Netflix

== History ==

{{anchor|Founding and establishment}}
{{For timeline|Timeline of Netflix}}
{{multiple image|direction=vertical|image_style=border:none;|header=Netflix logo history|align=right
| image1            = Netflix first logo.svg
| caption1          = First logo, used from 1996 to 2000
| image2            = Netflix (2000).svg
| caption2          = Second logo, used from 2000 to 2001
| image3            = Netflix logo.svg
| caption3          = Third logo, used from 2001 to 2014
| image4            = Netflix 2015 logo.svg
| caption4          = Fourth and current logo, used since 2014
}}

=== Launch as a mail-based rental business (1997–2006) ===
[[File:Marc Randolph by Gage Skidmore.jpg|right|thumb|Marc Randolph, co-founder of Netflix and the first CEO of the company]]
[[File:Reed Hastings, Web 2.0 Conference.jpg|right|thumb|Reed Hastings, co-founder and Executive Chairman]]
Netflix was founded by [[Marc Randolph]] and [[Reed Hastings]] on August 29, 1997, in [[Scotts Valley, California]]. Hastings, a computer scientist and mathematician, was a co-founder of [[Pure Software]], which was acquired by [[Rational Software]] that year for $750&nbsp;million, the then biggest acquisition in [[Silicon Valley]] history.<ref>{{cite news |url=https://www.inc.com/magazine/20051201/qa-hastings.html |title=How I Did It: Reed Hastings, Netflix |first=Reed |last=Hastings |author-link=Reed Hastings |work=[[Inc. (magazine)|Inc.]] |date=December 1, 2005 |access-date=September 11, 2021 |archive-date=June 19, 2020 |archive-url=https://web.archive.org/web/20200619014719/https://www.inc.com/magazine/20051201/qa-hastings.html |url-status=live}}</ref> Randolph had worked as a marketing director for [[Pure Software]] after Pure Atria acquired a company where Randolph worked. He was previously a co-founder of [[MicroWarehouse]], a computer mail-order company, as well as vice president of marketing for [[Borland]].<ref name="started">{{cite news |url=https://www.bizjournals.com/sanjose/news/2014/01/08/netflixs-first-ceo-on-reed-hastings.html |title=Netflix's first CEO on Reed Hastings and how the company really got started Executive of the Year 2013 |first=Jon |last=Xavier |work=[[American City Business Journals]] |date=January 9, 2014 |access-date=September 11, 2021 |archive-date=January 14, 2021 |archive-url=https://web.archive.org/web/20210114192703/https://www.bizjournals.com/sanjose/news/2014/01/08/netflixs-first-ceo-on-reed-hastings.html |url-status=live}}</ref><ref>{{Cite news |url=https://www.nytimes.com/2019/09/15/business/media/netflix-chief-executive-reed-hastings-marc-randolph.html |archive-url=https://web.archive.org/web/20190915210802/https://www.nytimes.com/2019/09/15/business/media/netflix-chief-executive-reed-hastings-marc-randolph.html |archive-date=September 15, 2019 |url-access=subscription |url-status=live |title=Long Before 'Netflix and Chill,' He Was the Netflix C.E.O. |first=Nicole |last=Sperling |work=[[The New York Times]] |date=September 15, 2019}}</ref> Hastings and Randolph came up with the idea for Netflix while [[carpool]]ing between their homes in [[Santa Cruz, California]], and Pure Atria's headquarters in Sunnyvale.<ref name="Netflixed">{{Cite book |url=https://books.google.com/books?id=sodDcL2yhsIC |title=Netflixed: The Epic Battle for America's Eyeballs |last=Keating |first=Gina |publisher=[[Penguin Books]] |date=October 11, 2012 |isbn=978-1-101-60143-3 |access-date=September 30, 2021 |archive-date=December 18, 2023 |archive-url=https://web.archive.org/web/20231218083417/https://books.google.com/books?id=sodDcL2yhsIC |url-status=live }}</ref> [[Patty McCord]], later head of [[human resources]] at Netflix, was also in the carpool group.<ref>{{cite news |url=https://www.cnbc.com/2017/05/23/netflix-ceo-reed-hastings-on-how-the-company-was-born.html |title=Reed Hastings' story about the founding of Netflix has changed several times |first=Michelle |last=Castillo |date=May 23, 2017 |url-status=live |archive-url=https://web.archive.org/web/20171102211235/https://www.cnbc.com/2017/05/23/netflix-ceo-reed-hastings-on-how-the-company-was-born.html |archive-date=November 2, 2017}}</ref> Randolph admired [[Amazon (company)|Amazon]] and wanted to find a large category of portable items to sell over the [[Internet]] using a similar model. Hastings and Randolph considered and rejected selling and renting [[VHS]] as too expensive to stock and too delicate to ship.<ref name="started" /> When they heard about DVDs, first introduced in the United States in early 1997, they tested the concept of selling or renting DVDs by mail by mailing a compact disc to Hastings's house in Santa Cruz.<ref name="started" /> When the disc arrived intact, they decided to enter the $16&nbsp;billion [[Home video|Home-video]] sales and rental industry.<ref name="started" /><ref name="Netflixed" /> Hastings is often quoted saying that he decided to start Netflix after being fined $40 at a Blockbuster store for being late to return a copy of [[Apollo 13 (film)|''Apollo 13'']].<ref name="Netflixed" /> Hastings invested $2.5&nbsp;million into Netflix from the sale of Pure Atria.<ref>{{cite news |url=https://money.cnn.com/magazines/fsb/fsb_archive/2002/12/01/333870/ |title=The Great Race No startup has cashed in on the DVD's rapid growth more than Netflix. Now Blockbuster and Wal-Mart want in. Can it outrun its big rivals? |first=Alan |last=Cohen |publisher=[[CNN]] |date=December 1, 2002 |access-date=September 11, 2021 |archive-date=July 12, 2023 |archive-url=https://web.archive.org/web/20230712121536/https://money.cnn.com/magazines/fsb/fsb_archive/2002/12/01/333870/ |url-status=live}}</ref><ref name="Netflixed" /> Netflix launched as the first DVD rental and sales website with 30 employees and 925 titles available—nearly all DVDs published.<ref name="Netflixed" /><ref>{{Cite news |url=https://qz.com/1248806/early-images-of-netflix-com-show-how-far-the-service-has-come-in-its-20-years/ |title=Early images of Netflix.com show how far the service has come in its 20 years |first=Ashley |last=Rodriguez |work=[[Quartz (publication)|Quartz]] |date=April 14, 2018 |access-date=September 11, 2021 |archive-date=May 25, 2023 |archive-url=https://web.archive.org/web/20230525163354/https://qz.com/1248806/early-images-of-netflix-com-show-how-far-the-service-has-come-in-its-20-years |url-status=live}}</ref><ref>{{Cite news |url=https://www.wired.com/story/netflix-20th-anniversary/ |title=Netflix Is Turning 20—But Its Birthday Doesn't Matter |first1=Brian |last1=Barrett |first2=Jason |last2=Parham |first3=Brian |last3=Raftery |first4=Peter |last4=Rubin |first5=Angela |last5=Watercutter |magazine=[[Wired (magazine)|Wired]] |date=August 29, 2017 |url-access=limited |access-date=September 11, 2021 |archive-date=November 25, 2023 |archive-url=https://web.archive.org/web/20231125053447/https://www.wired.com/story/netflix-20th-anniversary/ |url-status=live}}</ref> Randolph and Hastings met with [[Jeff Bezos]], where [[Amazon (company)|Amazon]] offered to acquire Netflix for between $14 and $16 million. Fearing competition from Amazon, Randolph at first thought the offer was fair, but Hastings, who owned 70% of the company, turned it down on the plane ride home.<ref name=chaos>{{Cite news |url=https://www.forbes.com/sites/hayleycuccinello/2019/09/17/netflix-cofounder-marc-randolph-memoir/ |title=Netflix Cofounder Marc Randolph On Why He Left, Becoming A Mentor And His Love Of Chaos |first=Hayley C. |last=Cuccinello |work=[[Forbes]] |date=September 17, 2019 |url-access=limited |access-date=September 11, 2021 |archive-date=June 1, 2023 |archive-url=https://web.archive.org/web/20230601140103/https://www.forbes.com/sites/hayleycuccinello/2019/09/17/netflix-cofounder-marc-randolph-memoir/ |url-status=live}}</ref><ref>{{Cite news |url=https://www.cnbc.com/2019/09/21/why-netflix-co-founders-turned-down-jeff-bezos-to-buy-it.html |title=Why Netflix co-founders turned down Jeff Bezos' offer to buy the company |first=Jade |last=Scipioni |publisher=[[CNBC]] |date=September 21, 2019 |access-date=September 11, 2021 |archive-date=April 25, 2023 |archive-url=https://web.archive.org/web/20230425235637/https://www.cnbc.com/2019/09/21/why-netflix-co-founders-turned-down-jeff-bezos-to-buy-it.html |url-status=live}}</ref>

