.theverge.com/2019/10/29/20937689/benioff-weiss-star-wars-trilogy-cancelled-netflix |last=Byford |first=Sam |work=The Verge |date=October 29, 2019 |access-date=December 11, 2023 |archive-date=April 25, 2023 |archive-url=https://web.archive.org/web/20230425084311/https://www.theverge.com/2019/10/29/20937689/benioff-weiss-star-wars-trilogy-cancelled-netflix |url-status=live}}</ref> The first Netflix production created by Benioff and Weiss was planned as an adaptation of Liu Cixin's science fiction novel ''The Three-Body Problem'', part of the ''Remembrance of Earth's Past'' trilogy.<ref>{{Cite news |url=https://www.theverge.com/2020/9/1/21410210/netflix-the-three-body-problem-benioff-weiss-adapation |title=Game of Thrones showrunners are adapting The Three-Body Problem as first major Netflix project |first=Nick |last=Statt |work=The Verge |date=September 1, 2020 |access-date=September 9, 2021 |archive-date=September 9, 2021 |archive-url=https://web.archive.org/web/20210909005739/https://www.theverge.com/2020/9/1/21410210/netflix-the-three-body-problem-benioff-weiss-adapation |url-status=live}}</ref> In September 2019, in addition to renewing ''Stranger Things'' for a fourth season, Netflix signed The Duffer Brothers to an overall deal covering future film and television projects for the service.<ref>{{cite web |url=https://www.hollywoodreporter.com/live-feed/stranger-things-renewed-season-4-at-netflix-duffer-brothers-ink-rich-netflix-deal-1222143 |title=''Stranger Things'' Renewed for Season 4 as Creators Ink Nine-Figure Netflix Deal |first=Leslie |last=Goldberg |work=The Hollywood Reporter |date=September 30, 2019 |access-date=December 11, 2023 |archive-date=September 30, 2019 |archive-url=https://web.archive.org/web/20190930180138/https://www.hollywoodreporter.com/live-feed/stranger-things-renewed-season-4-at-netflix-duffer-brothers-ink-rich-netflix-deal-1222143 |url-status=live}}</ref>

In November 2019, Netflix and Nickelodeon entered into a multi-year agreement to produce several original animated feature films and television series based on Nickelodeon's library of characters. This agreement expanded on their existing relationship, in which new specials based on the past Nickelodeon series ''Invader Zim'' and ''Rocko's Modern Life'' (''Invader Zim: Enter the Florpus'' and ''Rocko's Modern Life: Static Cling,'' respectively) were released by Netflix. Other new projects planned under the team-up include a music project featuring Squidward Tentacles from the animated television series ''SpongeBob SquarePants'', and films based on ''The Loud House'' and ''Rise of the Teenage Mutant Ninja Turtles''.<ref>{{cite press release |title=Netflix and Nickelodeon form multi-year output deal to produce original animated films and series for kids & families around the world |url=https://media.netflix.com/en/press-releases/netflix-and-nickelodeon-form-multi-year-output-deal-to-produce-original-animated-films-and-series-for-kids-families-around-the-world |publisher=Netflix |date=November 13, 2019 |access-date=December 11, 2023 |archive-date=June 20, 2020 |archive-url=https://web.archive.org/web/20200620105941/https://media.netflix.com/en/press-releases/netflix-and-nickelodeon-form-multi-year-output-deal-to-produce-original-animated-films-and-series-for-kids-families-around-the-world |url-status=live}}</ref><ref>{{cite news |last=Barnes |first=Brookes |title='SpongeBob' Spinoff Highlights Netflix-Nickelodeon Deal |url=https://www.nytimes.com/2019/11/13/business/media/netflix-nickelodeon-spongebob-squarepants.html |archive-url=https://web.archive.org/web/20191113184007/https://www.nytimes.com/2019/11/13/business/media/netflix-nickelodeon-spongebob-squarepants.html |archive-date=November 13, 2019 |url-status=live |work=The New York Times |date=November 13, 2019 |url-access=limited}}</ref><ref>{{cite news |last=Slater |first=Georgina |title=Netflix and Nickelodeon Team Up as Disney+ Lands 10 Million Subscribers One Day After Launch |url=https://people.com/movies/netflix-nickelodeon-team-disney-lands-10-million-subscribers/ |work=People |date=November 15, 2019 |access-date=December 11, 2023 |archive-date=May 16, 2021 |archive-url=https://web.archive.org/web/20210516164631/https://people.com/movies/netflix-nickelodeon-team-disney-lands-10-million-subscribers/ |url-status=live}}</ref> The agreement with Disney ended in 2019 due to the launch of Disney+, with its Marvel productions moving exclusively to the service in 2022.<ref name="ditch">{{Cite news |last=Gebhart |first=Andrew |title=Marvel and Star Wars films will ditch Netflix for Disney's own service |publisher=CNET |url=https://www.cnet.com/news/marvel-and-star-wars-films-will-ditch-netflix-for-disney/ |url-status=live |archive-url=https://web.archive.org/web/20170907190259/https://www.cnet.com/news/marvel-and-star-wars-films-will-ditch-netflix-for-disney/ |archive-date=September 7, 2017}}</ref><ref name="Disney+ConfirmDeadline">{{Cite web |last=Andreeva |first=Nellie |date=March 1, 2022 |title=Disney+ Expands Into TV-MA Fare As It Adds Marvel's 'Defenders' Franchise & 'Agents Of S.H.I.E.L.D.' From Netflix |url=https://deadline.com/2022/03/disney-plus-tvma-rating-marvel-the-defenders-franchise-jessica-jones-daredevil-luke-cage-agents-of-shield-netflix-1234962137/ |url-status=live |archive-url=https://web.archive.org/web/20220301211328/https://deadline.com/2022/03/disney-plus-tvma-rating-marvel-the-defenders-franchise-jessica-jones-daredevil-luke-cage-agents-of-shield-netflix-1234962137/ |archive-date=March 1, 2022 |access-date=March 1, 2022 |website=Deadline Hollywood}}</ref> Also in November 2019, Netflix announced it had signed a long-term lease to save the Paris Theatre, the last single-screen movie theater in Manhattan. The company oversaw several renovations at the theater, including new seats and a concession stand.<ref>{{cite web |url=https://deadline.com/2019/11/paris-theatre-longerm-lease-netflix-marriage-story-the-irishman-robert-solow-1202794519/ |title=We'll Always Have Paris: Netflix Seals Long Term Deal To Keep Gotham's Last Single-Screen Picture Palace Alive |date=November 25, 2019 |access-date=February 17, 2022 |archive-date=February 17, 2022 |archive-url=https://web.archive.org/web/20220217183428/https://deadline.com/2019/11/paris-theatre-longerm-lease-netflix-marriage-story-the-irishman-robert-solow-1202794519/ |url-status=live}}</ref><ref>{{Cite news |url=https://deadline.com/2020/01/netflix-paris-office-france-series-reed-hastings-1202833735/ |title=Netflix Opens Vast Paris Office, Reveals New Content & Partnerships In France |first=Andreas |last=Wiseman |work=Deadline Hollywood |date=January 17, 2020 |access-date=September 9, 2021 |archive-date=October 9, 2021 |archive-url=https://web.archive.org/web/20211009235604/https://deadline.com/2020/01/netflix-paris-office-france-series-reed-hastings-1202833735/ |url-status=live}}</ref><ref>{{Cite news |url=https://www.reuters.com/article/us-france-netflix/netflix-opens-paris-office-plans-new-french-language-series-idUSKBN1ZG1W2 |title=Netflix opens Paris office, plans new French-language series |first1=Mathieu |last1=Rosemain |first2=Geert |last2=De Clercq |work=Reuters |date=January 17, 2020 |access-date=September 9, 2021 |archive-date=September 9, 2021 |archive-url=https://web.archive.org/web/20210909005739/https://www.reuters.com/article/us-france-netflix/netflix-opens-paris-office-plans-new-french-language-series-idUSKBN1ZG1W2 |url-status=live}}</ref>thumb|Ted Sarandos, longtime CCO and named co-CEO in 2020

In January 2020, Netflix announced a new four-film deal with Adam Sandler worth up to $275 million.<ref>{{Cite news |url=https://www.indiewire.com/2020/01/adam-sandler-netflix-deal-extended-four-movies-1202207433/ |title=Adam Sandler Extends Deal With Netflix, Will Make Four More Movies for the Streamer |first=Chris |last=Lindahl |work=IndieWire |date=January 31, 2020 |access-date=September 12, 2021 |archive-date=September 20, 2021 |archive-url=https://web.archive.org/web/20210920222812/https://www.indiewire.com/2020/01/adam-sandler-netflix-deal-extended-four-movies-1202207433/ |url-status=live}}</ref> In February 2020, Netflix formed partnerships with six Japanese creators to produce an original Japanese anime project. This partnership includes manga creator group CLAMP, manga creator Shin Kibayashi, manga creator Yasuo Ohtagaki, novelist and film director Otsuichi, novelist Tow Ubukata, and manga creator Mari Yamazaki.<ref>{{cite web |url=https://www.animenewsnetwork.com/news/2020-02-25/netflix-partners-with-clamp-and-kindaichi-gundam-thunderbolt-goth-mardock-scramble-thermae-romae-creators-for-new-anime/.156820 |title=Netflix Partners With CLAMP & Kindaichi, Gundam Thunderbolt, Goth, Mardock Scramble, Thermae Romae Creators for New Anime |website=Anime News Network |date=February 25, 2020 |access-date=February 25, 2020 |archive-date=February 25, 2020 |archive-url=https://web.archive.org/web/20200225082330/https://www.animenewsnetwork.com/news/2020-02-25/netflix-partners-with-clamp-and-kindaichi-gundam-thunderbolt-goth-mardock-scramble-thermae-romae-creators-for-new-anime/.156820 |url-status=live}}</ref> In March 2020, ViacomCBS announced it will be producing two spin-off films based on ''SpongeBob SquarePants'' for Netflix.<ref>{{cite news |url=https://www.mediaplaynews.com/its-a-spongebob-squarepants-vision-at-viacomcbs/ |title=It's a ''SpongeBob SquarePants'' World at ViacomCBS |work=Home Media Magazine |first=Erik |last=Gruenwedel |date=March 4, 2020 |access-date=December 11, 2023 |archive-date=July 24, 2020 |archive-url=https://web.archive.org/web/20200724023652/https://www.mediaplaynews.com/its-a-spongebob-squarepants-vision-at-viacomcbs/ |url-status=live}}</ref> In April 2020, Peter Chernin's Chernin Entertainment made a multi-year first-look deal with Netflix to make films.<ref>{{cite news |url=https://www.thewrap.com/chernin-entertainment-netflix-sign-first-look-deal-for-film/ |title=Chernin Entertainment, Netflix Sign First-Look Deal for Film |work=TheWrap |date=April 8, 2020 |access-date=June 21, 2020 |archive-date=April 14, 2020 |archive-url=https://web.archive.org/web/20200414104654/https://www.thewrap.com/chernin-entertainment-netflix-sign-first-look-deal-for-film/ |url-status=live}}</ref> In May 2020, Netflix announced the acquisition of Grauman's Egyptian Theatre from the American Cinematheque to use as a special events venue.<ref>{{Cite news |url=https://deadline.com/2020/05/netflix-closes-deal-american-cinematheque-egyptian-theatre-1202946525/ |title=Netflix closes deal of egyptian theater; joining forces with American Cinematheque |last=D'Alessandro |first=Anthony |work=Deadline Hollywood |date=May 29, 2020 |access-date=December 11, 2023 |archive-date=October 29, 2023 |archive-url=https://web.archive.org/web/20231029083627/https://deadline.com/2020/05/netflix-closes-deal-american-cinematheque-egyptian-theatre-1202946525/ |url-status=live}}</ref><ref name=egyptian>{{Cite news |url=https://variety.com/2020/film/news/netflix-hollywood-egyptian-theatre-1234619985/ |title=Netflix Closes Deal to Buy Hollywood's Egyptian Theatre |last=McNary |first=Dave |work=Variety |date=May 29, 2020 |access-date=May 30, 2020 |archive-date=May 30, 2020 |archive-url=https://web.archive.org/web/20200530002033/https://variety.com/2020/film/news/netflix-hollywood-egyptian-theatre-1234619985/ |url-status=live}}</ref><ref>{{Cite news |url=https://www.indiewire.com/2020/05/netflix-buys-egyptian-theatre-1202234279/ |title=Netflix Finally Sealed the Deal on Hollywood's Egyptian Theatre, but Not Everyone Is Happy |first=Chris |last=Lindahl |work=IndieWire |date=May 29, 2020 |access-date=September 12, 2021 |archive-date=September 20, 2021 |archive-url=https://web.archive.org/web/20210920222826/https://www.indiewire.com/2020/05/netflix-buys-egyptian-theatre-1202234279/ |url-status=live}}</ref> In July 2020, Netflix appointed Sarandos as co-CEO.<ref name="co-CEO 2020">{{Cite news |last=Lee |first=Edmund |title=Netflix Appoints Ted Sarandos as Co-Chief Executive |work=The New York Times |url=https://www.nytimes.com/2020/07/16/business/netflix-subscriptions-earnings-sarandos.html |archive-url=https://web.archive.org/web/20200716220043/https://www.nytimes.com/2020/07/16/business/netflix-subscriptions-earnings-sarandos.html |archive-date=July 16, 2020 |url-status=live |date=July 16, 2020 |url-access=limited |issn=0362-4331}}</ref><ref>{{Cite news |last=Bursztynsky |first=Jessica |title=Netflix promotes Ted Sarandos to co-CEO |url=https://www.cnbc.com/2020/07/16/netflix-names-ted-sarandos-co-ceo.html |publisher=CNBC |date=July 16, 2020 |access-date=December 11, 2023 |archive-date=April 4, 2023 |archive-url=https://web.archive.org/web/20230404045609/https://www.cnbc.com/2020/07/16/netflix-names-ted-sarandos-co-ceo.html |url-status=live}}</ref> That same month, Netflix invested in ''Black Mirror'' creators Charlie Brooker and Annabel Jones' new production outfit Broke And Bones.<ref name=Brooker>{{Cite news |url=https://deadline.com/2020/07/charlie-brooker-annabel-jones-netflix-broke-and-bones-1202996292/ |title=Netflix Quietly Strikes Landmark Investment Deal With 'Black Mirror' Creators Charlie Brooker & Annabel Jones |first=Jake |last=Kanter |work=Deadline Hollywood |date=July 30, 2020 |access-date=December 11, 2023 |archive-date=June 6, 2023 |archive-url=https://web.archive.org/web/20230606131619/https://deadline.com/2020/07/charlie-brooker-annabel-jones-netflix-broke-and-bones-1202996292/ |url-status=live}}</ref>

In September 2020, Netflix signed a multi-million dollar deal with the Duke and Duchess of Sussex. Harry and Meghan agreed to a multi-year deal promising to create TV shows, films, and children's content as part of their commitment to stepping away from the duties of the royal family.<ref>{{Cite news |last1=Sweney |first1=Mark |last2=Lee |first2=Benjamin |title=Harry and Meghan sign multi-year Netflix deal |work=The Guardian |url=https://www.theguardian.com/media/2020/sep/02/prince-harry-meghan-markle-netflix-deal |date=September 2, 2020 |issn=0261-3077 |access-date=December 11, 2023 |archive-date=November 3, 2023 |archive-url=https://web.archive.org/web/20231103155724/https://www.theguardian.com/media/2020/sep/02/prince-harry-meghan-markle-netflix-deal |url-status=live}}</ref><ref>{{Cite news |url=https://www.nytimes.com/2020/09/02/business/media/harry-meghan-netflix.html |archive-url=https://web.archive.org/web/20200902151003/https://www.nytimes.com/2020/09/02/business/media/harry-meghan-netflix.html |archive-date=September 2, 2020 |url-status=live |title=Prince Harry and Meghan Sign Megawatt Netflix Deal |first=Brooks |last=Barnes |work=The New York Times |date=September 2, 2020 |url-access=limited}}</ref> That same month, Hastings released a book about Netflix culture titled ''No Rules Rules: Netflix and the Culture of Reinvention'', which was coauthored by Erin Meyer.<ref>{{cite web |last1=Spangler |first1=Todd |title=Reed Hastings' Book on Netflix's 'No Rules Rules': Five Key Takeaways |url=https://variety.com/2020/digital/news/netflix-reed-hastings-book-five-takeaways-no-rules-rules-1234752550/ |website=Variety |date=September 7, 2020 |access-date=December 11, 2023 |archive-date=July 12, 2023 |archive-url=https://web.archive.org/web/20230712121034/https://variety.com/2020/digital/news/netflix-reed-hastings-book-five-takeaways-no-rules-rules-1234752550/ |url-status=live}}</ref> In December 2020, Netflix signed a first-look deal with Millie Bobby Brown to develop and star in several projects, including a potential action franchise.<ref>{{Cite news |url=https://deadline.com/2020/11/millie-bobby-brown-to-star-in-executive-produce-netflix-fantasy-movie-damsel-1234612845/ |title=Millie Bobby Brown To Star In & Executive Produce Netflix Fantasy Movie 'Damsel' |first=Anthony |last=D'Alessandro |work=Deadline Hollywood |date=November 11, 2020 |access-date=September 12, 2021 |archive-date=November 29, 2020 |archive-url=https://web.archive.org/web/20201129132624/https://deadline.com/2020/11/millie-bobby-brown-to-star-in-executive-produce-netflix-fantasy-movie-damsel-1234612845/ |url-status=live}}</ref>

=== Expansion into gaming, ''Squid Game'', new programing, and new initiatives (2021–2022) === In March 2021, Netflix earned the most Academy Award nominations of any studio, with 36 nods. Netflix won seven Academy Awards, which was the most by any studio.<ref>{{Cite web |last=D'Alessandro |first=Anthony |date=March 15, 2021 |title=Oscar Nominations Scorecard By Studio: How Netflix's Haul Ranks Among The Records |url=https://deadline.com/2021/03/oscar-nominations-2021-scorecard-movies-studio-chart-netflix-record-1234714785/ |access-date=July 18, 2024 |website=Deadline |language=en-US}}</ref> Later that year, Netflix also won more Emmys than any other network or studio with 44 wins, tying the record for most Emmys won in a single year set by CBS in 1974.<ref>{{Cite web |last1=Andreeva |first1=Dade Hayes,Nellie |last2=Hayes |first2=Dade |last3=Andreeva |first3=Nellie |date=September 20, 2021 |title=Netflix Ties Emmy Record With 44 Wins In Single Year, Capped By One-Two Series Punch |url=https://deadline.com/2021/09/netflix-2021-emmy-awards-1234839569/ |access-date=July 18, 2024 |website=Deadline |language=en-US}}</ref>

In April 2021, Sony Pictures Entertainment announced an agreement for Netflix to hold the US pay television window rights to its releases beginning in 2022, replacing Starz and expanding upon an existing agreement with Sony Pictures Animation. The agreement also includes a first-look deal for any future direct-to-streaming films being produced by Sony Pictures, with Netflix required to commit to a minimum number of them.<ref>{{Cite news |last=Hayes |first=Dade |title=Netflix And Sony Break Ground With Film Licensing Deal Replacing Starz Pact, Including First Look At New Direct-To-Streaming Titles |url=https://deadline.com/2021/04/netflix-sony-pictures-licensing-deal-streaming-starz-spider-man-1234730124/ |work=Deadline Hollywood |date=April 8, 2021 |access-date=December 11, 2023 |archive-date=April 23, 2022 |archive-url=https://web.archive.org/web/20220423010117/https://deadline.com/2021/04/netflix-sony-pictures-licensing-deal-streaming-starz-spider-man-1234730124/ |url-status=live}}</ref><ref>{{Cite news |first1=Matt |last1=Donnelly |first2=Cynthia |last2=Littleton |title=Sony Pictures Moves Movie Output Deal From Starz to Netflix in Rich Pact |url=https://variety.com/2021/film/news/netflix-sony-pictures-pay-1-starz-output-1234946413/ |work=Variety |date=April 8, 2021 |access-date=December 11, 2023 |archive-date=April 8, 2021 |archive-url=https://web.archive.org/web/20210408170225/https://variety.com/2021/film/news/netflix-sony-pictures-pay-1-starz-output-1234946413/ |url-status=live}}</ref><ref>{{Cite news |last=Lindahl |first=Chris |title=Netflix Will Become the Post-Theatrical Streaming Home for Sony Pictures |url=https://www.indiewire.com/2021/04/netflix-sony-deal-spider-man-1234628923/ |work=IndieWire |date=April 8, 2021 |access-date=December 11, 2023 |archive-date=April 24, 2023 |archive-url=https://web.archive.org/web/20230424151421/https://www.indiewire.com/2021/04/netflix-sony-deal-spider-man-1234628923/ |url-status=live}}</ref> On April 27, Netflix announced it was opening its first Canadian headquarters in Toronto.<ref>{{Cite news |url=https://dailyhive.com/vancouver/netflix-canada-toronto-headquarters |title=Netflix Canada to officially open new headquarters in Toronto |first=Karen |last=Doradea |work=Daily Hive |date=April 27, 2021 |access-date=September 12, 2021 |archive-date=September 12, 2021 |archive-url=https://web.archive.org/web/20210912172848/https://dailyhive.com/vancouver/netflix-canada-toronto-headquarters |url-status=live}}</ref> The company also announced that it would open an office in Sweden, Rome, and Istanbul to increase its original content in those regions.<ref>{{Cite news |url=https://variety.com/2021/digital/global/netflix-nordic-office-sweden-1234962502/ |title=Netflix Launches Nordic Office in Sweden |first=Elsa |last=Keslassy |work=Variety |date=April 28, 2021 |access-date=December 11, 2023 |archive-date=July 12, 2023 |archive-url=https://web.archive.org/web/20230712121151/https://variety.com/2021/digital/global/netflix-nordic-office-sweden-1234962502/ |url-status=live}}</ref>

