Case
Reflection paper
- Module
- 726N1
- Institution
- University Of Sussex (UoS)
It shows how Netflix has expanded its business and operations in Asia. What all strategies has it used and how did it gain the hold of the market.
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SP JAIN SCHOOL OF GLOBAL MANAGEMENTReflection Paper on
Netflix in India
Submitted to Prof. Dr. Haico Ebbers
Date: 5 November 2019 Devansh Mahendra Kumbhat
MGB Section A MS19CMM060
Page 1 of 11
, Introduction
Netflix has been leading the way for digital content since 1997. It has been the streaming titan ever
since. Headquartered in California, USA, it is currently the world’s leading entertainment service
with over 158 million paid memberships in over 190 countries. Members can watch award-winning
TV series, documentaries and feature films across a wide variety of genres and languages. They can
enjoy uninterrupted services anytime, anywhere without commercials or commitments.
Netflix was founded in 1997 by Hastings and Randolph. It offered movie rentals over the internet.
Eventually, it led to netlfix.com in 1998 which primarily focused on DVD rentals and sales. The
immediately succeeding year, the company added a subscription service which allowed customers to
rent unlimited DVDs for a monthly rate. Things started to shape in 2000 when Netflix offered
recommendations systems that used ratings of members to predict choices. Going public in 2002,
Netflix grew slowly but steadily. It hit 4.2 million members by the end of 2005. Worth less than $2 a
share in the beginning, the stock price leaped to $8 a share by 2009 and rest is history. The share
prices have climbed astronomically and reached a massive $411 at one point in time. The revenue
and share prices of Netflix Inc. rose constantly since 2005 up to 2018.
The changing point for Netflix Inc. was when they introduced streaming in 2007. The fact that
members could watch online content instantly was a game changer in itself. The reverberations from
this change are still being felt today, as more content is based on the ability to watch it as you want,
rather than watching it when it airs at a specific time. The company started to work with electronics
companies in 2009 to get Netflix on smart TVs and consoles for gaming. In 2012, Netflix Inc. launched
‘Netflix Originals’ series in the form of House of Cards and Orange is the new black. By 2016, Netflix
Page 2 of 11
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