Initially, 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 (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> The per-rental model was dropped by early 2000, allowing the company to focus on the business model of flat-fee unlimited rentals without due dates, late fees, shipping and handling fees, or per-title rental fees.<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 September 2000, during the [[dot-com bubble]], while Netflix was suffering losses, Hastings and Randolph offered to sell the company to [[Blockbuster (retailer)|Blockbuster]] for $50 million. [[John Antioco]], CEO of Blockbuster, thought the offer was a joke and declined, saying, "The dot-com hysteria is completely overblown."<ref>{{Cite news |url=https://www.businessinsider.com/blockbuster-ceo-passed-up-chance-to-buy-netflix-for-50-million-2015-7 |title=Blockbuster's CEO once passed up a chance to buy Netflix for only $50 million |first=Celena |last=Chong |work=[[Business Insider]] |date=July 17, 2015 |access-date=September 11, 2021 |archive-date=June 27, 2023 |archive-url=https://web.archive.org/web/20230627005503/https://www.businessinsider.com/blockbuster-ceo-passed-up-chance-to-buy-netflix-for-50-million-2015-7 |url-status=live}}</ref><ref>{{Cite news |url=https://www.inc.com/minda-zetlin/netflix-blockbuster-meeting-marc-randolph-reed-hastings-john-antioco.html |title=Blockbuster Could Have Bought Netflix for $50 Million, but the CEO Thought It Was a Joke |first=MINDA |last=ZETLIN |work=[[Inc. (magazine)|Inc.]] |date=September 20, 2019 |access-date=September 11, 2021 |archive-date=November 16, 2023 |archive-url=https://web.archive.org/web/20231116111041/https://www.inc.com/minda-zetlin/netflix-blockbuster-meeting-marc-randolph-reed-hastings-john-antioco.html |url-status=live}}</ref> While Netflix experienced fast growth in early 2001, the continued effects of the dot-com bubble collapse and the [[September 11 attacks]] caused the company to hold off plans for its [[initial public offering]] (IPO) and to lay off one-third of its 120 employees.<ref>{{cite news |url=https://www.fastcompany.com/3056662/she-created-netflixs-culture-and-it-ultimately-got-her-fired |title=She Created Netflix's Culture And It Ultimately Got Her Fired |first=Vivian |last=Giang |work=[[Fast Company]] |date=February 17, 2016 |access-date=September 11, 2021 |archive-date=July 12, 2023 |archive-url=https://web.archive.org/web/20230712123010/https://www.fastcompany.com/3056662/she-created-netflixs-culture-and-it-ultimately-got-her-fired |url-status=live}}</ref>