In early-June, Netflix hosted a first-ever week-long virtual event called "Geeked Week", where it shared exclusive news, new trailers, cast appearances, and more about upcoming genre titles like ''The Witcher'', ''The Cuphead Show!'', and ''The Sandman''.<ref>{{cite web |url=https://www.theverge.com/2021/5/24/22448313/netflix-geeked-week-event-the-witcher-sandman-cuphead-resident-evil |title=Netflix is holding a week-long 'geek' event in June about The Witcher, The Sandman, and more |website=Verge |date=May 24, 2021 |author=Jay Peters |access-date=December 9, 2022 |archive-date=December 9, 2022 |archive-url=https://web.archive.org/web/20221209221749/https://www.theverge.com/2021/5/24/22448313/netflix-geeked-week-event-the-witcher-sandman-cuphead-resident-evil |url-status=live}}</ref> On June 7, Jennifer Lopez's Nuyorican Productions signed a multi-year first-look deal with Netflix spanning feature films, TV series, and unscripted content, with an emphasis on projects that support diverse female actors, writers, and filmmakers.<ref>{{Cite news |url=https://deadline.com/2021/06/jennifer-lopez-nuyorican-netflix-production-deal-1234770575/ |title=Jennifer Lopez Inks Multi-Year First-Look Production Deal With Netflix |first=Anthony |last=D'Alessandro |date=June 7, 2021 |access-date=June 11, 2021 |archive-date=June 13, 2021 |archive-url=https://web.archive.org/web/20210613205909/https://deadline.com/2021/06/jennifer-lopez-nuyorican-netflix-production-deal-1234770575/ |url-status=live}}</ref> On June 10, Netflix announced it was launching an online store for curated products tied to the Netflix brand and shows such as ''Stranger Things'' and ''The Witcher''.<ref>{{Cite news |url=https://deadline.com/2021/06/netflix-shop-branded-merchandise-lupin-bridgerton-stranger-things-1234773042/ |title=Netflix Launches Branded Merchandise Site, Exploring New Revenue Frontier |first1=Dade |last1=Hayes |work=Deadline Hollywood |date=June 10, 2021 |access-date=June 11, 2021 |archive-date=June 11, 2021 |archive-url=https://web.archive.org/web/20210611233338/https://deadline.com/2021/06/netflix-shop-branded-merchandise-lupin-bridgerton-stranger-things-1234773042/ |url-status=live}}</ref><ref>{{Cite news |url=https://www.nytimes.com/2021/06/10/business/media/netflix-shop.html |archive-url=https://ghostarchive.org/archive/20211228/https://www.nytimes.com/2021/06/10/business/media/netflix-shop.html |archive-date=December 28, 2021 |title=Netflix: The Store! |last1=Koblin |first1=John |last2=Maheshwari |first2=Sapna |work=The New York Times |date=June 10, 2021 |url-access=limited}}{{cbignore}}</ref> On June 21, Steven Spielberg's Amblin Partners signed a deal with Netflix to release multiple new feature films for the streaming service.<ref>{{Cite news |last=Lang |first=Brent |title=Steven Spielberg's Amblin Partners, Netflix Forge Film Deal in Sign of Changing Hollywood |url=https://variety.com/2021/film/news/steven-spielberg-netflix-amblin-deal-1235001513/ |work=Variety |date=June 21, 2021 |access-date=September 12, 2021 |archive-date=June 21, 2021 |archive-url=https://web.archive.org/web/20210621160323/https://variety.com/2021/film/news/steven-spielberg-netflix-amblin-deal-1235001513/ |url-status=live}}</ref><ref>{{Cite news |title=Spielberg's Amblin inks multiyear feature film deal with Netflix |url=https://techcrunch.com/2021/06/21/spielbergs-amblin-inks-multi-year-feature-film-deal-with-netflix/ |first=Devin |last=Coldewey |work=TechCrunch |date=June 21, 2021 |access-date=September 12, 2021 |archive-date=December 11, 2023 |archive-url=https://web.archive.org/web/20231211133932/https://techcrunch.com/2021/06/21/spielbergs-amblin-inks-multi-year-feature-film-deal-with-netflix/ |url-status=live}}</ref> On June 30, Powerhouse Animation Studios (the studio behind Netflix's ''Castlevania'') announced signing a first-look deal with the streamer to produce more animated series.<ref>{{cite web |url=https://deadline.com/2021/06/powerhouse-animation-first-look-deal-netflix-castlevania-masters-of-the-universe-1234784152/ |title='Castlevania' Animation Studio Powerhouse Inks First-Look Deal With Netflix |first=Nellie |last=Andreeva |date=June 30, 2021 |access-date=December 11, 2023 |archive-date=September 5, 2023 |archive-url=https://web.archive.org/web/20230905023523/https://deadline.com/2021/06/powerhouse-animation-first-look-deal-netflix-castlevania-masters-of-the-universe-1234784152/ |url-status=live}}</ref>

In July 2021, Netflix hired Mike Verdu, a former executive from Electronic Arts and Facebook, as vice president of game development, along with plans to add video games by 2022.<ref>{{cite news |url=https://www.bloomberg.com/news/articles/2021-07-14/netflix-plans-to-offer-video-games-in-expansion-beyond-films-tv |title=Netflix Plans to Offer Video Games in Push Beyond Films, TV |first1=Lucas |last1=Shaw |first2=Mark |last2=Gurman |work=Bloomberg News |date=July 14, 2021 |access-date=December 11, 2023 |archive-date=September 29, 2021 |archive-url=https://web.archive.org/web/20210929100753/https://www.bloomberg.com/news/articles/2021-07-14/netflix-plans-to-offer-video-games-in-expansion-beyond-films-tv |url-status=live}}</ref> Netflix announced plans to release mobile games that would be included in subscribers' service plans.<ref>{{cite news |url=https://www.theverge.com/2021/7/20/22585802/netflix-gaming-mobile-subscription-earnings |title=Netflix's gaming expansion starts with mobile |first=Jay |last=Peters |work=The Verge |date=July 20, 2021 |access-date=July 20, 2021 |archive-date=July 20, 2021 |archive-url=https://web.archive.org/web/20210720210048/https://www.theverge.com/2021/7/20/22585802/netflix-gaming-mobile-subscription-earnings |url-status=live}}</ref> Trial offerings were first launched for Netflix users in Poland in August 2021, offering premium mobile games based on ''Stranger Things,'' including ''Stranger Things 3: The Game'', for free to subscribers through the Netflix mobile app.<ref>{{cite web |url=https://www.engadget.com/netflix-mobile-games-app-subscription-test-android-poland-stranger-things-155325550.html |title=Netflix starts testing Stranger Things games in its Android app |first=Kris |last=Holt |work=Engadget |date=August 26, 2021 |access-date=December 11, 2023 |archive-date=September 22, 2023 |archive-url=https://web.archive.org/web/20230922051508/https://www.engadget.com/netflix-mobile-games-app-subscription-test-android-poland-stranger-things-155325550.html |url-status=live}}</ref> On July 14, 2021, Netflix signed a first-look deal with Joey King, star of ''The Kissing Booth'' franchise, in which King would produce and develop films for Netflix via her All The King's Horses production company.<ref>{{Cite news |url=https://deadline.com/2021/07/kissing-booth-joey-king-first-look-deal-netflix-1234790906/ |title='Kissing Booth' Star Joey King Inks First-Look Deal With Netflix |first1=Denise |last1=Petski |work=Deadline Hollywood |date=July 14, 2021 |access-date=December 11, 2023 |archive-date=July 15, 2021 |archive-url=https://web.archive.org/web/20210715152043/https://deadline.com/2021/07/kissing-booth-joey-king-first-look-deal-netflix-1234790906/ |url-status=live}}</ref> On July 21, Zack Snyder, director of Netflix's ''Army of the Dead'', announced he had signed his production company The Stone Quarry to a first-look deal with Netflix; his upcoming projects included a sequel to ''Army of the Dead'' and a sci-fi adventure film titled ''Rebel Moon''.<ref>{{Cite news |title=Zack Snyder's Stone Quarry Productions Signs First-Look Film Deal With Netflix (Exclusive) |url=https://www.hollywoodreporter.com/movies/movie-news/zack-snyder-stone-quarry-productions-signs-first-look-film-deal-netflix-1234986047/ |website=The Hollywood Reporter |last=Kit |first=Borys |date=July 21, 2021 |access-date=July 22, 2021 |archive-date=July 21, 2021 |archive-url=https://web.archive.org/web/20210721204056/https://www.hollywoodreporter.com/movies/movie-news/zack-snyder-stone-quarry-productions-signs-first-look-film-deal-netflix-1234986047/ |url-status=live}}</ref><ref>{{Cite news |title=Zack Snyder Signs First-Look Deal With Netflix |url=https://comicbook.com/movies/news/zack-snyder-first-look-deal-netflix-army-of-the-dead/ |first=JENNA |last=ANDERSON |website=ComicBook.com |date=July 21, 2021 |access-date=July 22, 2021 |archive-date=July 22, 2021 |archive-url=https://web.archive.org/web/20210722000127/https://comicbook.com/movies/news/zack-snyder-first-look-deal-netflix-army-of-the-dead/ |url-status=live}}</ref><ref>{{Cite news |title=Zack Snyder Sets Next Movie, Sci-Fi Adventure 'Rebel Moon', at Netflix (Exclusive) |url=https://www.hollywoodreporter.com/movies/movie-news/zack-snyder-sets-next-movie-sci-fi-adventure-rebel-moon-at-netflix-exclusive-1234978201/ |last=Kit |first=Borys |website=The Hollywood Reporter |date=July 6, 2021 |access-date=July 22, 2021 |archive-date=February 12, 2022 |archive-url=https://web.archive.org/web/20220212062146/https://www.hollywoodreporter.com/movies/movie-news/zack-snyder-sets-next-movie-sci-fi-adventure-rebel-moon-at-netflix-exclusive-1234978201/ |url-status=live}}</ref><ref>{{Cite news |title=Zack Snyder Signs First-Look Deal With Netflix}}</ref> In 2019, he had agreed to produce an anime-style web series inspired by Norse mythology.<ref>{{cite news |title=Zack Snyder Set to Produce a Netflix Anime Series About Norse Mythology |url=https://collider.com/zack-snyder-netflix-anime-series/ |last=Gemmill |first=Allie |website=Collider |date=July 11, 2019 |access-date=July 22, 2021 |archive-date=October 26, 2021 |archive-url=https://web.archive.org/web/20211026115212/https://collider.com/zack-snyder-netflix-anime-series/ |url-status=live}}</ref><ref>{{cite news |title=Zack Snyder Sets Norse Mythology Anime Series at Netflix |url=https://www.hollywoodreporter.com/tv/tv-news/zack-snyder-sets-norse-mythology-anime-series-at-netflix-1223698/ |last=GOLDBERG |first=LESLEY |website=The Hollywood Reporter |date=July 11, 2019 |access-date=September 11, 2021 |archive-date=September 11, 2021 |archive-url=https://web.archive.org/web/20210911215431/https://www.hollywoodreporter.com/tv/tv-news/zack-snyder-sets-norse-mythology-anime-series-at-netflix-1223698/ |url-status=live}}</ref>

As of August 2021, Netflix Originals made up 40% of Netflix's overall library in the US.<ref>{{cite news |url=https://collider.com/netflix-originals-40-percent-library-us/ |title=Netflix Originals Now Make Up 40% of Streamer's Library in the U.S. |first=MAGGIE |last=BOCCELLA |work=Collider |date=August 16, 2021 |access-date=September 11, 2021 |archive-date=September 11, 2021 |archive-url=https://web.archive.org/web/20210911215438/https://collider.com/netflix-originals-40-percent-library-us/ |url-status=live}}</ref> The company announced that "TUDUM: A Netflix Global Fan Event", a three-hour virtual behind the scenes featuring first-look reveals for 100 of the streamer's series, films, and specials, would have its inaugural show in late September 2021.<ref>{{Cite news |url=https://variety.com/2021/film/news/netflix-tudum-global-fan-event-stranger-things-the-harder-they-fall-1235048463 |title=Netflix Sets 'Tudum' Global Fan Event, With Stars From 70 Movies and Shows Including 'Stranger Things' and 'The Harder They Fall' |work=Variety |last=Jackson |first=Angelique |access-date=September 13, 2021 |archive-date=September 19, 2021 |archive-url=https://web.archive.org/web/20210919020945/https://variety.com/2021/film/news/netflix-tudum-global-fan-event-stranger-things-the-harder-they-fall-1235048463/ |url-status=live}}</ref><ref>{{Cite news |url=https://people.com/tv/netflix-tudum-first-ever-global-fan-event-bridgerton-stranger-things-the-crown-more/ |title=Bridgerton, Stranger Things, The Crown and More to Join Netflix's First-Ever Global Fan Event |work=People |last=Puhak |first=Janine |date=August 25, 2021 |access-date=September 13, 2021 |archive-date=September 13, 2021 |archive-url=https://web.archive.org/web/20210913163611/https://people.com/tv/netflix-tudum-first-ever-global-fan-event-bridgerton-stranger-things-the-crown-more/ |url-status=live}}</ref> According to Netflix, the show garnered 25.7 million views across Netflix's 29 Netflix YouTube channels, Twitter, Twitch, Facebook, TikTok, and Tudum.com.<ref>{{cite web |url=https://variety.com/2021/film/news/netflix-tudum-fan-event-views-1235077538/ |title=Netflix Says Its Tudum Fan Event Garnered More Than 25 Million Views |website=Variety |date=September 29, 2021 |author=Jennifer Yuma |access-date=December 9, 2022 |archive-date=December 9, 2022 |archive-url=https://web.archive.org/web/20221209215337/https://variety.com/2021/film/news/netflix-tudum-fan-event-views-1235077538/ |url-status=live}}</ref>

Also in September, the company announced The Queen's Ball: A Bridgerton Experience, an immersive, Regency-era ball, launching in 2022 in Los Angeles, Chicago, Montreal, and Washington, D.C.<ref>{{cite web |url=https://www.indiewire.com/shop/bridgerton-experience-the-queens-ball-1234664856/ |title='Bridgerton' Live: Here's How You Can Get Tickets to 'The Queen's Ball' Before They're Gone |website=IndieWire |date=September 16, 2021 |author=Angel Saunders |access-date=December 9, 2022 |archive-date=December 9, 2022 |archive-url=https://web.archive.org/web/20221209221746/https://www.indiewire.com/shop/bridgerton-experience-the-queens-ball-1234664856/ |url-status=live}}</ref> Then ''Squid Game'', a South Korean survival drama created and produced by Hwang Dong-hyuk, rapidly became the service's most-watched show within a week of its launch in many markets on September 17, 2021, including Korea, the US, and the UK.<ref name="vulture squid game" /> Within its first 28 days on the service, ''Squid Game'' drew more than 111 million viewers, surpassing ''Bridgerton'' and becoming Netflix's most-watched show.<ref>{{cite news |url=https://deadline.com/2021/10/squid-game-111-million-views-in-first-month-cruising-past-bridgerton-top-all-time-netflix-original-1234854955/ |title='Squid Game' Draws 111M Views In First Month, Per Netflix, Besting 'Bridgerton' To Become Top All-Time Series Launch |first=Dade |last=Hayes |work=Deadline Hollywood |date=October 12, 2021 |access-date=December 11, 2023 |archive-date=October 12, 2021 |archive-url=https://web.archive.org/web/20211012223412/https://deadline.com/2021/10/squid-game-111-million-views-in-first-month-cruising-past-bridgerton-top-all-time-netflix-original-1234854955/ |url-status=live}}</ref> On September 20, Netflix signed a long-term lease with Aviva Investors to operate and expand the Longcross Studios in Surrey, UK.<ref>{{cite news |url=https://deadline.com/2021/09/netflix-longcross-deal-uk-one-billion-content-spend-1234840407/ |title=Netflix Increases UK Studio Footprint With Long-Term Longcross Deal; Streamer Re-Confirms $1BN UK Content Spend In 2021 |first=Andreas |last=Wiseman |work=Deadline Hollywood |date=September 20, 2021 |access-date=December 11, 2023 |archive-date=July 12, 2023 |archive-url=https://web.archive.org/web/20230712123007/https://deadline.com/2021/09/netflix-longcross-deal-uk-one-billion-content-spend-1234840407/ |url-status=live}}</ref> On September 21, Netflix announced it would acquire the Roald Dahl Story Company, which manages the rights to Roald Dahl's stories and characters, for an undisclosed price and would operate it as an independent company.<ref>{{cite press release |url=https://about.netflix.com/en/news/netflix-acquires-iconic-roald-dahl-story-company |title=Netflix Acquires Iconic Roald Dahl Story Company |publisher=Netflix |date=September 21, 2021 |access-date=December 11, 2023 |archive-date=April 30, 2023 |archive-url=https://web.archive.org/web/20230430033642/https://about.netflix.com/en/news/netflix-acquires-iconic-roald-dahl-story-company |url-status=live}}</ref><ref>{{cite news |url=https://deadline.com/2021/09/netflix-roald-dahl-story-company-1234842004/ |title=Netflix Acquires Roald Dahl Story Company |work=Deadline Hollywood |first=Tom |last=Grater |date=September 21, 2021 |access-date=December 11, 2023 |archive-date=January 7, 2022 |archive-url=https://web.archive.org/web/20220107184557/https://deadline.com/2021/09/netflix-roald-dahl-story-company-1234842004/ |url-status=live}}</ref><ref>{{cite news |last=Shaw |first=Lucas |title=Netflix Agrees to Buy 'Matilda' Author Roald Dahl Story Catalog |url=https://www.bloomberg.com/news/articles/2021-09-22/netflix-agrees-to-buy-matilda-author-roald-dahl-story-catalog-ktv8ispt?sref=CIpmV6x8 |work=Bloomberg News |date=September 22, 2021 |url-access=subscription |access-date=December 11, 2023 |archive-date=April 15, 2022 |archive-url=https://web.archive.org/web/20220415052514/https://www.bloomberg.com/news/articles/2021-09-22/netflix-agrees-to-buy-matilda-author-roald-dahl-story-catalog-ktv8ispt?sref=CIpmV6x8 |url-status=live}}</ref><ref>{{cite news |title=Netflix Acquires Roald Dahl Story Company, Plans Extensive Universe |url=https://variety.com/2021/tv/global/roald-dahl-netflix-deal-1235071043/ |last=Ramachandran |first=Naman |work=Variety |date=September 22, 2021 |access-date=December 11, 2023 |archive-date=June 16, 2023 |archive-url=https://web.archive.org/web/20230616150414/https://variety.com/2021/tv/global/roald-dahl-netflix-deal-1235071043/ |url-status=live}}</ref> The company acquired Night School Studio, an independent video game developer, on September 28.<ref>{{cite web |url=https://venturebeat.com/2021/09/28/netflix-acquires-its-first-game-studio-in-deal-with-oxenfree-creator-night-school-studio/ |title=Netflix acquires its first game studio in deal with Oxenfree creator Night School Studio |first=Dean |last=Takahashi |work=Venture Beat |date=September 28, 2021 |access-date=December 11, 2023 |archive-date=May 31, 2022 |archive-url=https://web.archive.org/web/20220531095129/https://venturebeat.com/2021/09/28/netflix-acquires-its-first-game-studio-in-deal-with-oxenfree-creator-night-school-studio/ |url-status=live}}</ref>

On October 13, 2021, Netflix announced the launch of the Netflix Book Club, partnering with Starbucks for a social series called ''But Have You Read the Book?''.<ref>{{Cite web |title=Starbucks, Netflix partner on book club-inspired content series |url=https://www.marketingdive.com/news/starbucks-netflix-partner-on-book-club-inspired-content-series/608132/ |access-date=July 18, 2024 |website=Marketing Dive |language=en-US}}</ref> Uzo Aduba became inaugural host of the series and announced monthly book selections set to be adapted by the streamer. Aduba speaks with the cast, creators, and authors about the book adaptation process over a cup of coffee at Starbucks.<ref>{{cite web |title=Announcing Netflix Book Club with Host Uzo Aduba and New Social Series with Starbucks |url=https://about.netflix.com/en/news/netflix-book-club-host-uzo-aduba-partner-starbucks-passing-tessa-thompson |access-date=October 16, 2021 |website=About Netflix |language=en |archive-date=October 17, 2021 |archive-url=https://web.archive.org/web/20211017064424/https://about.netflix.com/en/news/netflix-book-club-host-uzo-aduba-partner-starbucks-passing-tessa-thompson |url-status=live}}</ref><ref>{{Cite news |last=Perez |first=Lexy |title=Uzo Aduba to Host Netflix Book Club Series |url=https://www.hollywoodreporter.com/tv/tv-news/uzo-aduba-netflix-book-club-starbucks-1235030456/ |website=The Hollywood Reporter |date=October 13, 2021 |access-date=December 11, 2023 |archive-date=July 12, 2023 |archive-url=https://web.archive.org/web/20230712123007/https://www.hollywoodreporter.com/tv/tv-news/uzo-aduba-netflix-book-club-starbucks-1235030456/ |url-status=live}}</ref> Through October 2021, Netflix commonly reported viewership for its programming based on the number of viewers or households that watched a show in a given period (such as the first 28 days from its premiere) for at least two minutes. On the announcement of its quarterly earnings in October 2021, the company stated that it would switch its viewership metrics to measuring the number of hours that a show was watched, including rewatches, which the company said was closer to the measurements used in linear broadcast television, and thus "our members and the industry can better measure success in the streaming world."<ref>{{cite news |url=https://deadline.com/2021/10/netflix-set-to-shake-up-ratings-strategy-plans-to-release-more-viewing-figures-in-future-1234858561/ |title=Netflix Set To Shake Up Ratings Strategy & Plans To Release More Viewing Figures In Future |first=Peter |last=White |work=Deadline Hollywood |date=October 19, 2021 |access-date=December 11, 2023 |archive-date=July 12, 2023 |archive-url=https://web.archive.org/web/20230712121929/https://deadline.com/2021/10/netflix-set-to-shake-up-ratings-strategy-plans-to-release-more-viewing-figures-in-future-1234858561/ |url-status=live}}</ref>

Netflix officially launched mobile games on November 2, 2021, for Android users around the world. Through the app, subscribers had free access to five games, including two previously made ''Stranger Things'' titles. Netflix intends to add more games to this service over time.<ref>{{cite news |url=https://www.polygon.com/22759722/netflix-games-on-android |title=Netflix officially has games now |first=Joshua |last=Rivera |work=Polygon |date=November 2, 2021 |access-date=November 2, 2021 |archive-date=December 20, 2021 |archive-url=https://web.archive.org/web/20211220211903/https://www.polygon.com/22759722/netflix-games-on-android |url-status=live}}</ref> On November 9, the collection launched for iOS.<ref>{{cite news |url=https://techcrunch.com/2021/11/09/netflix-launches-games-to-iphone-and-ipad-users-worldwide/ |title=Netflix launches games to iPhone and iPad users worldwide |first=Sarah |last=Perez |work=TechCrunch |date=November 9, 2021 |access-date=December 11, 2023 |archive-date=July 12, 2023 |archive-url=https://web.archive.org/web/20230712121151/https://techcrunch.com/2021/11/09/netflix-launches-games-to-iphone-and-ipad-users-worldwide/ |url-status=live}}</ref> Some games in the collection require an active internet connection to play, while others will be available offline. Netflix Kids' accounts will not have games available.<ref>{{cite news |url=https://variety.com/2021/digital/news/netflix-launches-games-mobile-1235102924/ |title=Netflix Sets Launch of Games in Mobile App Worldwide, Including 'Stranger Things' Titles |first=Todd |last=Spangler |work=Variety |date=November 2, 2021 |access-date=December 11, 2023 |archive-date=April 4, 2023 |archive-url=https://web.archive.org/web/20230404045715/https://variety.com/2021/digital/news/netflix-launches-games-mobile-1235102924/ |url-status=live}}</ref> On November 16, Netflix announced the launch of "Top10 on Netflix.com", a new website with weekly global and country lists of the most popular titles on its service based on its new viewership metrics.<ref name=spring_tribune>{{cite news |title=Netflix Launches New 'Top10 on Netflix' Website |url=https://springtribune.com/2021/11/16/netflix-launches-new-weekly-top-10-on-netflix-website/ |last=Keith |first=Chantel |website=Spring Tribune |date=November 16, 2021 |access-date=December 11, 2023 |archive-date=December 6, 2023 |archive-url=https://web.archive.org/web/20231206003400/https://springtribune.com/2021/11/16/netflix-launches-new-weekly-top-10-on-netflix-website/ |url-status=live}}</ref> On November 22, Netflix announced that it would acquire Scanline VFX, the visual effects and animation company behind ''Cowboy Bebop'' and ''Stranger Things''.<ref>{{cite web |last1=D'Alessandro |first1=Anthony |title=Netflix Acquiring Scanline VFX, Which Worked On 'Cowboy Bebop' & 'Stranger Things' |url=https://deadline.com/2021/11/netflix-acquiring-scanline-vfx-which-worked-on-cowboy-bebop-stranger-things-1234878861/ |work=Deadline Hollywood |date=November 22, 2021 |access-date=November 22, 2021 |archive-date=November 22, 2021 |archive-url=https://web.archive.org/web/20211122194636/https://deadline.com/2021/11/netflix-acquiring-scanline-vfx-which-worked-on-cowboy-bebop-stranger-things-1234878861/ |url-status=live}}</ref> On the same day, Roberto Patino signed a deal with Netflix and established his production banner, Analog Inc., in partnership with the company. Patino's first project under the deal is a series adaptation of Image Comics' ''Nocterra''.<ref>{{cite news |last=White |first=Peter |title=Roberto Patino Strikes Overall Deal With Netflix, Developing Comic Series Adaptation ''Nocterra'' |url=https://deadline.com/2021/11/roberto-patino-overall-deal-netflix-comic-adaptation-nocterra-1234878978/ |work=Deadline Hollywood |date=November 22, 2021 |access-date=November 22, 2021 |archive-date=November 22, 2021 |archive-url=https://web.archive.org/web/20211122194638/https://deadline.com/2021/11/roberto-patino-overall-deal-netflix-comic-adaptation-nocterra-1234878978/ |url-status=live}}</ref>

