The Current State of Netflix


When you think about searching online, you think of Google. The moment you think about colored sticky notes, you think of Post-It. But when you think about binge-watching series and films, you think of Netflix. 

Netflix streaming has become synonymous with binge-watching. Members who love action blockbusters, anime, sci-fi, Korean soaps, zombie shows, Sundance films, kids cartoons, or children’s shows will find Netflix filling their homepage with relevant and interesting titles. 

A global streaming entertainment service, Netflix has over 182.2 million subscribers worldwide today. It offers films and TV series commercial-free and unlimited viewing on any internet-connected screen for an affordable, no-commitment monthly fee. 

Netflix is not a do-everything brand. It’s a focused passion brand. It doesn’t offer pay-per-view or free ad-supported content; those have good plans of action that different firms progress nicely. It’s about flat-fee unlimited viewing commercial-free.

It claims the most significant share (i.e., 31% – or 6%) of total television time. This is ahead of YouTube (21%), Hulu (12%), and Amazon Prime (8%). 

What did Netflix’s innovation journey towards this success look like? What’s driving the exponential growth?

Let’s explore how Netflix shifted its business model in order to grow exponentially and know the state of Netflix in 2020.

Source: Netflix/Investopedia

Netflix: Business Model

The Beginning

When software engineers Reed Hastings and Marc Rudolph founded Netflix in 1997, video rental stores overwhelmed the home entertainment market. 

Hastings was baffled that the market was not client-friendly, charging them high expenses for late returns as the customer. Therefore, they discovered an opportunity to operate the video rental market differently than competitors. 

Netflix started leasing DVDs via mail-in in April 1998, a game-changer in the video-renting market and a tremendous risk. 

At that time, VHS commanded the market. Moreover, 2% of the American family units claimed a DVD player. 

Reed and Rudolph knew that if the market arrived at 20% of households, they would have a practical business. They had the persistence to take the jump, and their vision was correct: in the long run, 95% of all family units had a DVD player.

Netflix Business Expansion

Netflix has significantly expanded with time. Now, with more than 182.8 million subscribers in 190 nations, millions of hours of movies and TV shows have more media for one lifetime. 

Today, with its hosted and original content, offers films and media in 270 dialects in over 190 countries and is the largest online Internet Television service provider. 

Its revenue in 2013 was over 4.37 billion. In 2018, its total revenue added up to around 15.79 billion US dollars. This has grown from 1.36 billion US dollars 10 years prior. 

The net gain of the company in 2018 stood at 1.21 billion US dollars, with a sum of 7,100 employees working around the world. 

The subscribers have now reached 182.8 million in 2020, with $15.8 billion annual revenues. 

The first business model was to let people rent videos by choosing them online and conveying it to their doors. This service was unparalleled around then and a significant move in the industry. 

After a year, Netflix introduced a membership model, where members could rent DVDs online for a fixed charge per month. 

Trends Driving the Exponential Growth

Here are the key patterns that are driving exponential growth. These are also actualized in the current business model of Netflix. They are: 

  • Technology: accessible to watch content flawlessly on various gadgets
  • Comfort: people don’t have time to go out and shop for films; individuals need comfort where content is introduced to them (personalized); perfect for individuals who are frequent renters and movie lovers, and individuals get the best incentive for their cash
  • On-demand: having the option to watch content anyplace and whenever you need
  • Subscription addiction: low-cost monthly fee and simple structure
  • Data-driven: not only used for a recommendation but also pro-actively used to make content that fits individual inclinations

Netflix: Subscription Base

Subscribers Growth, Age, and Gender Breakdown Information Through Infographics 

As per, Netflix has over 160 million paid subscribers worldwide. 60 million subscribers are from the United States. 

The popularity of this streaming service has expanded enormously throughout the years. Over 160 million paid subscribers enjoy documentaries, TV series, and feature films across a wide variety of languages and genres

Individuals can watch as much as they want anytime on any internet-connected screen. Members or subscribers can play, pause, and resume watching anything without commitments or advertisements. 