[[File:Netflixenvelope.jpg|thumb|Opened Netflix rental envelope containing a DVD copy of ''[[Coach Carter]]'' (2005)|left|250x250px]]
DVD players were a popular gift for holiday sales in late 2001, and demand for DVD subscription services were "growing like crazy", according to chief talent officer [[Patty McCord]].<ref>{{Cite news |url=https://hbr.org/2014/01/how-netflix-reinvented-hr |title=How Netflix Reinvented HR |first=Patty |last=McCord |author-link=Patty McCord |work=[[Harvard Business Review]] |date=September 2014 |access-date=March 28, 2018 |archive-date=May 4, 2020 |archive-url=https://web.archive.org/web/20200504235956/https://hbr.org/2014/01/how-netflix-reinvented-hr |url-status=live}}</ref> The company went [[public company|public]] on May 23, 2002, selling 5.5&nbsp;million shares of [[common stock]] at US$15.00 per share.<ref>{{Cite press release |url=https://ir.netflix.net/investor-news-and-events/financial-releases/press-release-details/2002/Netflix-Announces-Initial-Public-Offering/default.aspx |title=Netflix Announces Initial Public Offering |date=May 22, 2002 |access-date=September 9, 2021 |archive-date=September 9, 2021 |archive-url=https://web.archive.org/web/20210909005749/https://ir.netflix.net/investor-news-and-events/financial-releases/press-release-details/2002/Netflix-Announces-Initial-Public-Offering/default.aspx |url-status=live}}</ref> In 2003, Netflix was issued a patent by the U.S. Patent & Trademark Office to cover its subscription rental service and several extensions.<ref>{{Cite web |url=https://www.cnet.com/culture/netflix-sews-up-rental-patent/ |title=Netflix sews up rental patent |first=Jim |last=Hu |publisher=CNET |date=June 24, 2003 |access-date=December 11, 2023 |archive-date=August 14, 2023 |archive-url=https://web.archive.org/web/20230814075206/https://www.cnet.com/culture/netflix-sews-up-rental-patent/ |url-status=live}}</ref> Netflix posted its first profit in 2003, earning $6.5 million on revenues of $272 million; by 2004, profit had increased to $49 million on over $500 million in revenues.<ref name="nbcnews lowersubs 2007">{{cite news |url=https://www.nbcnews.com/id/wbna19902836 |title=Netflix lowers its online DVD rental fees |agency=[[Associated Press]] |via=[[NBC News]] |date=July 22, 2007 |access-date=October 11, 2021 |archive-date=October 26, 2021 |archive-url=https://web.archive.org/web/20211026120159/https://www.nbcnews.com/id/wbna19902836 |url-status=live}}</ref> In 2005, 35,000 different films were available, and Netflix shipped 1&nbsp;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>