On December 6, 2021, Netflix and Stage 32 announced that they have teamed up the workshops at the Creating Content for the Global Marketplace program.<ref>{{cite news |title='Black-ish', 'Jack Ryan' Talents to Present at Netflix, Stage 32 Content Creation Program |url=https://variety.com/2021/tv/global/netflix-stage-32-content-program-1235127096/ |last=Ramachandran |first=Naman |work=Variety |date=December 6, 2021 |access-date=December 6, 2021 |archive-date=December 6, 2021 |archive-url=https://web.archive.org/web/20211206163443/https://variety.com/2021/tv/global/netflix-stage-32-content-program-1235127096/ |url-status=live}}</ref> On December 7, 2021, Netflix partnered with IllumiNative, a woman-led non-profit organization, for the Indigenous Producers Training Program.<ref>{{cite news |title=Netflix Teams With IllumiNative for Indigenous Producers Training Program |url=https://www.hollywoodreporter.com/movies/movie-news/netflix-illuminative-producers-program-1235058195/ |last=Sun |first=Rebecca |work=The Hollywood Reporter |date=December 7, 2021 |access-date=December 11, 2023 |archive-date=July 12, 2023 |archive-url=https://web.archive.org/web/20230712120122/https://www.hollywoodreporter.com/movies/movie-news/netflix-illuminative-producers-program-1235058195/ |url-status=live}}</ref><ref>{{Cite news |url=https://variety.com/2021/film/news/netflix-partners-illuminative-train-indigenous-producers-1235127692/ |title=Netflix Partners with Illuminative to Train Indigenous TV and Film Producers |first=Selome |last=Hailu |work=Variety |date=December 7, 2021 |access-date=January 8, 2022 |archive-date=January 8, 2022 |archive-url=https://web.archive.org/web/20220108065345/https://variety.com/2021/film/news/netflix-partners-illuminative-train-indigenous-producers-1235127692/ |url-status=live}}</ref> On December 9, Netflix announced the launch of "Tudum", an official companion website that offers news, exclusive interviews and behind-the-scenes videos for its original television shows and films.<ref>{{cite news |title=Netflix Wants to Own Online News About Its Content, Too |url=https://www.hollywoodreporter.com/business/digital/netflix-launches-news-site-tudum-1235059676/ |last=Galuppo |first=Mia |work=The Hollywood Reporter |date=December 9, 2021 |access-date=December 11, 2023 |archive-date=July 12, 2023 |archive-url=https://web.archive.org/web/20230712125348/https://www.hollywoodreporter.com/business/digital/netflix-launches-news-site-tudum-1235059676/ |url-status=live}}</ref> On December 13, Netflix signed a multi-year overall deal with Kalinda Vazquez.<ref>{{cite news |title=Netflix Inks Overall Deal With 'Fear the Walking Dead' Writer and Producer Kalinda Vazquez |url=https://variety.com/2021/tv/news/netflix-kalinda-vazquez-deal-1235132278/ |work=Variety |last=Hailu |first=Selome |date=December 13, 2021 |access-date=December 27, 2021 |archive-date=December 14, 2021 |archive-url=https://web.archive.org/web/20211214105532/https://variety.com/2021/tv/news/netflix-kalinda-vazquez-deal-1235132278/ |url-status=live}}</ref> On December 16, Netflix signed a multi-year creative partnership with Spike Lee and his production company 40 Acres and a Mule Filmworks to develop film and television projects.<ref>{{cite web |title=Spike Lee Signs Multiyear Film Deal With Netflix to Direct and Produce |url=https://www.thewrap.com/spike-lee-netflix-multiyear-film-deal/ |work=TheWrap |last=Welk |first=Brian |date=December 16, 2021 |access-date=December 22, 2021 |archive-date=December 22, 2021 |archive-url=https://web.archive.org/web/20211222005840/https://www.thewrap.com/spike-lee-netflix-multiyear-film-deal/ |url-status=live}}</ref>

In compliance with the EU Audiovisual Media Services Directive and its implementation in France, Netflix reached commitments with French broadcasting authorities and film guilds, as required by law, to invest a specific amount of its annual revenue into original French films and series. These films must be theatrically released and would not be allowed to be carried on Netflix until 15 months after their release.<ref>{{cite web |last=Keslassy |first=Elsa |date=December 9, 2021 |title=Netflix, Amazon.com, Disney Plus, Apple TV Plus to Invest as Much as $330 Million in French Content Annually |url=https://variety.com/2021/film/global/netflix-amazon-disney-plus-apple-tv-plus-avms-france-1235130056/ |access-date=April 26, 2022 |website=Variety |language=en-US |archive-date=April 26, 2022 |archive-url=https://web.archive.org/web/20220426155807/https://variety.com/2021/film/global/netflix-amazon-disney-plus-apple-tv-plus-avms-france-1235130056/ |url-status=live}}</ref><ref>{{cite web |last1=Roxborough |first1=Scott |date=February 22, 2022 |title=Netflix to Invest $45M in French, European Films in Deal That Could Pave Return to Cannes |url=https://www.hollywoodreporter.com/business/business-news/netflix-french-european-movies-invest-cannes-festival-return-1235097349/ |access-date=February 22, 2022 |work=The Hollywood Reporter |archive-date=February 22, 2022 |archive-url=https://web.archive.org/web/20220222131213/https://www.hollywoodreporter.com/business/business-news/netflix-french-european-movies-invest-cannes-festival-return-1235097349/ |url-status=live}}</ref>

In January 2022, Netflix ordered additional sports docuseries from ''Drive to Survive'' producers Box to Box Films, including a series that would follow PGA Tour golfers (''Full Swing''), and another that would follow professional tennis players (''Break Point'').<ref>{{cite web |title=Behind the scenes of the new PGA Tour/Netflix docuseries |url=https://www.golfdigest.com/story/local-knowledge-podcast-pga-tour-netflix-docuseries |access-date=April 26, 2022 |website=Golf Digest |language=en |archive-date=April 26, 2022 |archive-url=https://web.archive.org/web/20220426155807/https://www.golfdigest.com/story/local-knowledge-podcast-pga-tour-netflix-docuseries |url-status=live}}</ref><ref>{{Cite web |last=White |first=Peter |date=2023-03-07 |title=‘Full Swing’ & ‘Break Point’ Sports Docuseries Renewed For Season 2 At Netflix |url=https://deadline.com/2023/03/full-swing-break-point-renewed-season-2-netflix-1235281104/ |access-date=2026-03-26 |website=Deadline |language=en-US}}</ref><ref>{{cite web |last=Petski |first=Denise |date=January 14, 2022 |title=Netflix Orders Tennis Docuseries From 'Formula 1: Drive To Survive' Producer |url=https://deadline.com/2022/01/netflix-tennis-docuseries-formula-1-drive-to-survive-producer-1234912959/ |access-date=April 26, 2022 |website=Deadline |language=en-US |archive-date=January 14, 2023 |archive-url=https://web.archive.org/web/20230114220308/https://deadline.com/2022/01/netflix-tennis-docuseries-formula-1-drive-to-survive-producer-1234912959/ |url-status=live}}</ref>

The company announced plans to acquire Next Games in March 2022 for €65 million as part of Netflix's expansions into gaming. Next Games had developed the mobile title ''Stranger Things: Puzzle Tales'' as well as two ''The Walking Dead'' mobile games.<ref>{{cite web |url=https://www.theverge.com/2022/3/2/22957953/netflix-next-games-acquisition-stranger-things-mobile-puzzle-rpg |title=Netflix acquires another developer to build 'world class games' |first=Jon |last=Porter |date=March 2, 2022 |access-date=March 2, 2022 |work=The Verge |archive-date=March 2, 2022 |archive-url=https://web.archive.org/web/20220302131702/https://www.theverge.com/2022/3/2/22957953/netflix-next-games-acquisition-stranger-things-mobile-puzzle-rpg |url-status=live}}</ref> Later that month, Netflix also acquired the Texas-based mobile game developer, Boss Fight Entertainment, for an undisclosed sum.<ref name="variety.com">{{cite web |last1=Spangler |first1=Todd |date=March 24, 2022 |title=Netflix Acquires Its Third Game Studio, Boss Fight Entertainment |url=https://variety.com/2022/digital/news/netflix-acquires-boss-fight-game-studio-1235214156/ |access-date=March 25, 2022 |website=Variety |language=en-US |archive-date=March 24, 2022 |archive-url=https://web.archive.org/web/20220324221130/https://variety.com/2022/digital/news/netflix-acquires-boss-fight-game-studio-1235214156/ |url-status=live}}</ref>

In March 2022, Netflix announced a partnership with Dr. Seuss Enterprises to produce five new series and specials based on Seuss properties following the success of ''Green Eggs and Ham''.<ref>{{Cite web |url=https://about.netflix.com/en/news/netflix-and-dr-seuss-enterprises-five-animated-series-specials |title=Netflix and Dr. Seuss Enterprises to Bring the Whimsical World of Dr. Seuss to Life With Five New Animated Preschool Series and Specials |website=About Netflix |access-date=March 23, 2022 |archive-date=March 23, 2022 |archive-url=https://web.archive.org/web/20220323074956/https://about.netflix.com/en/news/netflix-and-dr-seuss-enterprises-five-animated-series-specials |url-status=live}}</ref><ref>{{cite web |url=https://deadline.com/2022/03/netflix-orders-five-dr-seuss-inspired-animated-preschool-series-specials-1234978854/ |title=Netflix Orders Five Dr. Seuss-Inspired Animated Preschool Series & Specials |date=March 15, 2022 |access-date=March 23, 2022 |archive-date=March 15, 2022 |archive-url=https://web.archive.org/web/20220315170933/https://deadline.com/2022/03/netflix-orders-five-dr-seuss-inspired-animated-preschool-series-specials-1234978854/ |url-status=live}}</ref> On March 29, Netflix announced it would open an office in Poland to serve as a hub for its original productions across Central and Eastern Europe.<ref>{{cite web |title=Netflix opens Poland office as CEE hub |url=https://www.digitaltveurope.com/2022/03/29/netflix-opens-poland-office-as-cee-hub/ |work=Digital TV Europe |first=Richard |last=Middleton |date=March 29, 2022 |access-date=December 11, 2023 |archive-date=July 12, 2023 |archive-url=https://web.archive.org/web/20230712121511/https://www.digitaltveurope.com/2022/03/29/netflix-opens-poland-office-as-cee-hub/ |url-status=live}}</ref> On March 30, Netflix extended its lease agreement with Martini Film Studios, just outside Vancouver, Canada, for another five years.<ref>{{cite web |last=Vlessing |first=Etan |title=Netflix Signs Five-Year Lease Extension at Vancouver Production Hub |url=https://www.hollywoodreporter.com/business/business-news/netflix-signs-five-year-lease-extension-at-vancouver-production-hub-1235122498/ |work=The Hollywood Reporter |access-date=April 6, 2022 |date=March 30, 2022 |archive-date=April 6, 2022 |archive-url=https://web.archive.org/web/20220406133653/https://www.hollywoodreporter.com/business/business-news/netflix-signs-five-year-lease-extension-at-vancouver-production-hub-1235122498/ |url-status=live}}</ref> On March 31, Netflix ordered a docuseries that would follow teams in the 2022 Tour de France, which would also be co-produced by Box to Box Films''.''<ref>{{cite news |last=Hood |first=Andrew |date=March 31, 2022 |title=ASO confirms new details of Netflix-Tour de France deal with eight major teams |work=VeloNews |url=https://www.velonews.com/news/road/aso-confirms-new-details-of-netflix-tour-de-france-deal-with-eight-major-teams/ |access-date=December 11, 2023 |archive-date=January 28, 2023 |archive-url=https://web.archive.org/web/20230128000949/https://www.velonews.com/news/road/aso-confirms-new-details-of-netflix-tour-de-france-deal-with-eight-major-teams/ |url-status=live}}</ref>

Following the 2022 Russian invasion of Ukraine, Netflix suspended its operations and future projects in Russia.<ref>{{Cite news |date=March 2, 2022 |title=Netflix pauses future projects in Russia |language=en-GB |work=BBC News |url=https://www.bbc.com/news/technology-60596699 |access-date=March 4, 2022 |archive-date=March 9, 2022 |archive-url=https://web.archive.org/web/20220309052245/https://www.bbc.com/news/technology-60596699 |url-status=live}}</ref><ref name="Russia suspension">{{cite news |last=Lang |first=Brent |date=March 6, 2022 |title=Netflix Suspends Service in Russia Amid Invasion of Ukraine |work=Variety |publisher=Penske Media Corporation |url=https://variety.com/2022/digital/news/netflix-suspends-service-russia-ukraine-invasion-1235197390/ |access-date=March 6, 2022 |archive-date=March 9, 2022 |archive-url=https://web.archive.org/web/20220309074428/https://variety.com/2022/digital/news/netflix-suspends-service-russia-ukraine-invasion-1235197390/ |url-status=live}}</ref> It also announced that it would not comply with a proposed directive by Roskomnadzor requiring all internet streaming services with more than 100,000 subscribers to integrate the major free-to-air channels (which are primarily state-owned).<ref>{{cite web |last=Ramachandran |first=Naman |date=February 28, 2022 |title=Netflix Declines to Carry Russian Propaganda Channels |url=https://variety.com/2022/tv/global/netflix-russian-propaganda-channels-1235192082/ |access-date=April 26, 2022 |website=Variety |language=en-US |archive-date=March 4, 2022 |archive-url=https://web.archive.org/web/20220304082651/https://variety.com/2022/tv/global/netflix-russian-propaganda-channels-1235192082/ |url-status=live}}</ref> A month later, ex-Russian subscribers filed a class action lawsuit against Netflix.<ref>{{cite web |title=Russian subscribers sue Netflix for pulling service over Ukraine war |url=https://www.upi.com/Top_News/World-News/2022/04/13/russia-ukraine-netflix-lawsuit/9871649856238/ |agency=United Press International |last=Hughes |first=Clyde |date=April 13, 2022}}</ref><ref>{{cite news |title=Russian Netflix users sue streaming giant for leaving market -RIA |url=https://www.reuters.com/technology/russian-netflix-users-sue-streaming-giant-leaving-market-ria-2022-04-13/ |work=Reuters |date=April 13, 2022}}</ref>

In April 2022, Netflix stated that 100 million households globally were sharing passwords to their account with others, and that Canada and the US accounted for 30 million of them. Following these announcements, Netflix's stock price fell by 35%.<ref name="Kit2022">{{cite web |last=Kit |first=Borys |date=June 1, 2022 |title=Behind Netflix's Leaner Movie Mandate: Bigger, Fewer and Better |url=https://www.hollywoodreporter.com/business/business-news/netflix-movies-knives-out-gray-man-red-notice-1235156868/ |access-date=June 28, 2022 |website=The Hollywood Reporter |language=en-US}}</ref><ref name="FlintJacob2022">{{cite web |last1=Flint |first1=Joe |last2=Jacob |first2=Denny |date=April 19, 2022 |title=Netflix Explores a Version With Ads as Subscriber Base Shrinks |url=https://www.wsj.com/articles/netflix-earnings-q1-2022-11650325682 |access-date=April 20, 2022 |work=The Wall Street Journal}}</ref><ref name="BursztynskyAlessandrini2022">{{cite web |last1=Bursztynsky |first1=Jessica |last2=Alessandrini |first2=Sarah |date=April 20, 2022 |title=Netflix closes down 35% wiping more than $50 billion off market cap |url=https://www.cnbc.com/2022/04/20/netflix-plunges-trading-subscriber-loss.html |access-date=April 26, 2022 |publisher=CNBC |language=en}}</ref><ref name="Sherman2022">{{cite news |last=Sherman |first=Alex |date=April 20, 2022 |title=Netflix estimates 100 million households are sharing passwords and suggests a global crackdown is coming |publisher=CNBC |url=https://www.cnbc.com/2022/04/19/netflix-warns-password-sharing-crackdown-is-coming.html |access-date=April 20, 2022}}</ref><ref>{{cite web |last1=Rubin |first1=Rebecca |title=Netflix Scraps Several Animated Projects, Including Ava DuVernay's 'Wings of Fire' and 'Antiracist Baby' (EXCLUSIVE) |url=https://variety.com/2022/film/news/netflix-animated-series-wings-of-fire-antiracist-baby-1235269747/ |work=Variety |date=May 17, 2022}}</ref> By June 2022, Netflix had laid off 450 full-time and contract employees as part of the company's plan to trim costs amid lower than expected subscriber growth.<ref>{{cite web |last=Oganesyan |first=Natalie |date=April 28, 2022 |title=Netflix Begins Layoffs at Tudum Site, Marketing Department |url=https://www.thewrap.com/netflix-layoffs-tudum-site-marketing-department/ |work=TheWrap}}</ref><ref>{{cite news |last=Andreeva |first=Nellie |url=https://deadline.com/2022/05/netflix-layoffs-us-employees-1235026085/ |title=Netflix Hit By Layoffs; About 150 Mostly U.S.-Based Employees Affected |work=Deadline Hollywood |date=May 17, 2022 |access-date=May 17, 2022}}</ref><ref>{{cite news |last1=Niasse |first1=Amina |last2=Shaw |first2=Lucas |last3=Bloomberg |first3=Writer |url=https://fortune.com/2022/06/23/netflix-latest-layoffs-300-employees-2022 |title=Netflix lays off another 300 employees in latest round of cuts |work=Fortune |date=June 24, 2022 |access-date=June 24, 2022}}</ref><ref>{{cite web |last1=White |first1=Peter |title=Netflix Axes Another 300 Staff, Taking Total Layoffs To More Than 450 |url=https://deadline.com/2022/06/netflix-axes-another-300-staff-taking-total-layoffs-to-around-450-1235050799/ |website=Deadline Hollywood |date=June 23, 2022}}</ref>

On April 13, 2022, Netflix released the series ''Our Great National Parks'', which was hosted and narrated by former US President Barack Obama.<ref>{{cite web |last1=Manske |first1=Laura |url=https://www.forbes.com/sites/lauramanske/2022/04/07/barack-obama-narrates-a-gorgeous-new-netflix-series-our-great-national-parks/?sh=731040434fed |title=Barack Obama Narrates A Gorgeous New Netflix Series: 'Our Great National Parks' |website=Forbes}}</ref> It also partnered with Group Effort Initiative, a company founded by Ryan Reynolds and Blake Lively, to provide opportunities behind the camera for those in underrepresented communities.<ref>{{cite web |last=Horseh |first=Aysha Ashley |title=Ryan Reynolds and Blake Lively team with Netflix to bring representation behind the scenes |url=https://netflixlife.com/2022/04/18/ryan-reynolds-blake-lively-team-netflix-representation/ |work=Netflix Life |date=April 18, 2022 |access-date=April 19, 2022 |archive-date=July 12, 2023 |archive-url=https://web.archive.org/web/20230712121938/https://netflixlife.com/2022/04/18/ryan-reynolds-blake-lively-team-netflix-representation/ |url-status=dead }}</ref> On the same day, Netflix partnered with Lebanon-based Arab Fund For Arts And Culture for supporting the Arab female filmmakers. It would provide a one-time grant of $250,000 to female producers and directors in the Arab world through the company's Fund for Creative Equity.<ref>{{cite news |last=Ritman |first=Alex |title=Netflix Teaming With Arab Fund for Arts and Culture on $250,000 Grant for Arab Female Filmmakers |url=https://www.hollywoodreporter.com/movies/movie-news/netflix-grant-afac-arab-female-filmmakers-1235131374/ |work=The Hollywood Reporter |date=April 18, 2022}}</ref> Also on the same day, Netflix announced an ''Exploding Kittens'' mobile card game tied to a new animated TV series, which would launch in May.<ref>{{cite web |title=Netflix to launch an 'Exploding Kittens' mobile game tied to a new animated TV series |url=https://techcrunch.com/2022/04/18/netflix-to-launch-an-exploding-kittens-mobile-game-tied-to-an-new-animated-tv-series/ |access-date=April 19, 2022 |website=TechCrunch |date=April 18, 2022 |language=en-US}}</ref> Netflix formed a creative partnership with J. Miles Dale.<ref>{{cite web |last=Fleming |first=Mike Jr. |title='Nightmare Alley' Producer J. Miles Dale Strikes Creative Partnership With Netflix |url=https://deadline.com/2022/04/nightmare-alley-producer-j-miles-dale-netflix-creative-partnership-the-shape-of-water-1235005617/ |work=Deadline Hollywood |date=April 19, 2022}}</ref> The company also formed a partnership with Japan's Studio Colorido, signing a multi-film deal to boost its anime content in Asia. The streaming giant is said to co-produce three feature films with the studio, the first of which would premiere in September 2022.<ref>{{Cite news |last1=Chmielewski |first1=Dawn |last2=Nussey |first2=Sam |date=April 27, 2022 |title=EXCLUSIVE Netflix inks Japan studio deal in anime push |language=en |work=Reuters |url=https://www.reuters.com/technology/exclusive-netflix-inks-japan-studio-deal-anime-push-2022-04-26/ |access-date=April 27, 2022}}</ref> On April 28, the company launched its inaugural Netflix Is a Joke comedy festival, featuring more than 250 shows over 12 nights at 30-plus locations across Los Angeles, including the first-ever stand-up show at Dodger Stadium.<ref>{{cite news |url=https://www.latimes.com/entertainment-arts/story/2022-04-24/netflix-is-a-joke-festival-los-angeles-31-acts-to-see |title=31 must-see acts to catch during Netflix's major L.A. comedy festival |newspaper=Los Angeles Times |date=April 24, 2022 |access-date=December 9, 2022}}</ref><ref>{{cite web |url=https://variety.com/2022/tv/news/netflix-is-a-joke-festival-gabriel-fluffy-iglesias-1235243209/ |title=Netflix's Massive Comedy Festival Is No Joke: Here's Why the Streamer Is Doing It Now |website=Variety |date=April 28, 2022 |author=Michael Schneider |access-date=December 9, 2022}}</ref>

