In was completed in 2007 (Kyncl, 2017). In

In 1999 the platform introduced the monthly
subscription business model (O’Brien, 2002); it consists in paying a flat-fee
each month in exchange for unlimited rentals. The innovating feature of this
business is that costumers don’t have due dates to return rentals, no late
fees, no shipping costs, and handling fees (Redwine,
2017).
            The
company had considered the idea of providing movies online. In the mid-2000s
the data speeds and capacity were able to offer the service of downloading
movies from the internet. The idea consisted in a ”Netflix box” that allowed
costumers to download movies overnight and watch them the day after. However,
with the increasing popularity of YouTube, Netflix decided to adapt the
streaming concept as well. The plan was completed in 2007 (Kyncl, 2017).
            In
2006, Netflix introduced a new service which dealt with recommending movies. By
using subscribers’ ratings, the platform can precisely foresee which movies a
subscriber would like to watch by using a filtering algorithm. This service led
to huge success, it caused, in fact, an increase in rentals and subscribers
across the world. In 2005 Netflix gained 4.2 million members, and two years
later, in 2007, it delivered its billionth DVD by mail (Liedtke, 2007). In the same year, the digital platform offered video
on demand, thus streaming, to its subscribers.
            The big revolution of
Netflix’s strategy consisted in providing the opportunity to costumers of
watching television shows and movies instantly on their PC’s and laptops as
well as on the traditional television. This service marked the beginning of
streaming media as known these days.
In the following years, the company collaborated with other companies to allow
streaming on electronic platforms, such as the Xbox 360, Blu-ray disc and smart
TVs (Keating, 2012).
In 2010 Netflix became available on Apple iPad and iPhones, Nintendo Wii as
well, and other Internet connected devices (Keating, 2012).
            Hereafter,
the digital platform expanded itself and made services available around the
world. In April 2014, Netflix had 50 million global subscribers with 32.3% video
streaming market share in the United States. The company offered its services
in 41 countries worldwide. Just a couple of
months later, the digital platform improved the number of subscribers, of which
36 million in the United States (Lawler, 2014). Thanks
to the new service that allowed costumers to watch movies and shows offline, on
April 2017, Netflix reached the 100 million subscribers (Bond, 2017). In the
month of October 2017, Netflix was estimated having 109.25 million subscribers
worldwide, counting 50.85 million in the United States (Huddleston, 2017).