In 2004, Blockbuster introduced a DVD rental service, which not only allowed users to check out titles through online sites but allowed for them to return them at [[Brick and mortar|brick and-mortar]] stores.<ref name="cnbc blockbuster war" /> By 2006, Blockbuster's service reached two million users, and while trailing Netflix's subscriber count, was drawing business away from Netflix. Netflix lowered fees in 2007.<ref name="nbcnews lowersubs 2007" /> While it was an [[urban legend]] that Netflix ultimately "killed" Blockbuster in the DVD rental market, Blockbuster's debt load and internal disagreements hurt the company.<ref name="cnbc blockbuster war">{{cite web |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>

On April 4, 2006, Netflix filed a [[patent infringement]] lawsuit in which it demanded a [[jury trial]] in the [[United States District Court for the Northern District of California]], alleging that [[Blockbuster (retailer)|Blockbuster]]'s [[online DVD rental]] subscription program violated two patents held by Netflix. The first [[cause of action]] alleged Blockbuster's infringement of copying the "dynamic queue" of DVDs available for each customer, Netflix's method of using the ranked preferences in the queue to send DVDs to subscribers, and Netflix's method permitting the queue to be updated and reordered.<ref>{{US patent reference|number=7024381|y=2006|m=04|d=04|inventor=Hastings; W. Reed (Santa Cruz, CA), Randolph; Marc B. (Santa Cruz, CA), Hunt; Neil Duncan |title=Approach for renting items to customers}}</ref> The second cause of action alleged infringement of the subscription rental service as well as Netflix's methods of communication and delivery.<ref>{{US patent reference|number=6584450|y=2003|m=06|d=24|inventor=Hastings; W. Reed (Santa Cruz, CA), Randolph; Marc B. (Santa Cruz, CA), Hunt; Neil Duncan (Mountain View, CA) |title=Method and apparatus for renting items}}</ref> The companies settled their dispute on June 25, 2007; terms were not disclosed.<ref>{{cite news |url=https://www.hollywoodreporter.com/business/business-news/blockbuster-shutter-282-stores-year-141125/ |title=Blockbuster to shutter 282 stores this year |last=Bond |first=Paul |work=[[The Hollywood Reporter]] |date=June 29, 2007 |url-status=live |archive-url=https://web.archive.org/web/20100221131431/http://www.hollywoodreporter.com/hr/content_display/business/news/e3ia59ea0b884067a222dbb829223af9832 |archive-date=February 21, 2010}}</ref><ref>{{Cite news |url=https://www.nytimes.com/2007/06/28/technology/28video.html |archive-url=https://web.archive.org/web/20070701093734/http://www.nytimes.com/2007/06/28/technology/28video.html |archive-date=July 1, 2007 |url-status=live |title=Blockbuster Settles Fight With Netflix |agency=[[Reuters]] |work=[[The New York Times]] |date=June 28, 2007 |url-access=limited}}</ref><ref>{{Cite news |url=https://www.engadget.com/2007-06-27-netflix-blockbuster-settle-patent-dispute.html |title=Netflix, Blockbuster settle patent dispute |first=Nilay |last=Patel |work=[[Engadget]] |date=June 27, 2007 |access-date=November 1, 2021 |archive-date=November 1, 2021 |archive-url=https://web.archive.org/web/20211101055257/https://www.engadget.com/2007-06-27-netflix-blockbuster-settle-patent-dispute.html |url-status=live}}</ref><ref>{{Cite news |url=https://arstechnica.com/tech-policy/2007/06/blockbuster-and-netflix-settle-patent-battle/ |title=Blockbuster and Netflix settle patent battle |first=JACQUI |last=CHENG |work=[[Ars Technica]] |date=June 27, 2007 |access-date=November 1, 2021 |archive-date=November 1, 2021 |archive-url=https://web.archive.org/web/20211101055258/https://arstechnica.com/tech-policy/2007/06/blockbuster-and-netflix-settle-patent-battle/ |url-status=live}}</ref>

On October 1, 2006, Netflix announced the [[Netflix Prize]], $1,000,000 to the first developer of a video-recommendation [[algorithm]] that could beat its existing algorithm Cinematch, at predicting customer ratings by more than 10%. On September 21, 2009, it awarded the $1,000,000 prize to team "BellKor's Pragmatic Chaos".<ref>{{cite web |url=https://www.netflixprize.com/ |title=Netflix Prize Website |url-status=live |archive-url=https://web.archive.org/web/20061210022309/http://netflixprize.com/ |archive-date=December 10, 2006}}</ref> Cinematch, launched in 2000, is a recommendation system that recommended movies to its users, many of which they might not ever had heard of before.<ref>{{Cite news |url=https://www.thrillist.com/entertainment/nation/the-netflix-prize |title=The Netflix Prize: How a $1 Million Contest Changed Binge-Watching Forever |first=Dan |last=Jackson |work=[[Thrillist]] |date=July 7, 2017 |access-date=September 11, 2021 |archive-date=September 1, 2021 |archive-url=https://web.archive.org/web/20210901150944/https://www.thrillist.com/entertainment/nation/the-netflix-prize |url-status=live}}</ref><ref>{{Cite news |url=https://www.wired.com/2009/09/how-the-netflix-prize-was-won/ |title=How the Netflix Prize Was Won |first=Elliott |last=Van Buskirk |magazine=[[Wired (magazine)|Wired]] |date=September 22, 2009 |url-access=limited |access-date=September 11, 2021 |archive-date=September 28, 2021 |archive-url=https://web.archive.org/web/20210928221357/https://www.wired.com/2009/09/how-the-netflix-prize-was-won/ |url-status=live}}</ref>