The first volume of ''Stranger Things 4'' logged Netflix's biggest premiere weekend ever for an original series with 286.79 million hours viewed.<ref>{{cite web |url=https://www.hollywoodreporter.com/tv/tv-news/stranger-things-4-netflix-opening-weekend-record-1235156640/ |title='Stranger Things' Smashes Netflix's Opening Weekend Viewing Record |author=Porter, Rick |date=May 31, 2022 |work=The Hollywood Reporter}}</ref> This was preceded by a new ''Stranger Things'' interactive experience hosted in New York City that was developed by the show's creators.<ref>{{cite web |url=https://techcrunch.com/2022/04/11/stranger-things-fans-can-explore-the-upside-down-in-new-nyc-experience/ |title='Stranger Things' fans can explore the Upside Down in new NYC experience |author=Forristal, Lauren |date=April 11, 2022 |work=TechCrunch}}</ref> After the release of the second volume of ''Stranger Things 4'' on July 1, 2022, it became Netflix's second title to receive more than one billion hours viewed.<ref>{{cite web |last=Hailu |first=Selome |date=July 5, 2022 |title=Netflix Top 10: 'Stranger Things 4' Becomes Second Title Ever to Cross 1 Billion Hours Viewed |url=https://variety.com/2022/tv/news/netflix-top-10-stranger-things-season-4-volume-2-billion-hours-1235309293/ |access-date=July 7, 2022 |website=Variety |language=en-US}}</ref> On July 19, 2022, Netflix announced plans to acquire Australian animation studio Animal Logic.<ref>{{cite web |last=Weprin |first=Alex |title=Netflix Acquires Animation Studio Animal Logic |url=https://www.hollywoodreporter.com/business/digital/netflix-acquires-animation-animal-logic-1235183045/ |website=The Hollywood Reporter |date=July 19, 2022}}</ref><ref>{{cite web |url=https://variety.com/2022/digital/news/netflix-acquires-animal-logic-1235320223/ |title=Netflix to Acquire Animation Studio Animal Logic in All-Cash Deal |author=Todd Spangler |work=Variety |date=July 19, 2022}}</ref> Also that month, in collaboration with Sennheiser, Netflix began to add Ambeo 2-channel audio mixes (referred to as "spatial audio") to selected original productions, which allows simulated surround sound on stereo speakers and headphones.<ref name="Weatherbed2023">{{Cite web |last=Weatherbed |first=Jess |date=February 1, 2023 |title=Netflix brings spatial audio to a lot more movies and shows |url=https://www.theverge.com/2023/2/1/23577439/netflix-spatial-audio-premium-subscribers-download-devices |access-date=January 23, 2024 |website=The Verge |language=en}}</ref><ref name="Welch2022">{{Cite web |last=Welch |first=Chris |date=July 7, 2022 |title=Netflix introduces spatial audio for Stranger Things and other originals |url=https://www.theverge.com/2022/7/7/23198333/netflix-spatial-audio-stranger-things-sennheiser |access-date=January 23, 2024 |website=The Verge |language=en}}</ref>

In September 2022, Netflix opened an office in Warsaw, Poland, responsible for the service's operations in 28 markets in Central and Eastern Europe.<ref>{{Cite web |title=Netflix uruchomił biuro w Polsce i szuka pracowników |url=https://www.wirtualnemedia.pl/artykul/biuro-netflix-polska-warszawa-europa-praca-warunki |access-date=September 6, 2022 |website=wirtualnemedia.pl |date=September 6, 2022 |language=pl}}</ref>

In October 2022, Netflix signed a creative partnership with Andrea Berloff and John Gatins.<ref>{{cite web |last1=Lang |first1=Brent |title=Oscar-Nominated Screenwriters Andrea Berloff, John Gatins Form Creative Partnership With Netflix (EXCLUSIVE) |url=https://variety.com/2022/film/news/oscar-nominated-screenwriter-andrea-berloff-john-gatins-netflix-deal-straight-outta-compton-1235392050/ |website=Variety |date=October 4, 2022}}</ref> On October 11, Netflix signed up with the Broadcasters' Audience Research Board for external measurement of viewership in the UK.<ref>{{cite news |title=Netflix agrees to have viewer numbers measured externally by Barb |url=https://www.independent.co.uk/news/uk/netflix-reed-hastings-tv-ratings-bbc-itv-b2200759.html |work=The Independent |first=Alex |last=Green |date=October 11, 2022}}</ref> On October 12, Netflix signed to build a production complex at Fort Monmouth in Eatontown, New Jersey.<ref>{{cite web |last1=Goldsmith |first1=Jill |title=Netflix Is A Big Step Closer To Building Major New Jersey Production Studio |url=https://deadline.com/2022/10/netflix-new-jersey-fort-monmouth-production-studio-1235142616/ |website=Deadline Hollywood |date=October 12, 2022}}</ref> On October 18, Netflix began exploring a cloud gaming offering and opened a new gaming studio in Southern California.<ref>{{Cite web |last=Silberling |first=Amanda |date=October 18, 2022 |title=Netflix to expand into cloud gaming, opens new studio in Southern California |url=https://techcrunch.com/2022/10/18/netflix-to-expand-into-cloud-gaming-opens-new-studio-in-southern-california/ |access-date=October 19, 2022 |website=TechCrunch |language=en-US}}</ref>

In November 2022, Netflix announced a strategic partnership with The Seven, a Japanese production company owned by TBS Holdings, to produce multiple original live-action titles over the next five years.<ref>{{cite web |last=Shackleton |first=Liz |title=Netflix Teams With TBS Production Outfit The Seven To Boost Japanese Live-Action Slate |url=https://deadline.com/2022/11/netflix-tbs-holdings-the-seven-japanese-live-action-slate-1235165345/ |website=Deadline Hollywood |access-date=December 18, 2023 |date=November 7, 2022}}</ref><ref>{{cite web |last=Brzeski |first=Patrick |title=Netflix Pacts With The Seven for More Japanese Live-Action Originals |url=https://www.hollywoodreporter.com/tv/tv-news/netflix-the-seven-japan-1235257543/ |website=The Hollywood Reporter |access-date=December 18, 2023 |date=November 8, 2022}}</ref> In December 2022, Netflix announced that 60% of its subscribers had watched a Korean drama.<ref name="Gruenwedel">{{cite news |last1=Gruenwedel |first1=Erik |title=Netflix Says Subscribers Love Korean Content |url=https://www.mediaplaynews.com/netflix-says-its-subscribers-love-korean-content/ |work=Media Play News |date=December 12, 2022 |access-date=July 1, 2023}}</ref><ref>{{cite news |author=Yonhap |title=60% of Netflix subscribers watched at least one K-drama in 2022 |url=https://www.koreaherald.com/view.php?ud=20221229000283 |access-date=July 1, 2023 |work=The Korea Herald |date=December 29, 2022}}</ref> CEO Ted Sarandos attributed the increase in viewership of Korean content among Americans to Korean films and dramas being "often unpredictable" and catching "the American audience by surprise".<ref name="Souw">{{cite magazine |last1=Souw |first1=Rebecca |title=Ted Sarandos Calls Korean Content 'Surprising and Unpredictable' as Netflix Prepares to Double Investment in Shows, Industry Development |url=https://variety.com/2023/tv/asia/ted-sarandos-netflix-korean-content-surprising-unpredictable-1235651754/ |magazine=Variety |date=June 22, 2023 |access-date=July 1, 2023}}</ref><ref name="Park">{{cite news |last1=Park |first1=Soomee |title=Netflix's Ted Sarandos Touts the "Power of Korean Storytelling," Says K-Content Views Are Up Sixfold |url=https://www.hollywoodreporter.com/movies/movie-news/netflix-ted-sarandos-korean-content-success-challenges-1235521499/ |work=The Hollywood Reporter |date=June 22, 2023 |access-date=July 1, 2023}}</ref>

Inn January 2023, Netflix announced plans to open an engineering hub in its Warsaw office to provide Netflix's creative partners with software solutions for the production of films and series.<ref>{{Cite web |title=Netflix to Open New Engineering Hub in Poland |url=https://about.netflix.com/en/news/netflix-to-open-new-engineering-hub-in-poland |access-date=January 15, 2023 |website=About Netflix |language=en}}</ref> In February 2023, Netflix launched a wider rollout of spatial audio, and began allowing Premium subscribers to download content for offline playback on up to six devices (expanded from four).<ref name="Weatherbed2023" /><ref name="Welch2022" />

In March 2023, Netflix broadcast its first-ever global live-streaming event, the stand-up comedy special ''Chris Rock: Selective Outrage''.<ref>{{cite news |url=https://www.cnn.com/2023/03/04/entertainment/chris-rock-netflix-live-special/index.html |title=Chris Rock tackles 'selective outrage' and Oscars slap in live Netflix special |first=Marianne |last=Garvey |publisher=CNN |date=March 5, 2023}}</ref>

Netflix reworked its viewership metrics again in June 2023. Viewership of shows was measured during the first 91 days of availability, instead of the first 28 days, and are now based on the total viewership hours divided by the total hours of the show itself. This provided more equal considerations for shorter shows and movies compared to longer ones.<ref>{{cite web |url=https://deadline.com/2023/06/netflix-changes-viewership-ratings-shakeup-all-time-most-popular-tv-wednesday-stranger-things-4-queen-charlotte-1235420897/ |title=Netflix Adjusts Viewership Metric, Prompting Shakeups Among All-Time Most Popular Lists; 'Wednesday' Overtakes 'Stranger Things 4' & 'Queen Charlotte' Remains In Play For TV |first=Katie |last=Campione |date=June 20, 2023 |access-date=June 20, 2023 |work=Deadline Hollywood}}</ref>

In August 2023, the company announced Netflix Stories, a collection of interactive narrative games from Netflix series and movies such as ''Love is Blind'', ''Money Heist,'' and ''Virgin River''.<ref>{{cite web |last=Vilas-Boas |first=Eric |title=Welcome the Love Is Blind Video Game to the Pods |url=https://www.vulture.com/article/love-is-blind-video-game-netflix-stories.html |website=Vulture |date=August 22, 2023}}</ref>

=== Discontinuation of DVD-by-mail, expansion of live events and venues, WWE (2023–present) === In January 2023, Hastings stepped down from his role as co-CEO and assumed the role of executive chairman. He was replaced by Greg Peters, who joined Ted Sarandos as co-CEOs of Netflix.<ref>{{cite web |last1=Confino |first1=Paolo |title=Meet the Netflix co-CEO taking over from Reed Hastings |url=https://fortune.com/2023/01/20/reed-hastings-netflix-ceo-greg-peters-coo/ |website=Fortune |access-date=November 25, 2024 |language=en}}</ref><ref>{{cite web |last1=Chapman |first1=Wilson |title=Reed Hastings Steps Down as Netflix Co-CEO, Greg Peters Takes Over |url=https://www.indiewire.com/features/general/netflix-reed-hastings-steps-down-ted-sarandos-1234801768/ |website=IndieWire |access-date=November 25, 2024 |date=January 19, 2023}}</ref> Peters previously served as Chief Operating Officer (COO) and Chief Product Officer (CPO), while Sarandos served as Chief Content Officer (CCO).<ref>{{Cite web |last=Thompson |first=Ben |date=January 25, 2024 |title=An Interview with Netflix co-CEO Greg Peters About Strategy and Execution |url=https://stratechery.com/2024/an-interview-with-netflix-co-ceo-greg-peters-about-strategy-and-execution/ |access-date=November 15, 2024 |website=Stratechery by Ben Thompson |language=en-US}}</ref><ref>{{Cite web |last=Ma |first=Jason |title=Netflix's co-CEO shares how a video store job helped launch his career—and this lesson from Tony Bennett |url=https://fortune.com/2024/09/28/netflix-co-ceo-ted-sarandos-video-store-clerk-entertainment-career-lesson-tony-bennett/ |access-date=November 15, 2024 |website=Fortune |language=en}}</ref>

In April 2023, Netflix announced it would discontinue its DVD-by-mail service on September 29.<ref>{{Cite web |date=April 18, 2023 |title=Netflix will end its DVD-by-mail service |url=https://www.npr.org/2023/04/18/1170740799/netflix-ends-dvd-by-mail-service |publisher=NPR |agency=Associated Press}}</ref> Users of the service were able to keep the DVDs they had received. Over its lifetime, the service had sent out over 5 billion shipments.<ref>{{cite web |last=Nickinson |first=Phil |date=April 18, 2023 |title=Netflix will ship its final DVDs in September 2023 |url=https://www.digitaltrends.com/home-theater/netflix-ending-dvd-service/ |access-date=April 19, 2023 |website=Digital Trends}}</ref><ref>{{cite web |last=Hayes |first=Dade |date=September 29, 2023 |title=Netflix Sends Fond Video Farewell To Its DVD-Shipping Past |url=https://deadline.com/2023/09/netflix-ends-dvd-shipping-streaming-1235559642/ |access-date=September 29, 2023 |work=Deadline Hollywood}}</ref>

In October 2023, Eunice Kim was promoted to CPO and Elizabeth Stone was promoted to Chief Technology Officer (CTO).<ref>{{cite web |last1=Donnelly |first1=Matt |date=October 3, 2023 |title=Netflix Names Eunice Kim as Chief Product Officer, Elizabeth Stone as Chief Technology Officer (EXCLUSIVE) |url=https://variety.com/2023/digital/news/netflix-eunice-kim-chief-product-elizabeth-stone-tech-1235743397/ |work=Variety}}</ref> That same month, amid a restructuring of its animation division, Netflix announced a multi-film agreement with Skydance Animation beginning with ''Spellbound'' (2024). The agreement partially replaces one it had with Apple TV+.<ref>{{cite web |author=Mia Galuppo |date=October 18, 2023 |title=Skydance Animation Leaves Apple for Netflix Pact |url=https://www.hollywoodreporter.com/news/general-news/skydance-animation-leaves-apple-for-netflix-pact-1235621915/ |access-date=October 18, 2023 |website=The Hollywood Reporter}}</ref><ref>{{cite web |last=Fleming |first=Mike Jr. |date=October 18, 2023 |title=Netflix Sets Skydance Animation In Multi-Year Deal, First Up Is Alan Menken Musical 'Spellbound'; Rachel Zegler, Nicole Kidman, Javier Bardem Star |url=https://deadline.com/2023/10/netflix-pacts-skydance-animation-in-multi-year-deal-alan-menken-musical-spellbound-rachel-zegler-nicole-kidman-javier-bardem-star-1235577207/ |access-date=October 18, 2023 |website=Deadline Hollywood}}</ref>

In December 2023, Netflix released its first "What We Watched: A Netflix Engagement Report", a look at viewership for every original and licensed title watched more than 50,000 hours from January to June 2023. The company also announced plans to publish the report twice a year.<ref>{{cite web |last=Maas |first=Jennifer |date=December 12, 2023 |title=Netflix Releases First Biannual Viewing Report With Massive Trove of Data, Including for Licensed Titles |url=https://variety.com/2023/tv/news/netflix-biannual-viewership-data-report-licensed-content-1235834922/ |access-date=December 12, 2023 |website=Variety}}</ref><ref>{{cite web |date=December 12, 2023 |title=What We Watched: A Netflix Engagement Report |url=https://about.netflix.com/en/news/what-we-watched-a-netflix-engagement-report |access-date=December 12, 2023 |website=Netflix}}</ref> In its first report for the first six months of 2023, it revealed that ''The Night Agent'' was the most watched show globally during that period.<ref>{{Cite news |title=Netflix reveals viewing data across entire catalogue for the first time |url=https://www.ft.com/content/87f3dcec-ec8b-4c6c-9555-8d350e9625d8 |access-date=December 15, 2023 |newspaper=Financial Times|date=December 12, 2023 |last1=Grimes |first1=Christopher }}</ref>

In January 2024, Netflix announced a major agreement with professional wrestling promotion WWE, under which it would acquire the rights to its live weekly program ''Raw'' beginning January{{nbsp}}6, 2025; the rights would initially cover the US, Canada, the UK, and Latin America, and expand to other territories over time. As part of the agreement, Netflix also acquired the international rights to WWE's main weekly programs (''Raw'', ''SmackDown'', and ''NXT'') and pay-per-view events outside of the US, and the former WWE Network library of supplemental and archive content. The agreement was reported to be valued at $500 million per-year over ten years.<ref>{{Cite web |last=Hayes |first=Dade |date=January 23, 2024 |title=Netflix Gets In The Ring, Locking Up WWE's 'Monday Night Raw' In 10-Year, $5B-Plus Deal For Longtime TV Staple |url=https://deadline.com/2024/01/netflix-wwe-monday-night-raw-streaming-tv-1235801673/ |access-date=January 23, 2024 |website=Deadline |language=en-US}}</ref><ref>{{Cite web |last1=Sherman |first1=Alex |last2=Pramuk |first2=Jacob |date=January 23, 2024 |title=Netflix to stream WWE's Raw starting next year in its biggest jump into live entertainment |url=https://www.cnbc.com/2024/01/23/netflix-to-stream-wwes-raw-starting-next-year.html |access-date=January 23, 2024 |publisher=CNBC |language=en}}</ref><ref>{{Cite web |last=Otterson |first=Joe |date=January 23, 2024 |title=Netflix, WWE Strike Deal to Move 'Monday Night Raw' to Streamer Beginning in 2025 for $500 Million per Year |url=https://variety.com/2024/tv/news/netflix-wwe-monday-night-raw-deal-january-2025-1235882820/ |access-date=January 23, 2024 |website=Variety |language=en-US}}</ref> Netflix would later acquire the library rights in the US under a separate deal, replacing an agreement with Peacock.<ref>{{Cite web |last=Szalai |first=Georg |date=January 6, 2026 |title=Netflix Becomes Home of WWE Library in U.S. as Peacock Deal Ends |url=https://www.hollywoodreporter.com/tv/tv-news/netflix-wwe-library-us-home-deal-after-peacock-ends-1236465404/ |access-date=February 3, 2026 |website=The Hollywood Reporter |language=en-US}}</ref>

In February 2024, Netflix joined with Peter Morgan, creator of Netflix series ''The Crown'', to produce the play ''Patriots'' on Broadway. The venture is the first Broadway credit for the company but not its first stage project. It was actively involved as a producer of ''Stranger Things: The First Shadow'' in London. Both productions share a lead producer, Sonia Friedman.<ref>{{Cite news |last=Paulson |first=Michael |date=February 27, 2024 |title=Netflix Becomes a Broadway Producer With Peter Morgan's 'Patriots' |url=https://www.nytimes.com/2024/02/27/theater/netflix-patriots-broadway.html |access-date=March 3, 2024 |work=The New York Times}}</ref>

In May 2024, the company hosted its second Netflix Is a Joke festival in Los Angeles. It streamed several specials from the festival live, including Katt Williams's ''Woke Folk'' and ''The Roast of Tom Brady'', both of which ranked on Netflix's global top 10 the following two weeks.<ref>{{cite web |last1=Hailu |first1=Selome |title=Netflix Top 10: 'Baby Reindeer' Becomes No. 10 Biggest English-Language Series Ever, 'Under Paris' Scores Massive Debut |url=https://variety.com/2024/tv/news/netflix-top-10-streaming-ratings-1235697082/ |website=Variety |date=June 11, 2024}}</ref><ref>{{cite web |last1=Campione |first1=Katie |title=Tom Brady Roast Tops Netflix TV Charts; Brooke Shields Comedy 'Mother Of The Bride' Is Week's Most-Watched Title |url=https://deadline.com/2024/05/tom-brady-roast-viewership-netflix-mother-of-the-bride-1235916043/ |website=Deadline |date=May 14, 2024}}</ref> That same month, Netflix announced it would stream both National Football League Christmas games in 2024.<ref>{{Cite web |last=Weprin |first=Alex |date=September 20, 2024 |title=Netflix Co-CEO Greg Peters Says the Streamer Wants "Netflix-ify" the NFL, "Never Say Never" to Other Sports Rights |url=https://www.hollywoodreporter.com/business/business-news/netflix-ceo-greg-peters-ai-advertising-nfl-1236007978/ |access-date=November 15, 2024 |website=The Hollywood Reporter |language=en-US}}</ref> For 2025 and 2026, the streamer would have exclusive rights to at least one NFL Christmas game each year.<ref>{{cite web |last1=Weprin |first1=Alex |title=Netflix Gets NFL Christmas Day Games In Major Sports Expansion |url=https://www.hollywoodreporter.com/business/business-news/netflix-nfl-games-christmas-day-2024-1235895630/ |website=The Hollywood Reporter |date=May 15, 2024}}</ref>

In June 2024, Netflix announced it would develop new entertainment venues known as "Netflix House" at the King of Prussia Mall in Pennsylvania and Galleria Dallas in Texas. The spaces would feature retail shops, restaurants, and other interactive experiences related to Netflix Original content, building upon other "pop-up" initiatives to promote individual programs.<ref>{{Cite web |last=Spangler |first=Todd |date=June 18, 2024 |title=Netflix to Open Massive Entertainment, Dining and Shopping Complexes in Two Cities in 2025 |url=https://variety.com/2024/digital/news/netflix-house-entertainment-dining-shopping-complexes-cities-2025-1236040989/ |access-date=December 20, 2024 |website=Variety}}</ref> Netflix House Philadelphia would feature immersive experiences for ''Wednesday'' and ''One Piece'', while Netflix House Dallas will feature ''Stranger Things: Escape the Dark'' and ''Squid Game: Survive the Trials''.<ref name="deadline/1236435263"/> Netflix House Las Vegas Strip will open in 2027.<ref name="deadline/1236435263">{{cite news |last1=Petski |first1=Denise |title=Third Netflix House Planned For Las Vegas As First 2 Set To Open In Philadelphia & Dallas |url=https://deadline.com/2025/06/netflix-house-las-vegas-philadelphia-dallas-1236435263/ |access-date=June 25, 2025 |work=Deadline |date=June 17, 2025}}</ref>

In November 2024, Netflix announced it would discontinue further work on interactive specials and remove all but four of them from the platform, citing a desire to focus on "technological efforts in other areas".<ref>{{Cite web |last=Peters |first=Jay |date=November 4, 2024 |title=Netflix is removing nearly all of its interactive titles |url=https://www.theverge.com/2024/11/4/24287857/netflix-removing-interactive-titles-games |access-date=November 17, 2024 |website=The Verge |language=en}}</ref> On November 15, Netflix streamed a boxing event from AT&T Stadium in Arlington, Texas, featuring as co-main events an exhibition match between Jake Paul and Mike Tyson, and Katie Taylor versus Amanda Serrano for the WBA, WBC, IBF, WBO, and ''The Ring'' lightweight titles. While afflicted by technical issues, Paul's promoter reported that the stream had a peak concurrent viewership of 65 million viewers, surpassing the 2023 ICC Men's Cricket World Cup final (which had a reported 57 million concurrent streams on Disney+ Hotstar) as the most live-streamed sporting event.<ref>{{cite web |last1=Otterson |first1=Joe |title=Jake Paul, Mike Tyson Fight Viewed by 60 Million Households, Netflix Says |url=https://variety.com/2024/tv/news/jake-paul-mike-tyson-ratings-views-netflix-1236212130/ |website=Variety |access-date=November 25, 2024 |date=November 16, 2024}}</ref><ref>{{cite web |last1=Mastrangelo |first1=Dominick |title=Netflix says 60 million watched Tyson, Paul fight |url=https://thehill.com/homenews/media/4995970-netflix-tyson-paul-boxing-event-viewers/ |website=The Hill |access-date=November 25, 2024 |date=November 18, 2024}}</ref> Netflix stated that the event had an "average minute audience" (AMA) of 108 million worldwide, and that the AMA of 47 million in the US made the Taylor versus Serrano bout the most-watched women's professional sporting event in US history.<ref>{{cite web |last1=Seitz |first1=Jose Alejandro Bastidas and Loree |title=Jake Paul-Mike Tyson Fight Scores Over 108 Million Viewers Worldwide, Netflix Says |url=https://www.thewrap.com/jake-paul-mike-tyson-fight-viewership-worldwide-netflix/ |website=TheWrap |access-date=November 25, 2024 |date=November 19, 2024}}</ref>

