Netflix

=== 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>