Through its division [[Red Envelope Entertainment]], Netflix licensed and distributed independent films such as ''[[Born into Brothels]]'' and ''[[Sherrybaby]]''. 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 (radio program)|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 |df=mdy-all}}</ref>

=== Transition to streaming services (2007–2012) ===
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>{{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 company had for some time considered offering movies online, but it was only in the mid-2000s that data speeds and bandwidth costs had improved sufficiently to allow customers to download movies from the net. 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 February 2007, Netflix delivered its billionth DVD, a copy of ''[[Babel (film)|Babel]]'' 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 (businessman)|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 (magazine)|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=2013-01-23 |access-date=21 June 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 a response to the introduction of [[Hulu]] and to [[Apple Inc.|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 not able to ship DVDs to customers for 3 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 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>

On January 6, 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 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> In August 2010, Netflix reached a five-year deal worth nearly $1&nbsp;billion to stream films from [[Paramount Pictures|Paramount]], [[Lionsgate]] and [[Metro-Goldwyn-Mayer]]. The deal increased Netflix's annual spending fees, adding roughly $200&nbsp;million per year. It spent $117&nbsp;million in the first six months of 2010 on streaming, up from $31&nbsp;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> On September 22, 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 |df=mdy-all}}</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 (TV channel)|AMC]] had expressed the possibility of cancelling 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 bingeing on the Netflix past episodes, and doubling the viewership by the time of the fifth season. ''Breaking Bad'' is considered the first such 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 [[Netflix button|branded Netflix buttons]] on the [[remote control]]s of devices compatible with the service, such as [[Blu-ray|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>

On July 12, 2011, Netflix announced that it would separate its existing subscription plans into two separate plans: 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 |df=mdy-all}}</ref> On September 11, 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> {{anchor|qwikster}}On September 18, 2011, 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> 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> On October 10, 2011, Netflix announced that it would retain its DVD service under the name Netflix and that its streaming and DVD-rental plans would remain branded together, citing customer dissatisfaction with the split.<ref>{{cite news |url=https://mediadecoder.blogs.nytimes.com/2011/10/10/netflix-abandons-plan-to-rent-dvds-on-qwikster/ |work=[[The New York Times]] |first=Brian |last=Stelter |title=Netflix, in Reversal, Will Keep Its Services Together |date=October 10, 2011 |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}}</ref><ref>{{cite news |url=https://www.engadget.com/2011/10/10/netflix-backtracks-on-qwikster-will-keep-dvds-and-streaming-und/ |title=Netflix backtracks on Qwikster, will keep DVDs and streaming under the same URL |work=[[Engadget]] |date=October 10, 2011 |first=Richard |last=Lawler |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 |url-status=live}}</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=2011-10-13 |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=2023-09-26 |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> On January 4, 2012, Netflix started its expansion to Europe, launching in the United Kingdom and Ireland.<ref>{{cite news |title=Netflix launches UK film and TV streaming service |date=January 9, 2012 |url=https://www.bbc.co.uk/news/technology-16467432 |work=[[BBC News]] |url-status=live |archive-url=https://web.archive.org/web/20120109175608/http://www.bbc.co.uk/news/technology-16467432 |archive-date=January 9, 2012 |df=mdy-all}}</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 (magazine)|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 [[network neutrality|net neutrality]], [[bandwidth cap]]s, [[Usage-based billing|UBB]] and [[Video Privacy Protection Act|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 |df=mdy-all}}</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>

On August 23, 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>

On October 18, 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 |df=mdy-all}}</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> On December 4, 2012, Netflix and Disney announced an exclusive multi-year agreement for first-run United States subscription television rights to Walt Disney Studios' animated and live-action films, with classics such as ''[[Dumbo]]'', ''[[Alice in Wonderland (1951 film)|Alice in Wonderland]]'' and ''[[Pocahontas (1995 film)|Pocahontas]]'' 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>