In December 2024, FIFA announced that Netflix would be the exclusive US broadcaster of the 2027 and 2031 FIFA Women's World Cup, in what was deemed the platform's most significant push into sports content.<ref name=":5">{{Cite web |date=December 20, 2024 |title=Netflix, FIFA sign deal to show Women's World Cup |url=https://www.espn.com/soccer/story/_/id/43075385/netflix-fifa-agree-deal-women-world-cup-2027-2031 |access-date=December 20, 2024 |publisher=ESPN |language=en}}</ref> On December{{nbsp}}25, Netflix aired its first-ever NFL games: the Kansas City Chiefs versus the Pittsburgh Steelers, and the Baltimore Ravens versus the Houston Texans. The games both averaged over 30{{nbsp}}million global viewers and became the two most-streamed NFL games in US history, while simultaneously creating Netflix's most-watched Christmas Day ever in the US.<ref name=":6">{{cite web |last1=Reedy |first1=Joe |title=Netflix averages more than 30 million viewers globally for its NFL Christmas Day doubleheader |url=https://apnews.com/article/nfl-netflix-christmas-b438221c22de046d9417e5a668f6f659 |website=AP News |date=December 31, 2024}}</ref>

In January 2025, Netflix announced it had exceeded 300{{nbsp}}million subscribers worldwide after adding a record 18.9{{nbsp}}million in Q4 of 2024, amounting to 41 million for the full year.<ref name="300million">{{Cite web |last=Manfredi |first=Lucas |date=January 21, 2025 |title=Netflix Tops 300 Million Subscribers Globally, Adds Record-Breaking 19 Million in Q4 |url=https://www.thewrap.com/netflix-earnings-q4-2024/ |access-date=January 21, 2025 |website=TheWrap |language=en-US}}</ref> In May 2025, Netflix announced a redesign of its home screen for the first time since 2013, which has a simplified appearance with more prominent metadata, and replaces the sidebar menu with a streamlined section of tabs along the top of the screen. Netflix stated that the redesign was meant to allow users to "have an easier time figuring out if a title is right for them", and be more reflective of new types of content offerings such as sports and other live events.<ref>{{Cite web |last=Roth |first=Emma |date=June 6, 2024 |title=Netflix's latest redesign aims to simplify your homepage |url=https://www.theverge.com/2024/6/6/24172351/netflix-redesign-homepage-experience-test |access-date=July 11, 2025 |website=The Verge |language=en-US}}</ref><ref>{{cite news |title=Netflix debuts new home screen |url=https://www.nytimes.com/2025/05/07/business/media/netflix-new-home-screen.html |website=The New York Times |date=May 7, 2025 |access-date=May 8, 2025 |last1=Koblin |first1=John }}</ref>

In August 2025, Netflix announced an exclusivity deal to stream the World Baseball Classic in Japan starting in 2026. The 2026 edition marks the first time it will stream a live event in Japan. Through this agreement, Netflix will stream all 47{{nbsp}}games of the 2026 World Baseball Classic live and on-demand for its users in Japan.<ref name=":7">{{cite web |url=https://variety.com/2025/tv/news/netflix-major-league-baseball-2026-world-baseball-classic-1236498061/ |title=Netflix Takes New Swing With Japanese Rights to 2026 World Baseball Classic |last1=Steinberg |first1=Brian |date=August 25, 2025 |website=Variety |access-date=August 25, 2025}}</ref> The animated musical ''KPop Demon Hunters'' (2025) became Netflix's most popular film of all time later that month.<ref>{{cite web |url=https://www.hollywoodreporter.com/movies/movie-news/kpop-demon-hunters-netflix-no-1-movie-all-time-1236353877/ |title='KPop Demon Hunters' Becomes Netflix's Most Watched Movie Ever |last1=Porter |first1=Rick |date=August 26, 2025 |website=The Hollywood Reporter |access-date=October 5, 2025}}</ref>

In November 2025, Netflix acquired rights to selected Major League Baseball (MLB) events for the 2026, 2027, and 2028 seasons in the United States, including a primetime Opening Night game, the Home Run Derby during the MLB All-Star Game, and the MLB at Field of Dreams game.<ref name=":8">{{Cite web |title=MLB announces new 3-year rights deals with ESPN, NBC, Netflix |url=https://www.mlb.com/news/mlb-announces-media-rights-deals-with-espn-nbc-netflix |access-date=November 21, 2025 |publisher=Major League Baseball |language=en}}</ref>

On December 5, 2025, Netflix, Inc. initially won a bid to acquire Warner Bros. Discovery's studios and streaming businesses (including the Warner Bros. film, television, and video game studios, HBO/HBO Max and their respective libraries, DC Entertainment/DC Studios, and WBD's distribution and licensing divisions, but excluding its linear television networks) for $27.75 per-share (approximately $72{{nbsp}}billion), valuing the entirety of WBD at $82.7{{nbsp}}billion.<ref>{{Cite web |last=Whittock |first=Jesse |date=December 5, 2025 |title=Netflix & Warner Bros. Discovery Confirm $82.7B Mega-Deal That Reshapes The Industry |url=https://deadline.com/2025/12/netflix-warner-bros-discovery-deal-official-1236637290/ |access-date=December 6, 2025 |website=Deadline |language=en-US}}</ref> Paramount Skydance subsequently made hostile, all-cash counter-offers for the entirety of WBD, assessing that its offer had fewer regulatory burdens and would be better for shareholders.<ref>{{Cite web |last=Thomas |first=Lauren |date=December 8, 2025 |title=Paramount Makes $77.9 Billion Hostile Bid for Warner After Netflix Struck Deal |url=https://www.wsj.com/business/media/paramount-skydance-warner-bros-hostile-takeover-bid-f03c6f3f |access-date=December 8, 2025 |website=The Wall Street Journal |language=en-US}}</ref> On February 26, 2026, WBD agreed to be acquired by Paramount Skydance for $31 per-share, valuing the company at $111 billion. Netflix subsequently backed out of bidding, considering its own offer to be "no longer financially attractive".<ref name="NetflixBacksOut-THR">{{cite news |last=Weprin |first=Alex |url=https://www.hollywoodreporter.com/business/business-news/netflix-backs-out-warners-deal-paramount-win-1236516763/ |title=Netflix Backs Out of Warner Bros. Bidding, Paramount Set to Win |work=The Hollywood Reporter |date=February 26, 2026 |access-date=February 28, 2026 |archive-url=https://web.archive.org/web/20260227000733/https://www.hollywoodreporter.com/business/business-news/netflix-backs-out-warners-deal-paramount-win-1236516763/ |archive-date=February 27, 2026 |url-status=live}}</ref><ref>{{cite news |last=Goldsmith |first=Jill |url=https://deadline.com/2026/02/netflix-declines-to-raise-offer-for-warner-bros-1236738005/ |title=That's All, Folks: Netflix Walks Away From Warner Bros., Refusing To Raise Offer |work=Deadline Hollywood |date=February 26, 2026 |access-date=February 28, 2026 |archive-url=https://web.archive.org/web/20260227004857/https://deadline.com/2026/02/netflix-declines-to-raise-offer-for-warner-bros-1236738005/ |archive-date=February 27, 2026 |url-status=live}}</ref> Paramount Skydance would pay Netflix a $2.8 billion breakup fee.<ref>{{Cite web |last=Shaw and Davis|first=Lucas and Michelle|date=28 February 2026|title=Paramount Pays $2.8 Billion Netflix Breakup Fee|url=https://www.bloomberg.com/news/articles/2026-02-27/paramount-is-said-to-have-paid-2-8-billion-netflix-breakup-fee|website=Bloomberg}}</ref>

In late-2025, Netflix began to make shifts into podcasts, acquiring rights to exclusively carry video from selected shows from iHeartMedia, Barstool Sports, (including ''Pardon My Take'', ''Spittin' Chiclets'', and ''The Ryen Russillo'' ''Show'') and ''The Ringer''. In 2026, Netflix began to premiere its own original podcasts, including ''The Pete Davidson Show'', ''The White House with Michael Irvin'', ''Allegedly with Ellison Barber'', ''Shut Up Evan'' with Evan Ross Katz, ''We're Back! With Brian Williams'', ''The Puzzle Room with David Kwong'', and ''The Rotten Files with Stephanie Soo''.<ref>{{Cite web |last=Neumann |first=Sam |date=December 18, 2025 |title=Barstool Sports reportedly landing eight-figure annual payday in Netflix podcast deal |url=https://awfulannouncing.com/podcasts/netflix-barstool-eight-figures-annually.html |access-date=December 21, 2025 |website=Awful Announcing |language=en-US}}</ref><ref>{{Cite web |last=Silberling |first=Amanda |date=December 19, 2025 |title=Netflix is betting on podcasts to become the new daytime talk show |url=https://techcrunch.com/2025/12/19/netflix-is-betting-on-podcasts-to-become-the-new-daytime-talk-show/ |access-date=December 21, 2025 |website=TechCrunch |language=en-US}}</ref><ref>{{Cite web |last=Grobar |first=Matt |date=February 20, 2026 |title=As Netflix Targets Podcasts, Comics Weigh The Risk Of Leaving YouTube |url=https://deadline.com/2026/02/netflix-video-podcasts-analysis-deal-analysis-1236728838/ |access-date=April 29, 2026 |website=Deadline Hollywood |archive-url=https://web.archive.org/web/20260222180245/https://deadline.com/2026/02/netflix-video-podcasts-analysis-deal-analysis-1236728838/ |archive-date=February 22, 2026 |url-status=live}}</ref><ref>{{Cite web |last=Spangler |first=Todd |date=April 16, 2026 |title=Netflix Expands Video Podcast Slate With Shows from ''Rotten Mango'' Creator Stephanie Soo, Evan Ross Katz, NBC News’ Ellison Barber and Magician David Kwong |url=https://variety.com/2026/digital/news/netflix-video-podcast-slate-stephanie-soo-evan-ross-katz-ellison-barber-david-kwong-1236723598/ |access-date=April 30, 2026 |website=Variety |archive-url=https://web.archive.org/web/20260416200745/https://variety.com/2026/digital/news/netflix-video-podcast-slate-stephanie-soo-evan-ross-katz-ellison-barber-david-kwong-1236723598/ |archive-date=April 16, 2026 |url-status=live}}</ref>

In April 2026, Netflix introduced a new mobile design to make it easier to find something to watch. This new experience included "Clips," a vertical video feed featuring short clips from Netflix series, films and specials tailored to each member.<ref>[https://www.hollywoodreporter.com/business/digital/netflix-new-vertical-video-feed-clips-1236580150/ Netflix Doubles Down on Vertical Video on Mobile, Launches ‘Clips’ Feed]</ref>

In May 2026, the company released “The Netflix Effect," outlining the impact since the company expanded to more than 190 countries in 2016. This included contributing $325 billion to the global economy, investing $135 billion in the TV and film industry, and creating 425,000 jobs.<ref>{{cite web |title=$135 Billion on Film and TV and 425,000 Jobs: Ted Sarandos Touts “The Netflix Effect” |url=https://www.hollywoodreporter.com/business/business-news/netflix-effect-2026-ted-sarandos-blog-post-1236592877/ |website=Hollywood Reporter |access-date=15 May 2026}}</ref> Also in May 2026, Netflix announced that the ads tier had reached 250 million monthly active viewers.

== Availability and access == === Global availability === {{Further|International expansion of Netflix}} [[File:Netflix area.svg|thumb|upright=2|Countries where Netflix is available ({{as of|2022|3|lc=on}}):{{legend|#B00000|Available}}{{legend|#000000|Unavailable (China,<ref>The ban does not include Hong Kong and Macau.</ref> North Korea, Russia,<ref>The ban also includes Ukraine's Crimean Peninsula, which has been occupied by Russia since 2014.</ref> and Syria.)}}]]

Netflix is available in every country and territory except for China, Crimea, North Korea, Syria, and Russia.<ref name="netflix-help-page-availability"/><ref>{{Cite web |last=Ma |first=Wenlei |date=September 8, 2022 |title=Gulf nations and Egypt demand Netflix remove 'offensive' titles |url=https://www.news.com.au/entertainment/tv/streaming/gulf-nations-and-egypt-demand-netflix-remove-offensive-titles/news-story/68bca5ad9331dace30cf747f7215d0af |access-date=September 27, 2022 |website=News.com.au}}</ref>

In January 2016, Netflix announced it would begin VPN blocking since it can be used to watch videos from a country where they are unavailable.<ref>{{cite news |last=Greenberg |first=Julia |date=March 7, 2016 |title=For Netflix, Discontent Over Blocked VPNs Is Boiling |magazine=Wired |url=https://www.wired.com/2016/03/netflix-discontent-blocked-vpns-boiling/ |url-status=live |archive-url=https://web.archive.org/web/20170215021921/https://www.wired.com/2016/03/netflix-discontent-blocked-vpns-boiling/ |archive-date=February 15, 2017}}</ref> The result of the VPN block is that people can only watch videos available worldwide and other videos are hidden from search results.<ref>{{Cite news |last=Bi |first=Frank |date=January 25, 2016 |title=Unofficial Netflix catalog helps you find a movie not available in your area |website=The Verge |url=https://www.theverge.com/2016/1/25/10826654/netflix-unofficial-vpn-database-unogs}}</ref> Variety is present on Netflix.{{clarify|date=February 2025}} Hebrew and Arabic's right-to-left interface orientation, which is a common localization strategy in many markets, are what define the Middle Eastern user interface's localization, and in some regions, Netflix offers a more affordable mobile-only subscription.<ref>{{Cite journal |last1=Lotz |first1=Amanda D |last2=Eklund |first2=Oliver |last3=Soroka |first3=Stuart |date=August 3, 2022 |title=Netflix, library analysis, and globalization: rethinking mass media flows |url=https://academic.oup.com/joc/article/72/4/511/6605780 |journal=Journal of Communication |language=en |volume=72 |issue=4 |pages=511–521 |doi=10.1093/joc/jqac020 |issn=0021-9916|doi-access=free }}</ref>

===Subscriptions=== Customers can subscribe to one of three plans; the difference in plans relates to video resolution, the number of simultaneous streams, and the number of devices to which content can be downloaded.<ref>{{Cite web |date=September 5, 2022 |title=Netflix sets November Australian launch for advertising, claims report |url=https://www.news.com.au/entertainment/tv/streaming/netflix-sets-november-australian-launch-for-advertising-claims-report/news-story/927b936e540f946b2c8efe293e69e45d |access-date=September 27, 2022 |website=News.com.au}}</ref>

At the end of Q1 2022, Netflix estimated that 100 million households globally were sharing passwords to their account with others.<ref name="Sherman2022" /> In March 2022, Netflix began to charge a fee for additional users in Chile, Peru, and Costa Rica to attempt to control account sharing.<ref name="FlintJacob2022" /><ref name="BursztynskyAlessandrini2022" /><ref name="Sherman2022" /> On July 18, 2022, Netflix announced that it would test the account sharing feature in more countries, including Argentina, Dominican Republic, El Salvador, Guatemala and Honduras.<ref>{{cite web |date=July 18, 2022 |title=Netflix to test a new 'add a home' option to charge for password sharing |url=https://techcrunch.com/2022/07/18/netflix-test-add-home-option-charge-password-sharing/ |access-date=July 19, 2022 |website=TechCrunch}}</ref> On October 17, Netflix launched Profile Transfer to help end account sharing.<ref>{{Cite web |last1=Spangler |first1=Todd |date=October 17, 2022 |title=Netflix Launches Profile-Transfer Feature — Making It Easier for Password Freeloaders to Set Up Their Own Paid Accounts |url=https://variety.com/2022/digital/news/netflix-profile-transfer-feature-password-sharing-paid-account-1235405871/ |access-date=October 17, 2022 |website=Variety |language=en-US}}</ref>

On July 13, 2022, Netflix announced plans to launch an advertising-supported subscription option.<ref>{{cite news |last1=Frank |first1=Pallotta |date=July 13, 2022 |title= Netflix with ads is coming but it's 'early days'|language=en |publisher=CNN |url= https://www.cnn.com/cnn/2022/07/13/media/netflix-ads-microsoft}}</ref> Netflix's planned advertising tier would not allow subscribers to download content like the existing ad-free platform.<ref>{{cite web |last1=Gurman |first1=Mark |date=August 17, 2022 |title=Netflix's Ad-Supported Plan Will Block Downloads of Shows, Films |url=https://www.bloomberg.com/news/articles/2022-08-17/netflix-s-ad-supported-plan-will-block-downloads-of-shows-films?sref=CY7BpvSE |access-date=August 18, 2022 |publisher=Bloomberg L.P.}}</ref> On July 20, 2022, it was announced that the advertising-supported tier would be coming to Netflix in 2023 but it would not feature the full library of content.<ref>{{cite web |date=July 20, 2022 |title=Netflix's free tier will have one huge drawback, chief executive says |url=https://www.independent.co.uk/tech/netflix-ad-free-tier-drawback-b2127320.html |access-date=July 30, 2022 |work=The Independent}}</ref> In October, the launch date was announced as November 3, 2022, and was launched in 12 countries: US, Canada, Mexico, Brazil, UK, France, Germany, Italy, Spain, Australia, Japan and South Korea.<ref>{{cite web |date=September 2022 |title=Netflix Ad Tier Launch Moved up to November to Get Ahead of Disney+, Streamer Tells Ad Buyers |url=https://variety.com/2022/digital/news/netflix-ad-tier-launch-november-1235357465/}}</ref><ref>{{cite news |last1=Vranica |first1=Suzanne |date=August 31, 2022 |title=Netflix Seeking Top Dollar for Brands to Advertise on Its Service |newspaper=The Wall Street Journal |url=https://www.wsj.com/articles/netflix-seeking-top-dollar-for-brands-to-advertise-on-its-service-11661980078}}</ref><ref>{{Cite web |url=https://variety.com/2022/digital/news/netflix-ad-supported-plan-launch-date-pricing-1235402196/ |title= Netflix Confirms Ad Tier to Launch in November, Reveals Pricing for Cheaper Basic Plan |last1=Spangler |first1=Todd |date=October 13, 2022 |website=Variety}}</ref> The ad-supported plan was called "Basic with Ads" and it cost $6.99 per month in the US at launch.<ref>{{Cite web |last=Pulliam-Moore |first=Charles |date=October 13, 2022 |title=Netflix's ad tier will cost $6.99 a month and launch in November |url=https://www.theverge.com/2022/10/13/23402725/netflix-basic-with-ads |access-date=October 17, 2022 |website=The Verge |language=en-US}}</ref>

On February 24, 2023, Netflix cut subscription prices in more than 30 countries around the world to attract more subscribers from those countries. Malaysia, Indonesia, Thailand, the Philippines, Croatia, Venezuela, Kenya, and Iran are on the list of countries where the cost for a subscription will be reduced.<ref>{{Cite news |date=February 24, 2023 |title=Netflix cuts prices for subscribers in more than 30 countries |language=en-GB |work=BBC News |url=https://www.bbc.com/news/business-64753499 |access-date=February 27, 2023}}</ref> In the same month stronger anti-password-sharing rules were expanded to Canada, New Zealand, Portugal, and Spain.<ref>{{Cite web |url=https://www.theverge.com/2023/4/18/23687853/netflix-earnings-password-sharing-delay-q1-2023 |title=Netflix delays its password-sharing crackdown to sometime before July |first=Emma |last=Roth |date=April 18, 2023 |website=The Verge}}</ref> In May 2023, these measures were further expanded to US and Brazil subscribers.<ref>{{cite web |title=Netflix to charge an additional $8 month for viewers living outside US subscribers' households |url=https://apnews.com/article/netflix-account-sharing-crackdown-united-states-streaming-b8df82a227b74e50ae4e44ba63f29df2 |work=Associated Press News |date=May 23, 2023 |access-date=May 23, 2023 |author=Michael Liedtke}}</ref><ref>{{cite web |title=Netflix Launches Paid Sharing in U.S., Will Start Blocking Users With Unauthorized Passwords |url=https://variety.com/2023/digital/news/netflix-us-password-crackdown-paid-sharing-block-devices-1235607517/ |website=Variety |date=May 23, 2023 |access-date=May 23, 2023 |author=Todd Spangler}}</ref><ref>{{cite web |title=Netflix vai cobrar R$ 12,90 por compartilhamento de senhas no Brasil |url=https://oglobo.globo.com/economia/negocios/noticia/2023/05/netflix-vai-cobrar-r-1290-por-compartilhamento-de-senhas-no-brasil.ghtml |website=o Globo |date=May 23, 2023 |access-date=May 25, 2023 |language=PT}}</ref>

In July 2023, Netflix added 5.9 million subscribers for the second quarter of the year for a total of 238.39 million subscribers overall. The US and Canada accounted for 1.2 million subscribers which was the largest regional quarterly gain since 2021.<ref name=techcrunch723>{{Cite web |url=https://techcrunch.com/2023/07/19/netflix-gains-nearly-6m-subscribers-as-paid-sharing-soars/ |title=Netflix gains nearly 6M subscribers as paid sharing soars |publisher=TechCrunch |access-date=July 19, 2023 |date=July 19, 2023 |author=Lauren Forristal |archive-date=September 1, 2023 |archive-url=https://web.archive.org/web/20230901135120/https://techcrunch.com/2023/07/19/netflix-gains-nearly-6m-subscribers-as-paid-sharing-soars/ |url-status=live}}</ref><ref>{{Cite web |url=https://www.cnbc.com/2023/07/19/netflix-earnings-show-strength-amid-media-chaos.html |title=Netflix earnings showcase strength as the rest of the media industry struggles |publisher=CNBC |access-date=July 19, 2023 |date=July 19, 2023 |author=Alex Sherman}}</ref>

In February, Netflix announced it would enforce stricter regulations on password sharing, and by May 2023 it began cracking down in the US, UK, and Australia. Under these new rules, multiple people can use and share one account, but they have to be under the same household. Netflix defines a household as people who live in the same location as the owner of the account. Users are asked to set a primary location based on the device's IP address.<ref name="password sharing" />

Netflix reported 8.05 million new subscribers in Q2 2024, up from 5.9 million subscribers added in Q2 2023.<ref>{{cite news|work=The Wall Street Journal|title=Netflix Keeps Streaming Crown With Continued Subscriber, Revenue Growth|author=Jessica Toonkel|date=July 18, 2024|url=https://www.wsj.com/business/media/netflix-nflx-q2-earnings-report-2024-42d1eaad}}</ref><ref>{{cite news|publisher=CNBC|title=Netflix subscriptions jump 8%, revenue climbs as password sharing crackdown takes hold|author=Lillian Rizzo|date=July 19, 2024|url=https://www.cnbc.com/2023/07/19/netflix-nflx-earnings-2q-2023.html}}</ref>