Netflix Viewers: 2019-2023 (Approx)

Source: Businessofapps

Netflix is currently available in 190 countries. The estimated growth of subscribers by 2023 would be 177.5 million. 

But, incredibly, it has reached subscribers of 182.2 million already by 2020. The global expansion started in 2010 and now includes countries like East Timor, Afghanistan, and Greenland. 

Until this point in time, the US has the highest subscriber penetration rate at 64.5%. The remainder of the nations in the best ten with the highest Netflix penetration is in the western hemisphere, except Australia. 

Netflix subscribers are the “Mainstreamers”. They are Gen-Xers (35-54 years old) who live in suburban and urban regions with a yearly salary of under $100,000. 

Its user base has a slight slant towards ladies at a 49:51 proportion. 

US Netflix Users by Age

Source: Businessofapps

Netflix claims to have viewers with an expansive scope of educational foundations. However, individuals who headed off to college are very likely to have an online streaming service subscription. 

About 1 out of 3 individuals who are college-level educated or have professional education are Netflix users. 

US Netflix Users by Education

Source: Businessofapps

Netflix envisioned additional 7,000,000 complete subscribers for the initial three months of 2020. This is down from the 9.6 million additional subscribers in a similar period a year ago. 

That has incompletely to do with the competitive scene and a cost increment Netflix instituted a year ago. 

The company’s balance sheet is also improving. For the current year, Netflix foresees it should go through $2.5 billion more in cash than it takes in. 

A financial metric known as cash flow would be an improvement over a year ago when it consumed more than $3 billion.

Netflix users by region, 2019 vs 2025 (Approx)

Source: Statista

Netflix also puts together its proposals regarding a worldwide algorithm based on its users’ views, likes, and rates.  They pay less attention to where the subscribers are from. 

Age and sexual orientation offer supportive experiences for marketing and estimating income goldmines. However, there is a global average with no tremendous contrasts in what subscribers watch, like, and rate based on preferences.

Source: Netflix

Netflix Movies, Shows, and Other Content

Content is king. Of course, the price and policies of a streaming service matter to users. However, individuals typically pick one service over another because it has the content they want to watch. So what’s Netflix presenting? 

Netflix TV Shows

If you want shows, Netflix delivers nearly 200 of them. 

It has adult dramas like Peaky Blinders and The Crown. It also has cerebral thrillers like the German show Dark and Black Mirror. Provocative documentaries like Thirteenth and When They See Us are also available. 

In case you’re searching for some lighter fare, you can giggle with Arrested Development or Russian Doll. What’s more, you can even keep the kids busy watching Netflix’s vast catalog of anime and cartoons. 

We could go on, but you get the idea. Netflix has a colossal amount of shows, and there‘s truly something for everybody. 

Source: Netflix

Netflix Movies

While Netflix doesn’t have the same number of movies as Amazon Video, it has many A-grade and B-grade movies to choose from.

The list is continually updated. It incorporates ongoing blockbuster superhero flicks, animated family movies, and drama films. 

Add to this Netflix’s undeniably big-budget original movies—like Mudbound and Bright—and you’ve got enough films to keep the entire family entertained. 

Foreign Language Content on Netflix

Searching for something you can watch with your Abuela? Want to brush up on your French?

Or then again, perhaps you simply need to perceive what sort of TV different nations are producing. Regardless, Netflix has content that appeals to a variety of backgrounds.

Dissimilar to standard TV services, you need not pay extra for this foreign-language content on Netflix.

You can enjoy a lot of shows in Spanish (Always a Witch and Ingobernable), Japanese (Devilman Crybaby), Hindi (Sacred Games), Portuguese (The Mechanism), French (Marseille), and a lot of different languages—with or without English subtitles.

Live TV and Sports on Netflix (Or Lack Thereof)

This is a market where Netflix has yet to penetrate if they ever do so. Netflix has a rather diverse set of programming. Yet one thing you won’t have the option to stream is the Sunday night football game or live news. 