On January 14, 2013, Netflix signed an agreement with [[WarnerMedia|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 (American TV network)|TNT]]'s ''[[Dallas (2012 TV series)|Dallas]]'', beginning in March 2013. The rights to these programs were given to Netflix shortly after deals with [[Viacom (2005–2019)|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 that it would limit its expansion in 2013,<ref>{{cite news |last=Wallenstein |first=Andrew |title=Netflix 2014 European Expansion: A Look Ahead |work=[[Variety (magazine)|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 |last=Roettgers |first=Janko |date=September 10, 2013 |title=Netflix makes it official, launches in the Netherlands |work=[[GigaOm]] |url=https://gigaom.com/2013/09/10/netflix-netherlands-launch/ |access-date=September 12, 2021 |archive-date=April 17, 2022 |archive-url=https://web.archive.org/web/20220417134416/https://gigaom.com/2013/09/10/netflix-netherlands-launch/ |url-status=dead}}</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) ===
{{prose|section|date=November 2021}}
In 2011, Netflix began its efforts into original content development. In March, it made a straight-to-series order from [[MRC (company)|MRC]] for the political drama [[House of Cards (American TV series)|''House of Cards'']], led by [[Kevin Spacey]], outbidding other U.S. 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=2011-03-15 |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=2023-03-17 |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> In November the same year, Netflix added two more significant productions to its roster: the comedy-drama ''[[Orange Is the New Black]]'', adapted from [[Piper Kerman]]'s [[Orange Is the New Black: My Year in a Women's Prison|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://www.deadline.com/2011/11/netflix-lionsgate-tv-closing-deal-for-jenji-kohans-orange-is-the-new-black-comedy/ |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 cancelled 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=live |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 U.S. rights to the Norwegian drama ''[[Lilyhammer]]'' after its television premiere on Norway's [[NRK1]] on January 25, 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=9 March 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=19 October 2011 |access-date=25 October 2011 |work=Deadline Hollywood}}</ref><ref name="Greene, Andy">{{cite magazine |last1=Andy |first1=Greene |date=5 December 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=24 July 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=2012-10-04 |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=2023-03-17 |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 Fast|Turbo: F.A.S.T.]]'', a spin-off of its film ''[[Turbo (film)|Turbo]].''<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> ''Orange is the New Black'' would premiere in July 2013;  Netflix stated that ''Orange is the New Black'' 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 (magazine)|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>

On March 13, 2013, Netflix added a [[Facebook]] sharing feature, letting United States 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=live}}</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> On August 1, 2013, Netflix reintroduced the "Profiles" feature that permits accounts to accommodate 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=live |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 Signature|ABC Studios]] announced Netflix had ordered a slate of [[Marvel's Netflix television series|four television series]] based on the [[Marvel Comics]] characters [[Daredevil (Marvel Comics character)|Daredevil]], [[Jessica Jones]], [[Iron Fist (comics)|Iron Fist]] and [[Luke Cage]]. Each of the four series received an initial order of 13 episodes, and Netflix also ordered a [[Defenders (comics)|Defenders]] miniseries that would tie them together. [[Daredevil (TV series)|''Daredevil'']] and [[Jessica Jones (TV series)|''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://www.deadline.com/2013/11/disney-netflix-marvel-series/ |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 (magazine)|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 (TV series)|Luke Cage]]'' series premiered on September 30, 2016, followed by ''[[Iron Fist (TV series)|Iron Fist]]'' on March 17, 2017, and ''[[The Defenders (miniseries)|The Defenders]]'' on August 18, 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=live |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 (2008 TV series)|Star Wars: The Clone Wars]]'', and a new sixth season.<ref>{{Cite web |last=Itzkoff |first=Dave |date=2014-02-13 |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=2023-03-17 |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>

In February 2014, Netflix began to enter into agreements with U.S. internet service providers, beginning with [[Comcast]] (whose customers had repeatedly complained of frequent [[Data buffer|buffering]] when streaming Netflix), in order 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=live}}</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=live}}</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 acquired streaming rights to films produced by [[Sony Pictures Animation]].<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 quietly began to introduce an updated logo, with a flatter appearance and updated typography.<ref>{{Cite web |date=2014-05-06 |title=Meet Netflix's stealthy new logo |url=https://www.cnn.com/2014/05/06/tech/web/netflix-logo/index.html |access-date=2023-03-17 |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 United States.<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 (TV series)|Daredevil]]'', Netflix director of content operations Tracy Wright announced that Netflix had added support for [[audio description]] (a narration track with aural descriptions of key visual elements for the blind or visually impaired), 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 (magazine)|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 (magazine)|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 (magazine)|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. It then had become available worldwide except 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> 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> On November 30, 2016, Netflix launched an offline playback feature, allowing users of the Netflix mobile apps on [[Android (operating system)|Android]] or [[iOS]] to [[Cache (computing)|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>

In 2016, Netflix released an estimated 126 original series or films, more than any other 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 |df=mdy-all}}</ref> 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, stating that "It's been 15 years we've been public and 20 years existing, and we've done no [mergers and acquisitions]. So I think that probably speaks for itself."<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 (magazine)|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 February 2017, Netflix signed a [[music publisher (popular music)|music publishing]] deal with [[BMG Rights Management]], whereby BMG will oversee rights outside of the United States for music associated with Netflix original content. Netflix continues to handle these tasks in-house in the United States.<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 (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> On April 25, 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>

On August 7, 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> On August 14, 2017, 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 that passengers can 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=live |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>