In July 2024, Netflix started phasing out its cheapest subscription plan for users in France and the US, a year after the plan was removed for Canada and the UK. Members in these countries have the option to sign up for either the standard ad-free plan or the ad plan.<ref>{{cite web |last1=Murti |first1=Lola |title=Netflix ends its cheapest ad-free subscription |url=https://www.npr.org/2024/07/19/nx-s1-5046733/netflix-ends-its-cheapest-ad-free-subscription |publisher=NPR|date=July 19, 2024 }}</ref><ref>{{cite news|publisher=The Verge|title=Netflix is starting to phase out its cheapest ad-free plan|author=Emma Roth|date=July 2, 2024|url=https://www.theverge.com/2024/7/2/24190632/netflix-ad-free-basic-plan-discontinued}}</ref> In April 2026, Netflix raised its U.S. subscription prices across all plans.<ref>{{Cite web |last=Spangler |first=Todd |date=2026-03-26 |title=Netflix Raising U.S. Prices for Second Time in Less Than Two Years |url=https://variety.com/2026/tv/news/netflix-raising-prices-second-time-in-a-year-1236700999/ |access-date=2026-04-04 |website=Variety |language=en-US}}</ref> In May 2026, Netflix announced that the ad tier will expand to 15 new countries in 2027, including Austria, Belgium, Colombia, Denmark, Indonesia, Ireland, the Netherlands, New Zealand, Norway, Peru, the Philippines, Poland, Sweden, Switzerland and Thailand.<ref>{{cite web |title=Netflix’s ad ambitions just keep growing |url=https://www.theverge.com/streaming/929627/netflix-ads-plan-upfront-2026 |website=The Verge |access-date=18 May 2026}}</ref>

=== Device support === Netflix can be accessed via a web browser, while Netflix apps are available on various platforms, including Blu-ray players, tablet computers, mobile phones, smart TVs, digital media players, and video game consoles. Currently supported game consoles include: * Microsoft Xbox 360,<ref>{{Cite web |date=June 28, 2023 |title=Using Netflix on your Xbox |url=https://help.netflix.com/en/node/23889 |website=Netflix}}</ref> Xbox One and Xbox Series X/S * PlayStation 4 and PlayStation 5 [[File:Google ATV Reference RCU G10 - Netflix button.jpg|thumb|An Android TV-powered remote control with a Netflix button]] Several older devices no longer support Netflix. For home gaming consoles, this includes the PlayStation 2, PlayStation 3, PlayStation TV, Wii<ref>{{Cite web |url=https://devices.netflix.com/en/game-consoles/wii/ |title=Wii is no longer supported |access-date=October 19, 2023 |publisher=Netflix}}</ref> and Wii U.<ref>{{Cite web |archive-url=https://web.archive.org/web/20210116023611/https://www.nintendo.com/games/detail/netflix-wii-u/ |access-date=October 19, 2023 |publisher=Nintendo of America |title=Netflix |archive-date=January 16, 2021 |url=https://www.nintendo.com/games/detail/netflix-wii-u/}}</ref> For handheld gaming consoles, this includes the Nintendo 3DS family of systems and the PlayStation Vita.<ref>{{Cite web |url=https://www.whats-on-netflix.com/news/netflix-discontinues-support-for-more-older-devices-on-october-16th/ |title=Netflix Discontinues Support for More Older Devices on October 16th, 2023 |date=October 16, 2023 |access-date=October 19, 2023 |publisher=How-To Geek}}</ref> The second and third generation Apple TV previously supported Netflix with an ad-free plan, but the app was automatically removed on these devices on July 31, 2024.<ref>{{cite web |last1=Hardwick |first1=Tim |title=Netflix to End Support for 2nd and 3rd Generation Apple TV |url=https://www.macrumors.com/2024/06/04/netflix-end-support-2nd-3rd-gen-apple-tv/ |website=MacRumors |access-date=August 3, 2024 |date=June 4, 2024}}</ref>

In addition, a growing number of multichannel television providers, including cable television and IPTV services, have added Netflix apps accessible within their own set-top boxes, sometimes with the ability for its content (along with those of other online video services) to be presented within a unified search interface alongside linear television programming as an "all-in-one" solution.<ref>{{Cite magazine |last=McMillan |first=Graeme |date=October 17, 2013 |title=Netflix Is Coming Soon to Your TV Through Your Cable Box |url=https://www.wired.com/2013/10/netflix-cable-box/ |magazine=Wired |issn=1059-1028 |access-date=April 28, 2019}}</ref><ref>{{Cite magazine |last=Lapowsky |first=Issie |date=April 25, 2014 |title=Netflix Is Getting Its Own Cable Channel |url=https://www.wired.com/2014/04/netflix-cable/ |magazine=Wired |issn=1059-1028 |access-date=April 28, 2019}}</ref><ref>{{cite web |last=Statt |first=Nick |date=December 7, 2017 |title=Verizon Fios quietly adds Netflix integration to three set-top box models |url=https://www.theverge.com/2017/12/7/16747918/verizon-fios-netflix-set-top-cable-box-integration-test |access-date=April 28, 2019 |website=The Verge}}</ref><ref>{{Cite news |date=November 27, 2017 |title=How Cable Companies Learned to Love Netflix (or Hulu) and Chill Out |newspaper=Bloomberg.com |url=https://www.bloomberg.com/news/articles/2017-11-27/how-cable-companies-learned-to-love-netflix-or-hulu-and-chill |access-date=April 28, 2019}}</ref>

The maximum video resolution supported on computers is dependent on the DRM systems available on a particular operating system and web browser.<ref>{{Cite web|url=https://help.netflix.com/en/node/30081|title=Netflix supported browsers and system requirements|website=Help Center}}</ref>

{| class="wikitable sortable" style="text-align:left" |- ! style="width: 250px;" | Operating System !! Web Browser !! DRM system !! Maximum allowed video resolution |- | Microsoft Windows 7 or later <br />MacOS 10.11 or later <br />Linux (dependent on distribution variant) || Google Chrome, Firefox, Opera || Widevine || data-sort-value="720" {{partial|720p (with Widevine L1)}} |- | Microsoft Windows 10 or later || Microsoft Edge, Desktop app || PlayReady || data-sort-value="2160" {{yes|4K (device must fulfill hardware requirements)}}<ref>{{Cite web|url=https://help.netflix.com/en/node/23931|title=How to use Netflix on your Windows computer or tablet|website=Help Center}}</ref> |- | MacOS 10.11 through MacOS 10.15 || Apple Safari || FairPlay || data-sort-value="1080" {{good|1080p}} |- | MacOS 11 or later || Apple Safari || FairPlay || data-sort-value="2160" {{yes|4K}} |- | ChromeOS|| Google Chrome || Widevine || data-sort-value="1080" {{good|1080p (with Widevine L1)}} |- | Android || Mobile app || Widevine || data-sort-value="480" {{depends|480p (devices with Widevine L3 only) <br /> 1080p (devices with Widevine L1 certification)}} <br /><ref>{{Cite web |url=https://help.netflix.com/en/node/116633 |title=Android phone or tablet doesn't play in HD |website=Netflix Help Center |url-status=live |archive-url=https://web.archive.org/web/20210325143635/https://help.netflix.com/en/node/116633 |archive-date= March 25, 2021 }}</ref> |- | iOS || Mobile app || FairPlay || data-sort-value="1080" {{good|1080p}}<ref>{{Cite web|url=https://help.netflix.com/en/node/23927|title=How to use Netflix on your iPhone or iPad|website=Help Center}}</ref> |- |}

== Content == === Original programming === {{Further|List of Netflix original programming|List of ended Netflix original programming|Lists of Netflix original films|List of Netflix original stand-up comedy specials|label1=Lists of Netflix original television series (both current|topic=Netflix original programming|label2=and ended)|label3=original films|label4=stand-up comedy specials}} {{Further|Lists of Netflix exclusive international distribution programming|topic=Netflix international offerings}} thumb|Netflix Original Movies

"Netflix Originals" are content that is produced, co-produced, or distributed exclusively by Netflix. Netflix funds its original shows differently than other TV networks when it signs a project, providing the money upfront and immediately ordering two seasons of most series.<ref>{{cite web |last1=Masters |first1=Kim |date=September 14, 2016 |title=The Netflix Backlash: Why Hollywood Fears a Content Monopoly |url=https://www.hollywoodreporter.com/tv/tv-features/netflix-backlash-why-hollywood-fears-928428/ |access-date=January 13, 2022 |website=The Hollywood Reporter |language=en-US}}</ref> It keeps licensing rights, which normally give production companies future revenue opportunities from syndication, merchandising, etc.<ref name="Backlash" /><ref>{{Cite news |last=Castillo |first=Michelle |date=August 15, 2018 |title=Netflix pays more for TV shows up front, but keeps more upside on big hits, insiders say |publisher=CNBC |url=https://www.yahoo.com/news/netflix-pays-more-tv-shows-164000965.html |archive-date=May 23, 2022 |access-date=May 11, 2022 |archive-url=https://web.archive.org/web/20220523151540/https://www.yahoo.com/news/netflix-pays-more-tv-shows-164000965.html |url-status=dead }}</ref>

Over the years, Netflix output ballooned to a level unmatched by any television network or streaming service. According to ''Variety Insight'', Netflix produced a total of 240 new original shows and movies in 2018, then climbed to 371 in 2019, a figure "greater than the number of original series that the entire U.S. TV industry released in 2005."<ref>{{cite web |last1=Bridge |first1=Gavin |date=December 17, 2019 |title=Netflix Released More Originals in 2019 Than the Entire TV Industry Did in 2005 |url=https://variety.com/2019/tv/news/netflix-more-2019-originals-than-entire-tv-industry-in-2005-1203441709/ |access-date=January 13, 2022 |website=Variety |language=en-US}}</ref> The Netflix budget allocated to production increased annually, reaching $13.6 billion in 2021 and projected to hit $18.9 billion by 2025, a figure that once again overshadowed any of its competitors.<ref>{{cite web |last1=Spangler |first1=Todd |date=September 23, 2021 |title=Netflix's Amortized Content Spending to Rise 26% to $13.6 Billion in 2021, Analysts Project |url=https://variety.com/2021/digital/news/netflix-content-spending-2021-amortized-1235072612/ |access-date=January 13, 2022 |website=Variety |language=en-US}}</ref> As of August 2022, original productions made up 50% of Netflix's overall library in the US.<ref>{{Cite web |last=Moore |first=Kasey |date=August 24, 2022 |title=Netflix Originals Now Make Up 50% of Overall US Library |url=https://www.whats-on-netflix.com/news/50-of-netflixs-library-is-now-made-of-netflix-originals/ |access-date=August 24, 2022 |website=What's on Netflix |language=en}}</ref>

=== Film and television deals === Netflix has exclusive pay TV deals with several studios. The deals give Netflix exclusive streaming rights while adhering to the structures of traditional pay TV terms.

Distributors that have licensed content to Netflix include Warner Bros., Universal Pictures, Sony Pictures Entertainment and previously The Walt Disney Studios.<ref name="netfx" /> Netflix also holds current and back-catalog rights to television programs distributed by Walt Disney Television, DreamWorks Classics, Kino International, PBS, Warner Bros. Television<ref>{{cite news |last1=Goldsmith |first1=Jill |title=Netflix inks deal with Warner Bros. |url=https://variety.com/2013/digital/news/netflix-inks-deal-with-warner-bros-1118064255/ |access-date=August 8, 2025 |work=Variety |date=January 7, 2013}}</ref> and Paramount Global Content Distribution,<ref>{{cite news |title=Netflix inks deal with Viacom to stream South Park, other shows |url=https://techcrunch.com/2009/04/06/netflix-inks-deal-with-viacom-to-stream-south-park-other-shows/ |access-date=August 8, 2025 |work=TechCrunch |date=April 6, 2009}}</ref> along with titles from other companies such as ABS-CBN Studios,<ref>{{cite news |date=August 12, 2024 |title='Lavender Fields' to hit Netflix on Aug. 30, free TV on Sept. 2 |url=https://www.abs-cbn.com/entertainment/2024/8/12/-lavender-fields-to-hit-netflix-on-aug-30-free-tv-on-sept-2-1400 |work=ABS-CBN News}}</ref><ref name="preview.ph">{{cite web |title=11 Filipino Teleseryes You Can Watch on Netflix|url=https://www.preview.ph/culture/filipino-teleseryes-netflix-a2189-20220427-lfrm |website=Preview.ph |access-date=November 22, 2025 |date=April 27, 2022}}</ref> GMA Network,<ref>{{cite news |date=July 13, 2021 |title=GMA Pictures and Mic Test Entertainment's 'Family History' streams on Netflix this July 30 |url=https://www.gmanetwork.com/pictures/articles/2021-07-13/389/gma-pictures-and-mic-test-entertainments-family-history-streams-on-netflix-this-july-30 |work=GMA Pictures}}</ref><ref name="preview.ph"/> Cignal Entertainment,<ref name="Frater">{{Cite web |last=Frater |first=Patrick |date=March 22, 2018 |title=Netflix Picks Brillante Mendoza Drug War Show 'AMO' as First Philippines Series |url=https://variety.com/2018/digital/asia/netflix-brillante-mendoza-amo-philippines-1202733499/ |access-date=April 8, 2023 |website=Variety |language=en-US}}</ref><ref name="preview.ph"/> MQ Studios,<ref name="Frater"/><ref name="preview.ph"/> Regal Entertainment, Viva Films, MNC Media, Screenplay Films, Soraya Intercine Films, CJ ENM, JTBC, Kakao Entertainment, TBS, TV Asahi, Fuji TV, Mediacorp, Primeworks Studios, GMM Grammy, Public Television Service, Gala Television, Banijay Entertainment, ITV Studios, Hasbro Entertainment and StudioCanal. Formerly, the streaming service also held rights to select television programs distributed by NBCUniversal Television Distribution, Sony Pictures Television and 20th Century Fox Television.

Netflix negotiated to distribute animated films from Universal that HBO declined to acquire, such as ''The Lorax'', ''ParaNorman'', and ''Minions''.<ref>{{cite news |last=Szalai |first=Georg |date=December 5, 2012 |title=Netflix's Ted Sarandos Calls Disney Content Deal a 'Game Changer' |work=The Hollywood Reporter |url=https://www.hollywoodreporter.com/tv/tv-news/netflix-ted-sarandos-discusses-disney-deal-398156/ |url-status=live |archive-url=https://web.archive.org/web/20130825083624/http://www.hollywoodreporter.com/news/netflix-ted-sarandos-discusses-disney-deal-398156 |archive-date=August 25, 2013}}</ref>

Netflix holds exclusive streaming rights to the film library of Studio Ghibli (except ''Grave of the Fireflies'') worldwide except in the US and Japan as part of an agreement signed with Ghibli's international sales holder Wild Bunch in 2020.<ref>{{Cite web |date=January 20, 2020 |title=Netflix strikes deal for Studio Ghibli films outside US, Japan |url=https://www.screendaily.com/news/netflix-strikes-deal-for-studio-ghibli-films-outside-us-japan/5146314.article |access-date=February 8, 2023 |website=Screen Daily}}</ref>

=== Netflix Games === In July 2021, Netflix hired Mike Verdu, a former executive from Electronic Arts and Facebook, as vice president of game development, along with plans to add video games by 2022.<ref>{{cite news |date=July 14, 2021 |title=Netflix Plans to Offer Video Games in Push Beyond Films, TV |url=https://www.bloomberg.com/news/articles/2021-07-14/netflix-plans-to-offer-video-games-in-expansion-beyond-films-tv}}</ref> Netflix announced plans to release mobile games that would be included in subscribers' service plans.<ref>{{cite news |date=July 20, 2021 |title=Netflix's gaming expansion starts with mobile |url=https://www.theverge.com/2021/7/20/22585802/netflix-gaming-mobile-subscription-earnings}}</ref> Trial offerings were first launched for Netflix users in Poland in August 2021, offering premium mobile games based on ''Stranger Things'' including ''Stranger Things 3: The Game'', for free to subscribers through the Netflix mobile app.<ref>{{cite web |date=August 26, 2021 |title=Netflix starts testing Stranger Things games in its Android app |url=https://www.engadget.com/netflix-mobile-games-app-subscription-test-android-poland-stranger-things-155325550.html |work=Engadget}}</ref>

Netflix officially launched mobile games on November 2, 2021, for Android users around the world. Through the app, subscribers had free access to five games, including two previously made ''Stranger Things'' titles. Netflix intends to add more games to this service over time.<ref>{{cite news |last=Rivera |first=Joshua |date=November 2, 2021 |title=Netflix officially has games now |work=Polygon |url=https://www.polygon.com/22759722/netflix-games-on-android}}</ref> On November 9, the collection launched for iOS.<ref>{{cite news |last=Perez |first=Sarah |date=November 9, 2021 |title=Netflix launches games to iPhone and iPad users worldwide |work=TechCrunch |url=https://techcrunch.com/2021/11/09/netflix-launches-games-to-iphone-and-ipad-users-worldwide/}}</ref> Verdu said in October 2022 that besides continuing to expand its portfolio of games, it was also interested in cloud gaming options.<ref name="Netflix cloud games" />

To support the games effort, Netflix began acquiring and forming a number of studios. The company acquired Night School Studio, an independent video game developer, in September 2021.<ref>{{cite web |last=Takahashi |first=Dean |date=September 28, 2021 |title=Netflix acquires its first game studio in deal with Oxenfree creator Night School Studio |url=https://venturebeat.com/2021/09/28/netflix-acquires-its-first-game-studio-in-deal-with-oxenfree-creator-night-school-studio/ |work=Venture Beat |access-date=September 28, 2021 |archive-date=May 31, 2022 |archive-url=https://web.archive.org/web/20220531095129/https://venturebeat.com/2021/09/28/netflix-acquires-its-first-game-studio-in-deal-with-oxenfree-creator-night-school-studio/ |url-status=dead }}</ref> Netflix announced plans to acquire Next Games in March 2022 for {{Euro|65 million}} as part of Netflix's expansions into gaming. Next Games had developed the mobile title ''Stranger Things: Puzzle Tales'' as well as two ''The Walking Dead'' mobile games.<ref>{{cite web |last=Porter |first=Jon |date=March 2, 2022 |title=Netflix acquires another developer to build 'world class games' |url=https://www.theverge.com/2022/3/2/22957953/netflix-next-games-acquisition-stranger-things-mobile-puzzle-rpg |access-date=March 2, 2022 |work=The Verge}}</ref> Later in the month, Netflix also acquired the Texas-based mobile game developer, Boss Fight Entertainment, for an undisclosed sum.<ref name="variety.com" /> Netflix opened a mobile game studio in Helsinki, Finland in September 2022,<ref>{{Cite web |last=Takahashi |first=Dean |date=September 26, 2022 |title=Netflix opens mobile game studio in Helsinki |url=https://venturebeat.com/games/netflix-opens-mobile-game-studio-in-helsinki/ |access-date=September 26, 2022 |website=VentureBeat |language=en-US |archive-date=September 26, 2022 |archive-url=https://web.archive.org/web/20220926110538/https://venturebeat.com/games/netflix-opens-mobile-game-studio-in-helsinki/ |url-status=dead }}</ref> and a new studio, its fifth overall, in southern California in October 2022,<ref name="Netflix cloud games">{{cite web |url=https://www.polygon.com/23412637/netflix-cloud-gaming-new-studio |title=Netflix might get into cloud gaming, forms another new game studio |first=Toussaint |last=Egan |date=October 19, 2022 |access-date=October 23, 2022 |work=Polygon}}</ref> alongside the acquisition of Spry Fox in Seattle.<ref>{{cite web |url=https://venturebeat.com/games/netflix-acquires-6th-gaming-studio-spry-fox/ |title=Netflix adds 6th gaming studio with acquisition of Spry Fox |date=October 31, 2022 |access-date=October 31, 2022 |archive-date=October 31, 2022 |archive-url=https://web.archive.org/web/20221031182142/https://venturebeat.com/games/netflix-acquires-6th-gaming-studio-spry-fox/ |url-status=dead }}</ref>

In June 2024, Verdu was moved into a new role focusing on "innovation in game development."<ref>{{Cite web |last=Batchelor |first=James |date=June 12, 2024 |title=Netflix moving games boss Mike Verdu to new role |url=https://www.gamesindustry.biz/netflix-games-boss-mike-verdu-moving-on-to-new-role |access-date=July 24, 2024 |website=GamesIndustry.biz |language=en}}</ref> The next month, Netflix hired Alain Tascan, vice president of game development at Epic Games, to head up Netflix Games.<ref>{{Cite web |last=Maas |first=Jennifer |date=July 23, 2024 |title=Netflix Taps Epic Games' Alain Tascan as President of Games (EXCLUSIVE) |url=https://variety.com/2024/gaming/news/netflix-games-president-alain-tascan-epic-1236081464/ |access-date=July 24, 2024 |website=Variety |language=en-US}}</ref> As of July 2024, Netflix has over 80 games in development, releasing at least one game each month to attract fans.<ref>{{Cite web |last=Morris |first=Chris |title=Netflix has 80 games in development, will release one per month |url=https://fortune.com/2024/07/23/netflix-video-games-80-in-development/ |access-date=July 24, 2024 |website=Fortune |language=en}}</ref> The company shut down its Southern California "Team Blue" AAA gaming studio in October 2024, leading to the departure of developers like ''Overwatch'' producer Chacko Sonny, ''Halo'' veteran Joseph Staten and ''God of War'' art director Rafael Grassetti.<ref>{{Cite web |last=Maas |first=Jennifer |date=October 22, 2024 |title=Netflix Shuts Down AAA Video Game Studio in Southern California |url=https://variety.com/2024/gaming/news/netflix-shuts-video-game-studio-southern-california-1236186359/ |access-date=October 22, 2024 |website=Variety |language=en-US}}</ref> Netflix indicated that it maintains a commitment to grow its gaming business despite the changes.<ref>{{Cite web |last=Yin-Poole |first=Wesley |date=October 22, 2024 |title=Netflix Shuts Down 'AAA' Gaming Studio, High-Profile Devs Leave the Company |url=https://www.ign.com/articles/netflix-shuts-down-aaa-gaming-studio-high-profile-devs-leave-the-company |access-date=October 22, 2024 |website=IGN |language=en}}</ref><ref>{{Cite web |last=Totilo |first=Stephen |title=Scoop: Netflix shuts down 'AAA' Team Blue gaming studio, amid gaming shake-up |url=https://www.gamefile.news/p/netflix-team-blue-socal-studio |access-date=October 22, 2024 |website=gamefile.news |language=en}}</ref> In late October, Netflix announced several games based on hit series including Netflix Stories: Outer Banks, Netflix Stories: A Perfect Couple, Netflix Stories: A Virgin River Christmas, and The Ultimatum: Choices, as well as a new daily word game in partnership with TED Talks, TED Tumblewords.<ref>{{cite web |title='The Perfect Couple,' Christmas-Themed 'Virgin River' Video Games Launching at Netflix (EXCLUSIVE) |url=https://variety.com/2024/gaming/news/perfect-couple-video-game-virgin-river-christmas-mobile-netflix-1236193290/ |website=Variety |date=October 29, 2024 |access-date=November 13, 2024}}</ref><ref>{{cite web |title=Netflix Teams With TED Talks for Daily Word-Puzzle Game |url=https://variety.com/2024/gaming/news/netflix-ted-talks-word-puzzle-game-1236186651/ |website=Variety |date=October 22, 2024 |access-date=November 13, 2024}}</ref>

