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It continues the trend of innovation and remains an important player in the entertainment and media sector. Over the years, the company has been successfully adapting to new consumer demands and changing technologies. Continued success of the media service is supported by the popularity of its shows, including Stranger Things, Orange is the New Black, House of Cards and many others. Netflix has produced more than 300 original content titles and this number is constantly growing. The company’s major competitive edge is its massive pool of original content. Netflix's major rivals, occupying significant share of the market, are Amazon Prime Video and Hulu. Today, the SVoD (subscription video on-demand) industry is in the middle of the so-called “streaming wars”. Despite the international exposure, the United States remains the number-one market with more than 60 million Netflix subscribers. According to, the service is used by 37 per cent of all internet users globally. The number of Netflix subscribers has grown proportionately, from 22 million in 2011 to almost 150 million in 2019.

It started the transition to a subscription video-on-demand business model, which resulted in an annual revenue growth from $1.36bn to $15.8bn in 10 years. In 2007, the company was at the forefront of streaming technology. From a DVD-by-mail service Netflix has grown into the most influential media and entertainment giant.

Netflix stock price history 2011