In September 2017, [[Minister of Heritage]] [[Mélanie Joly]] announced that Netflix had agreed to make a {{CAD|500&nbsp;million|link=yes}} (US$400&nbsp;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&nbsp;billion on original content in 2018. There will be a particular focus on films and [[anime]] through this investment, with a plan to produce 80 original films and 30 anime series.<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> In November 2017, 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 (magazine)|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 (2017–2020) ===
{{See also|International expansion of Netflix}}
[[File:Netflix 2015 N logo.svg|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]]]]
{{Listen
| type = sound
| filename = Netflix audio logo (2019).webm
| title = Audio logo
| description = Netflix's [[audio logo]], adopted in 2019
| pos =
}}
In November 2017, Netflix announced that 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 (magazine)|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 (website)|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]]'' from [[Paramount Pictures]] for $50 million and launched on its service 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 (film)|Annihilation]]''<ref name="thr cloverfield" /> and Universal's ''[[News of the World (film)|News of the World]]'' and worldwide distribution of Universal's ''[[Extinction (2018 film)|Extinction]]'',<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 (magazine)|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]]'',<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 film)|The Lovebirds]]''<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 |df=mdy-all |access-date=June 3, 2022}}</ref> and 20th Century Studios' ''[[The Woman in the Window (2021 film)|The Woman in the Window]]''.<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 (magazine)|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 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 (TV series)|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 (magazine)|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 (magazine)|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 (website)|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>

On May 22, 2018, former [[President of the United States|president]], [[Barack Obama]], and his wife, [[Michelle Obama]], signed a deal to produce docu-series, 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 game]]s 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. On August 27, 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> On the same day, the company inked 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 U.S. 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 (magazine)|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 sign a deal with Netflix.<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 (film)|To All the Boys I've Loved Before]]'' was released on Netflix under the title ''[[To All the Boys: P.S. I Still Love You]]'' 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 (miniseries)|The Last Dance]]''. It was released internationally on Netflix and became available for streaming in the United States 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 (magazine)|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 (TV series)|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 (TV series)|The Haunting]]'' creator [[Mike Flanagan (filmmaker)|Mike Flanagan]] joined frequent collaborator Trevor Macy as a partner in [[Intrepid Pictures]] and the duo signed an exclusive overall 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> On May 9, 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 that 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 (magazine)|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 (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> On September 30, 2019, in addition to renewing ''Stranger Things'' for a [[Stranger Things (season 4)|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>

On November 13, 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 (magazine)|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>

In November 2019, Netflix announced that 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>

[[File:SXSW 2016 - Ted Sarandos (25752599662).jpg|right|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&nbsp;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> On February 25, 2020, Netflix formed partnerships with six Japanese creators to produce an original Japanese anime project. This partnership includes manga creator group CLAMP, mangaka Shin Kibayashi, mangaka Yasuo Ohtagaki, novelist and film director Otsuichi, novelist Tow Ubutaka, 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> On March 4, 2020, [[ViacomCBS]] announced that 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> On April 7, 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> On May 29, 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 (magazine)|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> In July 2020, 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 [[Prince Harry, Duke of Sussex|Duke]] and [[Meghan, Duchess of Sussex|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> In September 2020, 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 (magazine)|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. Netflix won seven Academy Awards, which was the most by any studio. 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.{{citation needed|date=December 2023}}

On April 8, 2021, [[Sony Pictures Entertainment]] announced an agreement for Netflix to hold the U.S. 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 (magazine)|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 that 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 as well as [[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 (magazine)|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 (TV series)|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, 2021, [[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, 2021, 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 (TV series)|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, 2021, [[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 (magazine)|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, 2021, [[Powerhouse Animation Studios]] (the studio behind Netflix's ''[[Castlevania (TV series)|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 gaming|mobile games]] which would be included in subscribers' plans to the service.<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 (film series)|The Kissing Booth]]'' franchise, in which King will 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, 2021, [[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 include 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 agreed to produce an [[Anime-influenced animation|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 (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, [[List of Netflix original programming|Netflix Originals]] made up 40% of Netflix's overall library in the United States.<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 (website)|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|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 (magazine)|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 (magazine)|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, 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>

''[[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 U.S. and the United Kingdom.<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, 2021, 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, 2021, Netflix announced that it would acquire the Roald Dahl Story Company, which manages the rights to [[Roald Dahl]]'s [[Roald Dahl bibliography|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 (magazine)|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, 2021.<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, where readers will hear about new books, films, and series adaptations and have exclusive access to each book's adaptation process. Netflix will partner with [[Starbucks]] for a social series called ''But Have You Read the Book?''. [[Uzo Aduba]] will serve as the inaugural host of the series and announce monthly book selections set to be adapted by the streamer. Aduba will also speak 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 (website)|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 (magazine)|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 their service based on their 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 (2021 TV series)|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 own 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 (magazine)|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 (magazine)|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#Tudum (website)|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 (magazine)|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, 2021, 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, and another that would follow professional tennis players on the [[ATP Tour|ATP]] and [[WTA Tour]] circuits.<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=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 in the 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>