On December 12, 2024, at The Game Awards 2024, Netflix Games revealed game designer Yu Suzuki's next game ''Steel Paws''.<ref>{{Cite web |last=Schomer |first=Matthew |date=December 13, 2024 |title=Shenmue Creator Reveals New Game |url=https://gamerant.com/shenmue-creator-new-game-steel-paws/ |access-date=December 5, 2025 |website=Game Rant |language=en}}</ref> In November 2025, Netflix released its first batch of TV games which members play by using their phone as a controller. The games included ''Boggle Party'', ''Lego Party'', ''Pictionary: Game Night'', ''Tetris Time Warp'' and ''Party Crasher: Fool Your Friends''.<ref>{{cite web |url=https://www.theverge.com/entertainment/820289/netflix-casual-party-game-multiplayer-tetris-pictionary |title=Netflix's new era of TV games starts now |last1=Parrish |first1=Ash |date=November 13, 2025 |website=The Verge |access-date=November 14, 2025}}</ref>

In April 2026, Netflix launched "Netflix Playground", a gaming app for children featuring ad-free, offline-playable games based on popular characters, as part of its strategy to expand in family-oriented gaming.<ref>{{Cite news |title=Netflix debuts new Playground gaming app for kids |url=https://www.reuters.com/business/media-telecom/netflix-debuts-new-playground-gaming-app-kids-2026-04-06/ |work=Reuters |date=6 April 2026}}</ref>

=== Sports === Netflix began with more focus on sports-related documentaries, like the popular ''Drive To Survive'' series, before moving toward live-action sports with one-off events.<ref name=":4" /> First was ''The Netflix Cup'' on November 14, 2023, featuring drivers and golfers from the docu-series ''Formula 1: Drive to Survive'' and ''Full Swing.'' Next came ''The Netflix Slam'' in March 2024, which showed an exhibition match between tennis stars Rafael Nadal and Carlos Alcaraz.<ref>{{Cite web |last=Andreeva |first=Nellie |date=2024-05-23 |title=Netflix’s Live Sports Efforts Got To Very Modest Start With The Netflix Cup, Viewership Data Shows |url=https://deadline.com/2024/05/netflix-live-sports-the-netflix-cup-viewership-1235928974/ |access-date=2026-04-08 |website=Deadline |language=en-US}}</ref><ref name=":4">{{Cite news |last=Burrows |first=Tom |date=2024-08-07 |title=Why Netflix has joined Apple, Amazon, Disney and other streamers in the battle for live sport |url=https://www.nytimes.com/athletic/5508954/2024/05/26/netflix-nfl-streaming-apple-amazon-disney/ |access-date=2026-04-08 |work=The New York Times |language=en-US |issn=0362-4331}}</ref>

In November 2024, Netflix streamed a boxing match between iconic former world heavyweight champion Mike Tyson and YouTuber Jake Paul.<ref name=":4" /> More than 60 million households watched the match.<ref>{{Cite web |date=2024-11-16 |title=60 million households watched Tyson-Paul fight, Netflix says |url=https://www.nbcnews.com/sports/boxing/60-million-households-watched-tyson-paul-fight-netflix-says-rcna180497 |access-date=2026-04-08 |website=NBC News |language=en}}</ref>

In December 2024, Netflix would become FIFA's exclusive US broadcaster of the 2027 and 2031 FIFA Women's World Cup.<ref name=":5" /> On December 25, Netflix aired its first-ever NFL games: the Kansas City Chiefs versus the Pittsburgh Steelers, and the Baltimore Ravens versus the Houston Texans.<ref name=":6" />

Netflix paid $5 billion to stream Raw, WWE’s flagship weekly wrestling show, for 10 years, starting in January 2025.<ref name=":4" />

In the fall of 2025, Netflix moved into the field of baseball. In August, Netflix announced an exclusivity deal to stream the World Baseball Classic in Japan starting in 2026.<ref name=":7" /> In November, it acquired rights to selected Major League Baseball (MLB) games for the 2026 to 2028 seasons.<ref name=":8" />

In March 2026, it was announced that Elle Duncan was leaving ESPN to become Netflix's first sports anchor.<ref>{{Cite web |title=Netflix's First Sports Anchor Has Arrived |url=https://frontofficesports.com/videos/netflixs-first-sports-anchor-has-arrived/ |access-date=2026-04-08 |website=Front Office Sports |language=en}}</ref> Also that month, former baseball player Barry Bonds was announced to be joining Netflix for MLB coverage.<ref>{{Cite web |last=Pedersen |first=Erik |date=2026-03-19 |title=Run Champ Barry Bonds Joins Netflix's Major League Baseball Announcing Team |url=https://deadline.com/2026/03/barry-bonds-netflix-major-league-baseball-coverage-1236760945/ |access-date=2026-05-27 |website=Deadline |language=en-US}}</ref>

As of April 2026, Netflix was in the running, along with YouTube and Fox, for a five-game NFL package. Bidders would have the ability to pick the five specific games, with options believed to include the Week 1 game in Australia, a Thanksgiving eve game (which is not official but apparently inevitable), a second Black Friday game, and a Christmas Eve game, among others.<ref>{{Cite web |date=2026-04-11 |title=YouTube, Netflix, Fox are in play for special five-game 2026 package |url=https://www.nbcsports.com/nfl/profootballtalk/rumor-mill/news/youtube-netflix-fox-are-in-play-for-special-five-game-2026-package |access-date=2026-04-11 |website=NBC Sports |language=en-US}}</ref>

== Technology == === Content delivery === Netflix freely peers with Internet service providers (ISPs) directly and at common Internet exchange points. In June 2012, a custom content delivery network, Open Connect, was announced.<ref>{{Cite web |author=Ryan Lawler |date=June 4, 2016 |title=Netflix Rolls Out Its Own CDN: Open Connect |url=https://techcrunch.com/2012/06/04/netflix-open-connect/ |access-date=September 12, 2016 |work=Tech Crunch}}</ref> For larger ISPs with over 100,000 subscribers, Netflix offers free ''Netflix Open Connect'' computer appliances that cache its content within the ISPs' data centers or networks to further reduce Internet transit costs.<ref>{{cite web |title=Netflix Open Connect Content Delivery Network |url=https://www.netflix.com/openconnect |access-date=October 25, 2014 |work=netflix.com}}</ref><ref>{{cite web |author=Eric Savitz |date=June 5, 2012 |title=Netflix Shifts Traffic To Its Own CDN; Akamai, Limelight Shrs Hit |url=https://www.forbes.com/sites/ericsavitz/2012/06/05/netflix-shifts-traffic-to-its-own-cdn-akamai-limelight-shrs-hit/ |access-date=October 25, 2014 |work=Forbes}}</ref> By August 2016, Netflix closed its last physical data center, but continued to develop its Open Connect technology.<ref>{{Cite news |author=Peter Judge |date=August 20, 2015 |title=Netflix's data centers are dead, long live the CDN! |work=Data Center Dynamics |url=http://www.datacenterdynamics.com/content-tracks/colo-cloud/netflixs-data-centers-are-dead-long-live-the-cdn/94661.fullarticle |access-date=September 15, 2016}}</ref> A 2016 study at the University of London detected 233 individual Open Connect locations on over six continents, with the largest amount of traffic in the US, followed by Mexico.<ref>{{Cite news |author=Richard Chirgwin |date=June 22, 2016 |title=Boffins map Netflix's Open Connect CDN: Six continents, 233 locations, thousands of servers |work=The Register |url=https://www.theregister.co.uk/2016/06/22/boffins_map_netflixs_open_connect_cdn/ |access-date=September 15, 2016}}</ref><ref>{{Cite journal |last1=Böttger |first1=Timm |last2=Cuadrado |first2=Felix |last3=Tyson |first3=Gareth |last4=Castro |first4=Ignacio |last5=Uhlig |first5=Steve |date=January 2018 |title=Open Connect Everywhere: A Glimpse at the Internet Ecosystem through the Lens of the Netflix CDN |journal=ACM SIGCOMM Computer Communication Review |volume=48 |issue=1 |arxiv=1606.05519 |bibcode=2016arXiv160605519B |doi=10.1145/3211852.3211857 |orig-year=Submitted June 17, 2017 |s2cid=215824680 | issn=0146-4833}}</ref>

As of July 2017, Netflix series and movies accounted for more than a third of all prime-time download Internet traffic in North America.<ref>{{cite news |last=Ng |first=David |date=July 29, 2017 |title=Netflix is on the hook for $20&nbsp;billion. Can it keep spending its way to success? |work=Los Angeles Times |url=https://www.latimes.com/business/hollywood/la-fi-ct-netflix-debt-spending-20170729-story,amp.html |url-status=live |url-access=limited |archive-url=https://web.archive.org/web/20171023223520/http://www.latimes.com/business/hollywood/la-fi-ct-netflix-debt-spending-20170729-story,amp.html |archive-date=October 23, 2017}}</ref>

=== API === On October 1, 2008, Netflix offered access to its service via a public application programming interface (API).<ref>{{cite web |title=Netflix API Launches Tomorrow |url=http://www.readwriteweb.com/archives/netflix_api_launches_tomorrow.php |url-status=dead |archive-url=https://web.archive.org/web/20081002035838/http://www.readwriteweb.com/archives/netflix_api_launches_tomorrow.php |archive-date=October 2, 2008 |access-date=September 30, 2008 |publisher=ReadWriteWeb}}</ref> It allowed access to data for all Netflix titles, and allows users to manage their movie queues. The API was free and allowed commercial use.<ref>{{cite web |title=Netflix API Management Solution |url=http://www.mashery.com/customers/netflix |url-status=dead |archive-url=https://web.archive.org/web/20130216123114/http://www.mashery.com/customers/netflix |archive-date=February 16, 2013}}</ref> In June 2012, Netflix began to restrict the availability of its public API.<ref>{{cite web |date=June 15, 2012 |title=Upcoming Changes to the Netflix API Program |url=http://developer.netflix.com/blog/read/Upcoming_Changes_to_the_Netflix_API_Program |url-status=dead |archive-url=https://web.archive.org/web/20120618004836/http://developer.netflix.com/blog/read/Upcoming_Changes_to_the_Netflix_API_Program |archive-date=June 18, 2012 |access-date=June 21, 2012 |publisher=Netflix}}</ref> Netflix instead focused on a small number of known partners using private interfaces, since most traffic came from those private interfaces.<ref>{{Cite web |author=Daniel Jacobson and Sangeeta Narayanan |date=July 24, 2014 |title=Netflix API: Top 10 Lessons Learned (so far) |url=http://www.slideshare.net/danieljacobson/top-10-lessons-learned-from-the-netflix-api-oscon-2014 |access-date=September 12, 2016}}</ref> In November 2014, Netflix retired the public API.<ref>{{Cite news | url=https://techcrunch.com/2014/11/16/netflix-api/ | title=Netflix Kills Off Its Public API, Takes A Few Applications Down With It | first=Greg | last=Kumparak | work=TechCrunch | date=November 16, 2014}}</ref> Netflix then partnered with the developers of eight services deemed the most valuable, including Instant Watcher, Fanhattan, Yidio and Nextguide.<ref>{{cite web |last=Jacobson |first=Daniel |date=June 13, 2014 |title=Retiring the Netflix Public API |url=http://developer.netflix.com/blog/read/Retiring_the_Netflix_Public_API |url-status=dead |archive-url=https://web.archive.org/web/20140614024656/http://developer.netflix.com/blog/read/Retiring_the_Netflix_Public_API |archive-date=June 14, 2014 |access-date=August 11, 2014 |publisher=Netflix}}</ref>

=== Recommendations and thumbnails === Netflix presents viewers with recommendations based on interactions with the service, such as previous viewing history and ratings of viewed content. These are often grouped into genres and formats, or feature the platform's highest-rated content. Each title is presented with a thumbnail. Before around 2015, these were the same key art for everyone, but since then has been customized. Netflix may select a specific key art for a thumbnail based on viewing history,<ref>{{cite web |url=https://www.looper.com/274997/the-secret-behind-netflixs-personalized-thumbnails/ |title=The Secret Behind Netflix's Personalized Thumbnails |author=Dany Roth |date=November 8, 2020}}</ref> such as an actor or scene type based on genre preferences.<ref>{{cite web |url=https://netflixtechblog.com/artwork-personalization-c589f074ad76 |title=Artwork Personalization at Netflix |work=Netflix Technology Blog |date=December 7, 2017 |author1=Ashok Chandrashekar |author2=Fernando Amat |author3=Justin Basilico |author4=Tony Jebara}}</ref> Some thumbnails are generated from video stills.<ref>{{Cite web|url=https://blogs.cornell.edu/info2040/2022/09/28/how-netflix-uses-matching-to-pick-the-best-thumbnail-for-you/|title=How Netflix Uses Matching To Pick The Best Thumbnail For You : Networks Course blog for INFO 2040/CS 2850/Econ 2040/SOC 2090}}</ref>

The Netflix recommendation system is a vital part of the streaming platform's success, enabling personalized content suggestions for hundreds of millions of subscribers worldwide.<ref name="RecoAI">{{cite web |title=Netflix Recommendation System: How it Works |url=https://recoai.net/netflix-recommendation-system-how-it-works/ |work=RecoAI |date=April 5, 2022 |access-date=March 28, 2024 |archive-date=March 23, 2024 |archive-url=https://web.archive.org/web/20240323185735/https://recoai.net/netflix-recommendation-system-how-it-works/ |url-status=dead }}</ref> Using advanced machine learning algorithms, Netflix analyzes user interactions, including viewing history, searches, and ratings, to deliver personalized recommendations for movies and TV shows.

The recommendation system considers individual user preferences, similarities with other users with comparable tastes, specific title attributes (genre, release year, etc.), device usage patterns, and viewing time. As users interact with the platform and provide feedback with their viewing habits, the recommendation system is able to adapt and refine its suggestions over time. Netflix uses a two-tiered ranking system, using the presentation of titles on the homepage for easy navigation to maximize user engagement. This is done by organizing content into rows and ranking the titles within each row based on how much the user would be interested in it.<ref name="RecoAI"/> Netflix also uses A/B testing to determine what causes the biggest interest and engagement related to options concerning movie suggestions and how titles are organized.

Tags like "bittersweet", "sitcom", or "intimate" are assigned to each title by Netflix employees.<ref name="Koblin" /> Netflix also uses the tags to create recommendation micro-genres like "Goofy TV Shows" or "Girls Night In".<ref name="Koblin">{{cite news |newspaper=The New York Times |author=John Koblin |date=January 14, 2024 |title=A Few Words About Netflix's Success: Vivid. Snappy. Tags. |url=https://www.nytimes.com/2024/01/14/business/media/netflix-streaming-movies-ratings.html}}</ref>

Netflix launched "responsive recommendations", which display titles on the home page based on what its users are actively searching, in 2025.<ref>{{cite web |title=Why Netflix Had to Redesign its Homepage |url=https://www.vulture.com/article/why-netflix-had-to-redesign-its-homepage.html |website=Vulture |date=May 7, 2025 |access-date=May 8, 2025}}</ref>

=== Artificial intelligence === In April 2026, a team from Netflix and INSAIT published an inpainting model called VOID ("Video Object and Interaction Deletion"), a tool that removes objects from videos and changes further frames based on its understanding of physical causality. The model was based on another model from Alibaba PAI.<ref>{{Cite web|url=https://www.marktechpost.com/2026/04/04/netflix-ai-team-just-open-sourced-void-an-ai-model-that-erases-objects-from-videos-physics-and-all/|accessdate=April 5, 2026|title=Netflix AI Team Just Open-Sourced VOID: an AI Model That Erases Objects From Videos — Physics and All|author=Michal Sutter|date=April 4, 2026|publisher=MarkTechPost}}</ref><ref>{{Cite web|url=https://www.theregister.com/2026/04/03/netflix_video_ai/|title=Netflix - yes Netflix - jumps on the AI bandwagon with video editor|publisher=The Register|date=April 3, 2026|author=Thomas Claburn}}</ref>

== Awards == {{Further|List of accolades received by Netflix}}

On July 18, 2013, Netflix earned the first Primetime Emmy Awards nominations for original streaming programs at the 65th Primetime Emmy Awards. Three of its series, ''Arrested Development'', ''Hemlock Grove'' and ''House of Cards'', earned a combined 14 nominations (nine for ''House of Cards'', three for ''Arrested Development'' and two for ''Hemlock Grove'').<ref name=NDWi2PEN>{{cite news |url=https://artsbeat.blogs.nytimes.com/2013/07/18/watching-for-the-2013-primetime-emmy-nominations/ |title=Netflix Does Well in 2013 Primetime Emmy Nominations |last=Stelter |first=Brian |date=July 18, 2013 |work=The New York Times |url-access=limited |url-status=live |archive-url=https://web.archive.org/web/20130719190706/http://artsbeat.blogs.nytimes.com/2013/07/18/watching-for-the-2013-primetime-emmy-nominations/ |archive-date=July 19, 2013}}</ref> The ''House of Cards'' episode "Chapter 1" received four nominations for both the 65th Primetime Emmy Awards and 65th Primetime Creative Arts Emmy Awards, becoming the first episode of a streaming television series to receive a major Primetime Emmy Award nomination. With its win for Outstanding Cinematography for a Single-Camera Series, "Chapter 1" became the first episode from a streaming service to be awarded an Emmy.<ref name=NDWi2PEN /><ref>{{cite web |url=https://www.emmys.com/shows/house-cards |title=House Of Cards |publisher=Emmy Awards |url-status=live |archive-url=https://web.archive.org/web/20130725185708/http://www.emmys.com/shows/house-cards |archive-date=July 25, 2013}}</ref><ref name=NMHWTPCAEA>{{cite press release |url=https://www.prnewswire.com/news-releases/netflix-makes-history-with-two-primetime-creative-arts-emmy-awards-223866861.html |title=Netflix Makes History With Two Primetime Creative Arts Emmy Awards |date=September 15, 2013 |agency=PR Newswire |url-status=live |archive-url=https://web.archive.org/web/20130921060817/http://www.nj.com/business/prnewswire/index.ssf?%2Fnj%2Fstory%2F%3FcatSetID=7002&nrid=223866861 |archive-date=September 21, 2013}}</ref> David Fincher's win for Directing for a Drama Series for ''House of Cards'' made the episode the first from a streaming service to win a Primetime Emmy.<ref>{{cite news |url=https://www.wsj.com/articles/SB10001424052702303759604579092061505560526 |title=Netflix Makes Some History With Showing at Emmys |last1=Sharma |first1=Amol |first2=Alexandra |last2=Cheney |date=September 23, 2013 |work=The Wall Street Journal |url-access=subscription |name-list-style=amp |url-status=live |archive-url=https://web.archive.org/web/20150924085615/http://www.wsj.com/articles/SB10001424052702303759604579092061505560526 |archive-date=September 24, 2015}}</ref>

On November 6, 2013, Netflix earned its first Grammy nomination when You've Got Time by Regina Spektor—the main title theme song for ''Orange Is the New Black''—was nominated for Best Song Written for Visual Media.<ref>{{cite news |title='Orange Is The New Black' Scored Grammy Nomination For Theme Song 'You've Got Time' By Regina Spektor |url=http://www.huffingtonpost.com/2013/12/07/orange-is-the-new-black-grammy-nomination_n_4404010.html |access-date=June 16, 2015 |work=HuffPost |date=December 7, 2013}}</ref>

On December 12, 2013, the network earned six nominations for Golden Globe Awards, including four for ''House of Cards''.<ref>{{cite news |url=https://blogs.wsj.com/speakeasy/2013/12/12/golden-globes-nominations-2014-twelve-years-a-slave-american-hustle-among-nominees/ |title=Golden Globes Nominations 2014: '12 Years a Slave,' 'American Hustle' Lead Field |last=Farley |first=Christopher John |date=December 12, 2013 |work=The Wall Street Journal |url-access=subscription |url-status=live |archive-url=https://web.archive.org/web/20131213064254/http://blogs.wsj.com/speakeasy/2013/12/12/golden-globes-nominations-2014-twelve-years-a-slave-american-hustle-among-nominees/ |archive-date=December 13, 2013}}</ref> Among those nominations was Wright for Golden Globe Award for Best Actress – Television Series Drama for her portrayal of Claire Underwood, which she won. With the accolade, Wright became the first actress to win a Golden Globe for a streaming television series. It also marked Netflix's first major acting award.<ref>{{cite news |url=https://www.baltimoresun.com/opinion/columnists/zurawik/bal-house-of-cards-earns-golden-globe-win-for-robin-wright-20140112-story.html |title='House of Cards' star Robin Wright earns series' sole Golden Globes win |last=Zurawik |first=David |date=December 12, 2013 |work=The Baltimore Sun |url-access=limited |url-status=live |archive-url=https://web.archive.org/web/20140113074936/http://www.baltimoresun.com/entertainment/tv/z-on-tv-blog/bal-house-of-cards-earns-golden-globe-win-for-robin-wright-20140112,0,5415673.story |archive-date=January 13, 2014}}</ref><ref>{{cite news |url=https://www.nj.com/entertainment/2014/01/2014_golden_globes_robin_wright_wins_best_actress_for_online-only_house_of_cards.html |title=2014 Golden Globes: Robin Wright wins best actress for online-only 'House of Cards' |last=Hyman |first=Vicki |date=January 12, 2014 |work=The Star-Ledger |url-status=live |archive-url=https://web.archive.org/web/20140115034431/http://www.nj.com/entertainment/index.ssf/2014/01/2014_golden_globes_robin_wright_wins_best_actress_for_online-only_house_of_cards.html |archive-date=January 15, 2014}}</ref><ref>{{cite news |url=https://variety.com/2014/tv/awards/golden-globes-brooklyn-nine-nine-nabs-upset-tv-comedy-wins-1201050849/ |title=Golden Globes: 'Brooklyn Nine Nine' Nabs Upset TV Comedy Wins |last=Littleton |first=Cynthia |date=January 12, 2014 |work=Variety |url-status=live |archive-url=https://web.archive.org/web/20140116040146/http://variety.com/2014/tv/awards/golden-globes-brooklyn-nine-nine-nabs-upset-tv-comedy-wins-1201050849/ |archive-date=January 16, 2014}}</ref> ''House of Cards'' and ''Orange is the New Black'' also won Peabody Awards in 2013.<ref>{{Cite web |last=Andreeva |first=Nellie |date=April 2, 2014 |title=''House Of Cards'', ''Scandal'', ''Breaking Bad'', ''The Bridge'', ''Key & Peele'', ''Orphan Black'', ''Orange Is The New Black'' Win Peabodys |url=https://deadline.com/2014/04/house-of-cards-scandal-breaking-bad-the-bridge-key-peele-orphan-black-orange-is-the-new-black-win-peabody-awards-708340/ |url-status=live |archive-url=https://web.archive.org/web/20140814203757/https://deadline.com/2014/04/house-of-cards-scandal-breaking-bad-the-bridge-key-peele-orphan-black-orange-is-the-new-black-win-peabody-awards-708340/ |archive-date=August 14, 2014 |access-date=January 20, 2024 |website=Deadline Hollywood}}</ref>