The best streaming TV service for watching your team sweep the championship title are services like fuboTV and ESPN+. These services have cornered the market for live sports streaming, and Netflix will probably steer clear of this market.

Key Information Through Infographics That Made Netflix a Success

Personalized Content

No one needs to sit around idly on the things which they don’t like. Netflix has constantly thought about users’ satisfaction as their top priority. 

Netflix makes the content according to the client’s wants. Afterward, they gather data about users’ ratings and recommend more shows and movies to subscribers.


Ad-Free Content

When viewing a video on YouTube, you can comprehend how online advertisements can hinder user experience. Netflix understands this, and they seem to be entirely satisfied to not display advertisements for the time being. 

If they ever did decide to air advertisements, it would likely be similar to how HBO serves ads to their users, with one quick commercial for an upcoming original show or film.

Original Content

Netflix included another differentiator in 2012: original content. Lilyhammer drove the charge in 2012. However, it was Orange Is the New Black and House of Cards, both launched in 2013, that truly made a monumental difference. 

Netflix is currently seen as a heavyweight producer of original series, with various Emmys to its name. In 2018, Netflix was selected for 112 Emmys – finishing a 17-year run by HBO as the top-nominated network. 

Source: Netflix

Since 2015’s Beasts of No Nation, Netflix Originals content likewise incorporates films. Without a doubt, Netflix has been behind probably the greatest and most highly-acclaimed films on the planet lately. 

These movies include Oscar nominees. These are Alfredo Cuaron’s Roma, Martin Scorsese’s The Irishman, and Noah Baumbach’s Marriage Story. Most assuredly, Netflix earned a more significant number of nominations than some other film studios at the 2020 Oscars. 

Source: AMPAS

Netflix App

Netflix is extraordinary compared to other online players that you will ever see with the online streaming services. It approaches a fascinating procedure known as “Chaos Engineering.” 

This brings down one of the three of Amazon’s data centers on which the the Netflix application works. It then diverts the traffic to two different areas. Through this procedure, everything is smooth when anybody is watching Netflix. 


Overall Competition of Netflix

Netflix competes for a share of members’ time and money for stimulation and relaxation. 

It’s generally against the linear networks, DVD watching, web browsing, video gaming, video piracy, pay-per-view content, other internet networks, magazine reading, and much more like this. 

Over the coming years, the more significant part of these types of entertainment will improve. If you think about your conduct any night or end of the week in the most recent month when you didn’t watch Netflix, you will see how broad and vigorous their competition is.

It endeavors to win more of their members’ “moments of truth.” Those decision points are, say, at 7:15 pm when a member wants to relax, appreciate a shared experience with loved ones, or is simply exhausted after a day’s work. The member could pick Netflix or among a vast number of other choices. 


Since the entertainment market is so broad, multiple firms can pay attention. Likewise, in the streaming entertainment world, HBO is quickly rising to top competitor status. 

HBO delivers top-quality exclusive content, too, like Game of Thrones and Westworld. Many people will buy both HBO and Netflix since they have unique content. 

With its more noteworthy purchaser satisfaction, streaming entertainment’s progress will mean growth for various services. 

Video piracy is also a substantial competitor for entertainment time in many global markets. It is free and offers an expansive selection. 

If video piracy became reliable, easy, and socially acceptable, it could turn into Netflix’s biggest rival. Incredibly cheap services like Netflix will ideally help protect video from piracy. 

Netflix vs. Hulu vs. Amazon Prime Video

Netflix overwhelms the on-demand streaming market sector regarding name recognition. People aren’t joking about “Amazon Prime and chill,” after all. But does the company truly offer the most screen for your green? 

When it comes to price, Hulu has the least expensive arrangement of all the primary services. Be that as it may, the trade-off is that you need to watch advertisements. 

In the interim, Amazon Video and Netflix both offer their lowest-tiered memberships for about a similar cost. 

Hulu is just one of these significant streaming services to offer a live TV choice. However, at $40 per month, it’s relatively more expensive than the basic Netflix plan but provides a service that Netflix ignores. Other live TV services like Sling TV and YouTube TV likewise run at comparable costs. 