On March 15, 2022, Netflix announced a partnership with [[Dr. Seuss]] Enterprises to produce five new series and specials based on Seuss [[Dr. Seuss bibliography|properties]] following the success of ''[[Green Eggs and Ham (TV series)|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, 2022, Netflix announced that 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, 2022, 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, 2022, 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/ |work=[[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>

Netflix stated that 100 million households globally were sharing passwords to their account with others, and that Canada and the United States accounted for 30 million of them. Following these announcements, Netflix's stock price fell by 35 percent.<ref name=":3">{{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=":0">{{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 |archive-url=https://archive.today/20220420170225/https://www.wsj.com/articles/netflix-earnings-q1-2022-11650325682? |archive-date=April 20, 2022 |access-date=April 20, 2022 |work=The Wall Street Journal}}</ref><ref name=":1">{{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=":2">{{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 (magazine)|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 |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}}</ref> On the same day, Netflix partnered with Lebanon-based [[Arab Fund for Arts and Culture (AFAC)|Arab Fund For Arts And Culture]] for supporting the Arab female filmmakers. It will 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 will launch in May.<ref>{{cite web |title=Netflix to launch an 'Exploding Kittens' mobile game tied to a new animated TV series |url=https://social.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}}{{Dead link|date=August 2023 |bot=InternetArchiveBot |fix-attempted=yes }}</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 their anime content in Asia. The streaming giant is said to co-produce three feature films with the studio, the first of which will 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 (season 4)|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/amp/ |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 (magazine)|Variety]] |date=July 19, 2022}}</ref> 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=":4">{{Cite web |last=Weatherbed |first=Jess |date=2023-02-01 |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=2024-01-23 |website=The Verge |language=en}}</ref><ref name=":5">{{Cite web |last=Welch |first=Chris |date=2022-07-07 |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=2024-01-23 |website=The Verge |language=en}}</ref>

On September 5, 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>

On October 4, 2022, Netflix have 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>

On November 7, 2022, Netflix announced a strategic partnership with The Seven, a Japanese production company owned by [[TBS Holdings]], to produce multiple original live-action titles for the subscribers 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> On December 12, 2022, Netflix announced that sixty-percent 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=1 July 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=1 July 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 (magazine)|Variety]] |date=June 22, 2023 |access-date=1 July 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=1 July 2023}}</ref>

On January 10, 2023, Netflix announced plans to open an engineering hub in its Warsaw office. The hub is 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=":4" /><ref name=":5" />

On March 4, 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 now are 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 films such as ''[[Love Is Blind (TV series)|Love is Blind]]'', ''[[Money Heist]]'' and ''[[Virgin River (TV series)|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 rentals, corporate restructuring, WWE agreement (2023–present) ===
On April 18, 2023, Netflix announced that 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 that 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 Chief Product Officer and Elizabeth Stone was promoted to Chief Technology Officer.<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 the upcoming ''[[Spellbound (2024 film)|Spellbound]]''. 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 reported that [[The Night Agent|''The Night Agent'']] was the most watched show on globally in the that period.<ref>{{Cite web |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=2023-12-15 |website=www.ft.com}}</ref>

On January 23, 2024, Netflix announced a major agreement with [[professional wrestling]] promotion [[WWE]], under which it will acquire the international rights to its live weekly program [[WWE Raw|''Raw'']] beginning in January 2025; the rights will initially cover the United States, Canada, the United Kingdom, and Latin America, and expand to other territories over time. Outside of the United States, it will also hold international rights to all three of WWE's main weekly programs (''Raw'', ''[[WWE SmackDown|SmackDown]]'', and ''[[WWE NXT|NXT]]''), [[Pay-per-view|premium live events]], and documentaries among other content. The agreement was reported to be valued at $500 million per-year over ten years.<ref>{{Cite web |last=Hayes |first=Dade |date=2024-01-23 |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=2024-01-23 |website=Deadline |language=en-US}}</ref><ref>{{Cite web |last1=Sherman |first1=Alex |last2=Pramuk |first2=Jacob |date=2024-01-23 |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=2024-01-23 |website=CNBC |language=en}}</ref><ref>{{Cite web |last=Otterson |first=Joe |date=2024-01-23 |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=2024-01-23 |website=Variety |language=en-US}}</ref>

In February 2024, Netflix joined with [[Peter Morgan]], creator of the Netflix series [[The Crown (TV series)|''The Crown'']], to produce the play [[Patriots (play)|''Patriots'']] on [[Broadway theatre|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|''Stranger Things: The First Shadow'']] in London. Both productions share a lead producer, [[Sonia Friedman]].<ref>{{Cite news |last=Paulson |first=Michael |date=27 February 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 |url-status=live |access-date=3 March 2024 |work=The New York Times}}</ref>