On January 16, 2014, Netflix became the first streaming service to earn an Academy Award nomination when ''The Square'' was nominated for Best Documentary Feature.<ref>{{cite web |url=https://www.theverge.com/2014/1/16/5313690/2014-oscar-nominations |title=Netflix earns first Oscar nomination |website=Verge |date=January 16, 2014 |access-date=December 30, 2022}}</ref>

On July 10, 2014, Netflix received 31 Emmy nominations. Among other nominations, ''House of Cards'' received nominations for Outstanding Drama Series, Outstanding Directing in a Drama Series and Outstanding Writing in a Drama Series. Kevin Spacey and Robin Wright were nominated for Outstanding Lead Actor and Outstanding Lead Actress in a Drama Series. ''Orange is the New Black'' was nominated in the comedy categories, earning nominations for Outstanding Comedy Series, Outstanding Writing for a Comedy Series and Outstanding Directing for a Comedy Series. Taylor Schilling, Kate Mulgrew, and Uzo Aduba were respectively nominated for Outstanding Lead Actress in a Comedy Series, Outstanding Supporting Actress in a Comedy Series and Outstanding Guest Actress in a Comedy Series (the latter was for Aduba's recurring role in season one, as she was promoted to series regular for the show's second season).<ref>{{cite news |url=https://bgr.com/general/netflix-2014-emmy-nominations/ |title=Netflix just scored a remarkable 31 Emmy nominations |first=Brad |last=Reed |work=Boy Genius Report |date=July 10, 2014 |url-status=live |archive-url=https://web.archive.org/web/20140713020309/http://bgr.com/2014/07/10/netflix-2014-emmy-nominations/ |archive-date=July 13, 2014}}</ref>

Netflix got the largest share of 2016 Emmy Award nominations, with 16 major nominations. However, streaming shows only got 24 nominations out of a total of 139, falling significantly behind cable. The 16 Netflix nominees were: ''House of Cards'' with Kevin Spacey, ''A Very Murray Christmas'' with Bill Murray, ''Unbreakable Kimmy Schmidt'', ''Master of None'', and ''Bloodline''.<ref>{{Cite news |url=https://www.hollywoodreporter.com/tv/tv-news/emmys-2016-netflix-leads-streaming-911095/ |title=Emmys: Netflix Leads Streaming Nominations as Crackle Breaks Through With Jerry Seinfeld Coup |first=NATALIE |last=JARVEY |work=The Hollywood Reporter |date=July 14, 2016}}</ref>

''Stranger Things'' received 19 nominations at the 2017 Primetime Emmy Awards, while ''The Crown'' received 13 nominations.<ref>{{cite news |url=https://www.polygon.com/tv/2017/7/13/15965444/emmy-nominations-2017-westworld-stranger-things |title=Westworld, Stranger Things lead 2017 Emmy nominations |last=Sarkar |first=Samit |website=Polygon |date=July 13, 2017 |url-status=live |archive-url=https://web.archive.org/web/20170914220125/https://www.polygon.com/tv/2017/7/13/15965444/emmy-nominations-2017-westworld-stranger-things |archive-date=September 14, 2017}}</ref>

In December 2017, Netflix was awarded PETA's Company of the Year for promoting animal rights movies and documentaries like ''Forks Over Knives'' and ''What the Health''.<ref>{{Cite press release |url=https://www.peta.org/media/news-releases/netflix-nets-petas-2017-company-year-award/ |title=Netflix Nets PETA's 2017 'Company of the Year' Award |publisher=PETA |date=December 13, 2017 |access-date=October 29, 2021 |archive-date=September 10, 2024 |archive-url=https://web.archive.org/web/20240910172904/https://www.peta.org/media/news-releases/netflix-nets-petas-2017-company-year-award/ |url-status=dead }}</ref><ref>{{Cite news |url=https://deadline.com/2017/12/netflix-peta-company-of-year-2017-1202226312/ |title=Netflix Named PETA's 2017 Company Of Year |first=Lisa |last=de Moraes |work=Deadline Hollywood |date=December 13, 2017}}</ref>

At the 90th Academy Awards, held on March 4, 2018, the film ''Icarus'', distributed by Netflix, won its first Academy Award for Best Documentary Feature Film. During his remarks backstage, director and writer Bryan Fogel remarked that Netflix had "single-handedly changed the documentary world." ''Icarus'' had its premiere at the 2017 Sundance Film Festival and was bought by Netflix for $5 million, one of the biggest deals ever for a non-fiction film.<ref>{{Cite news |url=https://variety.com/2017/film/news/sundance-icarus-russian-doping-1201968509/ |title=Sundance: Netflix Lands Russian Doping Documentary 'Icarus' (EXCLUSIVE) |last2=Setoodeh |first1=Brent |last1=Lang |first2=Ramin |work=Variety |date=January 24, 2017}}</ref> Netflix became the network whose programs received more nomination at the 2018 Primetime and Creative Arts Emmy Awards with 112 nominations, therefore breaking HBO's 17-years record as a network whose programs received more nomination at the Emmys, which received 108 nominations.<ref>{{Cite news |url=https://www.theatlantic.com/entertainment/archive/2018/07/emmy-nominations-2018-netflix-hbo/565046/ |title=Emmys Nominations 2018: Netflix Takes Over |last=Gilbert |first=Sophie |work=The Atlantic |date=July 12, 2018}}</ref><ref name=":0">{{Cite magazine |url=https://ew.com/emmys/2018/07/12/netflix-vs-hbo-emmy/ |title=How Netflix beat HBO in Emmy nominations for first time ever |first=James |last=Hibberd |magazine=Entertainment Weekly |date=July 12, 2018}}</ref>

On January 22, 2019, films distributed by Netflix scored 15 nominations for the 91st Academy Awards, including Academy Award for Best Picture for Alfonso Cuarón's ''Roma'', which was nominated for 10 awards.<ref>{{cite news |title=Oscars: Netflix Takes On Hollywood Studios With 15 Noms |url=https://www.hollywoodreporter.com/news/oscars-2019-netflix-now-competing-hollywood-studios-1177822 |last=McClintock |first=Pamela |website=The Hollywood Reporter |date=January 22, 2019}}</ref> The 15 nominations equal the total nominations films distributed by Netflix had received in previous years.

In 2020, Netflix received 20 TV nominations and films distributed by Netflix also got 22 film nominations at the 78th Golden Globe Awards. It secured three out of the five nominations for best drama TV series for ''The Crown'', ''Ozark'' and ''Ratched'' and four of the five nominations for best actress in a TV series: Olivia Colman, Emma Corrin, Laura Linney and Sarah Paulson.<ref>{{Cite news |last=Napoli |first=Jessica |title=Netflix dominates Golden Globe awards with over 40 nominations |work=Fox Business |url=https://www.foxbusiness.com/lifestyle/netflix-dominates-golden-globe-awards-nominations |date=February 4, 2021}}</ref><ref>{{cite news |title='Mank' leads Golden Globe nominees with 6; Netflix dominates |url=https://apnews.com/article/golden-globe-nominations-2021-0e5be6d70f02b936b0a5025bb026e761 |first=JAKE |last=COYLE |work=Associated Press News |date=February 3, 2021}}</ref>

In 2020, Netflix earned 24 Academy Award nominations, marking the first time a streaming service led all studios.<ref>{{cite web |url=https://www.cnbc.com/2020/01/13/oscars-2020-netflix-leads-oscar-nominations-with-24-nods.html |title=Netflix Leads Oscar Nominations with 24 Nods |publisher=CNBC |date=January 13, 2020 |access-date=December 30, 2022}}</ref>

Films and programs distributed by Netflix received 30 nominations at the 2021 Screen Actors Guild Awards, more than any other distribution company, where its distributed films and programs won seven awards including best motion picture for ''The Trial of the Chicago 7'' and best TV drama for ''The Crown''.<ref>{{Cite news |title=Netflix leads the pack at the SAG Awards with 30 nominations |url=https://www.engadget.com/screen-actors-guild-nominations-netflix-chadwick-boseman-181321198.html |work=Engadget |date=February 4, 2021}}</ref><ref>{{Cite news |url=https://variety.com/2021/film/news/sag-awards-2021-netflix-the-crown-trial-of-the-chicago-7-ma-raineys-black-bottom-1234944064/ |title=SAG Awards: Netflix Wins Big During Pandemic Year With 'The Crown,' 'Chicago 7' and 'Ma Rainey' |first=Elizabeth |last=Wagmeister |work=Variety |date=April 4, 2021}}</ref> Netflix also received the most nominations of any studio at the 93rd Academy Awards—35 total nominations with 7 award wins.<ref>{{cite web |title=THE 93RD ACADEMY AWARDS |date=March 19, 2024 |url=https://www.oscars.org/oscars/ceremonies/2021 |publisher=Academy of Motion Picture Arts and Sciences }}</ref><ref>{{Cite news |url=https://www.cnbc.com/2021/04/26/netflix-snags-7-awards-nearly-doubling-its-all-time-oscars-tally-.html |title=Netflix snags 7 awards, nearly doubling its all-time Oscars tally |first=Sarah |last=Whitten |publisher=CNBC |date=April 26, 2021}}</ref>

In February 2022, ''The Power of the Dog'', a gritty western distributed by Netflix and directed by Jane Campion, received 12 nominations, including Best Picture, for the 94th annual Academy Awards. Films distributed by the streamer received a total of 72 nominations.<ref>{{cite news |last1=Gruenwedel |first1=Erik |title=Netflix's 'The Power of the Dog' Leads 2022 Academy Awards Race With 12 Nominations |url=https://www.mediaplaynews.com/netflixs-the-power-of-the-dog-leads-2022-academy-awards-with-12-nominations/ |access-date=February 9, 2022 |work=Media Play News |date=February 8, 2022}}</ref> Campion became the third female to receive the Best Director award, winning her second Oscar for ''The Power of the Dog''.<ref>{{cite web |url=https://www.theguardian.com/film/2022/mar/28/jane-campion-wins-best-director-oscar-for-the-power-of-the-dog |title=Jane Campion wins best director Oscar for The Power of the Dog |work=The Guardian |author=Pulver, Andrew |date=March 27, 2022}}</ref> At the 50th International Emmy Awards, Netflix original ''Sex Education'' won Best Comedy Series.<ref>{{cite web |url=https://variety.com/2022/awards/awards/international-emmy-winners-2022-1235438691/ |title=International Emmys 2022: The Complete Winners List |work=Variety |date=November 22, 2022 |access-date=November 23, 2022}}</ref> Later that year, Netflix received 26 Emmy Awards including six for ''Squid Game''. The ''Squid Game'' wins for Outstanding Lead Actor in a Drama Series and Outstanding Directing for a Drama Series were the first-ever for a non-English language series in those categories.<ref>{{cite web |url=https://www.vanityfair.com/hollywood/2022/09/emmys-2022-winners-list |title=Emmys 2022 Winners: See the Full List Here |publisher=Variety Fair |date=September 13, 2022 |author=Kase Wickman}}</ref>

In March 2023, Netflix won six Academy Awards including four for ''All Quiet on the Western Front'' which was the most awarded Netflix film in its history. ''Guillermo del Toro's Pinocchio'' was the first streaming film to win Best Animated Feature and ''The Elephant Whisperers'' was the first Indian-produced film to receive Best Documentary Short Film.<ref>{{cite web |url=https://www.cnbc.com/2023/03/12/oscars-highlights-complete-list-of-winners.html |title=Oscar 2023: 'Everything Everywhere All at Once' wins best picture, six other awards |publisher=CNBC |date=March 13, 2023 |author1=Sarah Whitten |author2=Mike Calia}}</ref> Netflix received 103 Emmy nominations including 13 each for the limited series ''Beef'''' and Dahmer – Monster: The Jeffrey Dahmer Story.''<ref>{{cite web |url=https://variety.com/2023/tv/news/2023-emmy-nominations-list-1235666521/ |title=Emmys 2023: The Complete Nominations List |work=Variety |date=July 12, 2023 |author1=Jordan Moreau |author2=Michael Schneider}}</ref>

In July 2024, Netflix received 107 Emmy nominations, which was the most of any network.<ref>{{Cite web |last=Littleton |first=Cynthia |date=July 17, 2024 |title=Emmy Nominations 2024 Scorecard: Netflix on Top, FX Makes History and Apple TV+ Packs a Punch |url=https://variety.com/2024/tv/awards/emmy-nominations-scorecard-netflix-fx-apple-1236075601/ |access-date=August 8, 2024 |website=Variety |language=en-US}}</ref>

In January 2025, Netflix received 18 Academy Award nominations across six titles—the most of any studio.<ref>{{cite web |title='Emilia Pérez' scores most nominations with 13, followed by 10 each for 'The Brutalist,' 'Wicked.' |url=https://www.gema.org/news/netflix-leads-oscar-nominations-with-18 |website=Gema |access-date=February 14, 2025}}</ref> Thirteen of those nominations belonged to the musical crime drama ''Emilia Pérez,'' making it the most nominated film of the year and the most nominated non-English language film in Academy history. ''Emilia Pérez'' ultimately won an award for Best Original Song for "El Mal" and Zoe Saldaña was awarded Best Supporting Actress. Other Netflix films recognized with nominations were ''The Only Girl in the Orchestra,'' which took home the award for Best Documentary Short, Pablo Larraín's ''Maria'', Tyler Perry's ''The Six Triple Eight,'' animated feature ''Wallace & Gromit: Vengeance Most Fowl,'' and live-action short film ''Anuja.''<ref>{{Cite news |title=6 Oscar-Nominated Movies You Can Watch on Netflix Right Now |url=https://www.netflix.com/tudum/articles/oscar-nominations-2025 |archive-url=https://web.archive.org/web/20250723214001/https://www.netflix.com/tudum/articles/oscar-nominations-2025 |archive-date=July 23, 2025 |access-date=August 4, 2025 |work=Netflix Tudum |language=en |url-status=live }}</ref>

In July 2025, Netflix received 120 Emmy nominations, including 13 nods for ''Adolescence'', 11 for ''Monsters: The Lyle and Erik Menendez Story'' and 10 for ''Black Mirror''.<ref>{{cite web |url=https://www.nytimes.com/2025/07/15/arts/television/emmy-nominees-list-2025.html |title=Emmy Nominees 2025: The Complete List |date=July 15, 2025 |website=Harvard Business Review |access-date=October 5, 2025}}</ref> It won 30, including eight for Outstanding Limited or Anthology Series winner ''Adolescence''. The show's star, Owen Cooper, was the youngest Emmy winner ever in any male acting category at 15 years old.<ref>{{cite web |url=https://deadline.com/2025/09/emmy-analysis-the-studio-adolescence-the-pitt-hbo-netflix-1236531341/ |title=Emmy Analysis & Scorecards: 'The Studio' Breaks Emmy Record, HBO Max & Netflix Share Honors And Apple Lands Best-Ever Awards Haul |last1=White |first1=Peter |date=September 15, 2025 |website=Deadline |access-date=October 5, 2025}}</ref><ref>{{cite web |url=https://www.hollywoodreporter.com/tv/tv-news/adolescence-star-owen-cooper-emmys-win-record-breaker-1236369134/ |title='Adolescence' Star Owen Cooper Makes Emmys History as Youngest-Ever Male Winner in Any Acting Category |last1=Ford |first1=Lily |date=September 15, 2025 |website=The Hollywood Reporter |access-date=October 5, 2025}}</ref>

In January 2026, Netflix received 17 Academy Award nominations across six titles. These included Guillermo del Toro’s ''Frankenstein'' with nine nominations (Best Picture, Best Supporting Actor, Best Original Score, Best Cinematography, Best Makeup and Hairstyling, Best Costume Design, Best Adapted Screenplay, Best Production Design, Best Sound)'','' Clint Bentley’s ''Train Dreams'' with four nominations (Best Picture, Best Adapted Screenplay, Best Cinematography, Best Original Song)'','' ''The Perfect Neighbor'' for Best Documentary, ''KPop Demon Hunters'' for Best Animated Feature, as well as two short films: ''The Singers'' and ''All the Empty Rooms,<ref>{{Cite web |last=Tingley |first=Anna |date=2026-01-27 |title=Oscars Streaming Guide: Where to Stream This Year's Feature Film Nominees |url=https://variety.com/lists/where-to-stream-2026-oscar-nominated-films-online/ |access-date=2026-03-15 |website=Variety |language=en-US}}</ref>'' nominated for Live Action Short Film<ref>{{Cite web |date=2026-02-26 |title=AwardsWatch - A Guide to the 2026 Oscar-Nominated Live Action Short Films |url=https://awardswatch.com/a-guide-to-the-2026-oscar-nominated-live-action-short-films/ |access-date=2026-03-15 |website=AwardsWatch |language=en-US}}</ref> and Documentary Short Film,<ref>{{Cite web |last=Davis |first=Clayton |date=2026-03-09 |title=Final Oscar Predictions: Documentary Short — Can ‘All the Empty Rooms’ Hold Off ‘The Devil Is Busy’ and ‘Children No More’? |url=https://variety.com/lists/2026-oscars-best-documentary-short-film-predictions/ |access-date=2026-03-15 |website=Variety |language=en-US}}</ref> respectively.

== Criticism == {{Main|Criticism of Netflix}}

thumb|upright|In 2024, Netflix discontinued its cheapest ad-free Basic plan. Users who were on the plan would have to pay extra for the next cheapest ad-free plan.

Customers of Netflix have complained about price increases in Netflix offerings dating back to the company's decision to separate its DVD rental and streaming services, which was quickly reversed. As Netflix increased its streaming output, it has faced calls to limit accessibility to graphic violence and include viewer advisories for issues such as sensationalism and promotion of pseudoscience. Netflix's content has also been criticized by disability rights movement advocates for lack of closed captioning quality.<ref>{{Cite news |url=https://www.bbc.com/news/entertainment-arts-44643667 |title=Queer Eye host backs Netflix subtitle change |last=Cooper |first=Kelly-Leigh |work=BBC News |date=June 29, 2018 |access-date=July 8, 2019}}</ref> The launch of ad-supported plans has also been criticized by some subscribers as undermining Netflix's once ad-free experience.<ref>{{Cite web |last=Feiner |first=Lauren |date=July 5, 2019 |title=Netflix could lose almost a quarter of its subscribers if it started running ads, study shows |url=https://www.cnbc.com/2019/07/05/netflix-users-dont-want-ads-23percent-would-consider-canceling-report.html |access-date=February 5, 2026 |publisher=CNBC |language=en}}</ref>

Some media organizations and competitors have criticized Netflix for selectively releasing ratings and viewer numbers of its original programming. The company has made claims boasting about viewership records without providing data to substantiate its successes or using problematic estimation methods.<ref>{{cite web |url=https://www.theverge.com/2019/4/17/18412309/netflix-transparency-data-viewers-ratings-subscribers-bird-box-numbers |title=Netflix execs say they'll finally start releasing viewership data soon |work=The Verge |date=April 17, 2019 |access-date=June 2, 2019}}</ref> In March 2020, some government agencies called for Netflix and other streamers to limit services due to increased broadband and energy consumption as use of the platform increased. In response, the company announced it would reduce bit rate across all streams in Europe, thus decreasing Netflix traffic on European networks by around 25%. These same steps were later taken in India.<ref>{{cite web |title=Netflix finds way to maintain streaming quality in India despite heavy traffic |url=https://www.livemint.com/news/india/netflix-finds-new-way-to-maintain-video-quality-in-india-despite-heavy-traffic-11585030451775.html |website=Livemint |date=March 24, 2020 |access-date=May 17, 2023}}</ref>

Netflix played a major role in changing how audiences watch television by encouraging binge-watching, in which viewers watch multiple episodes of a series in one sitting. The company’s practice of releasing entire seasons of original shows at once differed from the traditional weekly television schedule. Netflix also contributed to the decline of cable television by making streaming more popular and increasing demand for original online content.<ref>{{Cite web |title=Topic: Netflix |url=https://www.statista.com/topics/842/netflix/ |access-date=2026-03-29 |website=Statista |language=en}}</ref>

In May 2022, Netflix's shareholder Imperium Irrevocable Trust filed a lawsuit against the company for violating the US securities laws.<ref>{{cite web |title=Netflix Hit With Shareholder Lawsuit After Disclosing Subscriber Loss |url=https://www.hollywoodreporter.com/business/business-news/netflix-hit-with-shareholder-lawsuit-after-disclosing-subscriber-loss-1235140743/ |website=The Hollywood Reporter |last=Cho |first=Winston |date=May 4, 2022}}</ref> In January 2024, a federal judge dismissed the suit, stating that shareholders failed to provide instances of Netflix lying about subscriber growth.<ref>{{cite web |last1=Cho |first1=Winston |title=Netflix Staves Off Shareholder Lawsuit Over Subscriber Losses Tied to Account-Sharing Disclosures |url=https://www.hollywoodreporter.com/business/business-news/netflix-staves-off-shareholder-lawsuit-over-subscriber-losses-1235782591/ |website=The Hollywood Reporter |access-date=July 29, 2024 |date=January 8, 2024}}</ref>

In May 2023, Netflix officially banned the use of password sharing between individuals of different households, meaning sharing an account was only available to those living in the same house.<ref name="password sharing">{{Cite web |first1=Hamish|last1=Hector|first2=Mark |last2=Wilson|first3=Chris |last3=Rowlands |date=February 11, 2023 |title=Netflix password-sharing: how the crackdown works and what it costs |url=https://www.techradar.com/news/netflix-password-sharing |access-date=August 21, 2024 |website=TechRadar |language=en}}</ref><ref>{{Cite web |author1=Tom Power |date=May 24, 2023 |title=Netflix's global password crackdown is off to a terrible start |url=https://www.techradar.com/news/netflixs-massive-password-crackdown-expansion-is-off-to-a-terrible-start |access-date=August 21, 2024 |website=TechRadar |language=en}}</ref> After reporting a record number of new subscribers in Q4 2024, Netflix raised prices in early 2025, and again in March 2026.<ref>{{cite web |title=Netflix raises monthly fees after a record jump in new subscribers |url=https://www.npr.org/2025/01/22/g-s1-44212/netflix-price-hike-subscribers#:~:text=Netflix%20raises%20monthly%20fees%20after%20a%20record%20jump%20in%20new%20subscribers&text=First%2C%20the%20good%20news.,sports%20events%20and%20new%20programs. |publisher=NPR | date=January 22, 2025 |access-date=February 17, 2025 | last1=Restrepo | first1=Manuela López }}</ref>

==See also== * List of streaming media services

== References == {{reflist}}

== Further reading == {{refbegin}} * {{cite book |last=Hastings |first=Reed |year=2020 |title=No Rules Rules: Netflix and the Culture of Reinvention |isbn=978-1-984877-86-4 |publisher=Penguin Press}} * {{cite book |last1=McDonald |first1=Kevin |last2=Smith-Rowsey |first2=Daniel |date=2016 |title=The Netflix Effect: Technology and Entertainment in the 21st Century |edition=1st |publisher=Bloomsbury Academic & Professional |isbn=978-1-5013-0944-1}} {{refend}}

== External links == {{Commons category|Netflix}} {{Wikiquote|Netflix}} {{Wikidata property|P1874}} * {{Official website}}

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