With regards to content, comparing these services, it sort of like comparing apples to oranges. They each have something exceptional to offer and explore. 

Hulu has a wonderful collection of serialized network TV appearances, similar to Grey’s Anatomy and The Simpsons. Amazon Video has the most movies available for streaming—14,210 titles versus Netflix’s 3,803, as indicated by an ongoing count. And those numbers are nothing. 

Source: Businessofapps

In any case, with regards to overall quality and variety, Netflix unquestionably sparkles. There are blockbuster films like Avengers: Endgame (will soon be a Disney+ exclusive). 

There are also original movies like Orange Is the New Black and feel-good shows like The Great British Baking Show. Netflix creates content for the most extensive customer base possible, so there really is something for everyone.

Netflix Recap

It’s pretty clear that Netflix is the most popular streaming service in 2020. However, will it be able to hold its dominance in the years to come? 

It isn’t the only excellent streaming service out there. However, it’s earned its right as the most notable one. Its library of films and shows is the most well-rounded of the major streaming companies. 

It produces excellent and unique content. Its smooth interface makes it a breeze for users to browse all available content.

Nevertheless, Netflix appraisals’ ratings make it difficult to tell how the company is truly getting along in an undeniably serious market. Costs for Netflix’s plans have been rising consistently throughout the years, and they could go up again anytime.

Source: MoffettNathanson

To remain top dog, Netflix has serious rivals as new services like Disney+ and NBC’s Peacock enter the quick-moving streaming market. In case you’re on a budget, you may need to settle on some troublesome decisions between Disney’s Star Wars content and Netflix’s cooking shows. 

We’ve found plenty to adore about Netflix, yet what do you think?

ISP & MVPD Relationships

ISP subscribers pay for web access and hope to have the option to enjoy streaming entertainment, for example, Netflix. Its Open Connect program supports many enormous and little ISPs.

With this, they can simply interconnect with the Netflix network for nothing in local areas, rather than third-party transit providers. This brings down both your expenses and that of the ISPs. 

Sometimes, huge ISPs need to use their market capacity to remove interconnected charges from Netflix and others. Netflix has made excellent progress in these battles, where neither one side charges the other. 

We think Netflix and shoppers are best served by solid system impartiality. Just like MVPDs that have an internet-capable TV set-top device. 

Some examples are DISH and Comcast (USA), Telus (Canada), Virgin (UK), Liberty Global, and Sky (across Europe), and Orange and Free (France). 

Netflix offers integrated viewing experiences (and, in many cases, integrated billing), which increment the operator set-top gadget’s utilization. 

Most MVPDs favor that Netflix’s growth occurs through their set-top experience and remote control.

Netflix Plans and Pricing

Netflix has over 3,803 movies, 198 shows, and three membership plans.

There’s more than one way to gain admittance to Stranger Things and The Dark Crystal: Age of Resistance—and we aren’t looking at signing in to your parents’ account. 

The company has three simple plans to explore and enjoy: Basic, Standard, and Premium. 


Its least expensive plan will cost you the cost of a film ticket. That is not a bad deal considering you’ll approach a large number of long periods of content. 

It also includes recently released movies. It unquestionably costs not precisely even the least expensive conventional cable plans.

The drawback with the Basic plan is that you’ll be viewing Guillermo del Toro’s forthcoming horror anthology in SD. It’s hard to believe, but it’s true, HD is limited to the higher-tiered plans. 

What’s more, Basic lets you stream on just a single device at once. You’ll have to pay for a Standard or Premium plan on the off chance that you need to kick up the video quality and various simultaneous streams. 

The Standard will slow down you another five bucks every month, and the Premium plan will cost practically double than the Basic Plan.

Yet, these progressively costly plans will be worth it, despite all the trouble for some. Standard and Premium plans both give you four simultaneous streams. 

Additionally, subscribing to the Premium plan gives you access to huge amounts of HD content. Simply ensure you have internet speed and TV to handle it.

What’s the Deal with Netflix Ultra?

You may have heard whispers regarding something many refer to as Netflix Ultra. In this case, Ultra alludes to Ultra-HD (additionally called 4K) resolution. 

Traditional HD begins at 1920 x 1080 pixels, yet Ultra-HD has twice that many pixels!

Also, the service is contingent upon where you live. You can get to Ultra-HD content on Netflix in two different ways. 

If you live in Europe, you can sign up for Netflix Ultra—a trial program that costs over a Premium membership and appears to offer hardly any extra benefits.

Fortunately, users in the US can now get Ultra-HD content with the Premium plan. 

Netflix Focus/Goals

Netflix aims to acquire 60-90 million users in the US, in light of their trajectory to date and the continued growth of streaming entertainment. Its operating margin structure is set mostly top-down. 

For some random future period, Netflix estimates revenue, chooses what they plan to spend as an investment, and how much profit they need in that period. 

The same is true for their marketing budget.  The output variable is membership growth that those spending decisions impact. 

The company is also focusing on a 16% working margin in 2020. They’re planning to increase operating profit and margin from that point consistently. However, it balances growth with profitability. 

With their fast increment in content spending and the growing emphasis on possessed original productions, money costs are at first more prominent than content amortization. This compels free income comparative with benefit. 

Netflix has commonly funded these prepaid cash needs with an obligation. We amortize content as fast as advocated, given industry standards and survey history. 

As Netflix grows universally, it comprehends that consumers’ and governments’ desires will rise. 

They hope to meet those desires and work with policymakers to guarantee that the old policies applied to linear TV are not reflexively used to streaming entertainment.


Netflix Has Capitalized on Social Isolation

The coronavirus pandemic has been an excellent business strategy for Netflix. The video streaming service has added over 15 million new subscribers in 2020. 

From an investing viewpoint, Netflix continually surprises. Either the company’s quarterly results end up disappointing or astound — infrequently do they remain within expectations. 

Netflix’s stock has taken off since the start of the pandemic, as people are practicing self-isolation. As the world entered its lockdown phase, millions of people across the globe turned to their TVs for comfort, boosting Netflix’s subscriber count. 

However, this boost is not exclusive to Netflix, as almost every other streaming platform has also recorded increased numbers during the crisis.

Regardless of worldwide pandemics, it pioneered the membership-based video streaming business model. 

For a fixed month-to-month expense, subscribers get a virtual smorgasbord of content — Hollywood, Nollywood, Bollywood, and many of Netflix’s own productions.

Subscribers can look through specific movies or just browse through individually tailored recommendations as preferences. Having such an assorted choice of shows might be suitable for viewers, yet it’s not financially significant from a business point of view. 

Source: Netflix

The Outlook

In conclusion, Netflix’s action plan is attempting to get as many users hooked as possible despite the costs. 

Will the number of subscribers outweigh the billions of expenses invested in licensing shows and creating original content? It’s a question to be contemplated on as we binge-watch on our different screens.

People love movies and TV shows, yet they don’t love the linear TV experience. It’s because channels present programs just at specific times on non-portable screens with entangled remote controls. 

Streaming entertainment – which is on-demand, customized, and accessible on any screen – is supplanting linear TV. People’s preferences are extensive, even in a solitary market. 

The internet permits us to offer a wide assortment and to have algorithms rapidly learn and make recommendations depending on users’ tastes. 

Netflix is very successful because they precisely know what users need when they want it, and what device. Likewise, the company is bold and courageous enough to continue changing their business model into the ideal future. 

They are not reluctant to tear up their current action plan. 

2020 Netflix Shows

  • Killer Inside: The Mind of Aaron Hernandez
  • Sex Education
  • The Stranger
  • The Pharmacist
  • The Circle
  • Cheer
  • Love is Blind

Top Ten Series on Netflix

  • The Office
  • 60 Days In
  • Trash Truck
  • Schitt’s Creek
  • Cocomelon
  • Chapelle’s Show
  • The Liberator
  • Trial 4
  • The Queen’s Gambit
  • Dash and Lily
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