History of Netflix in Timeline
Netflix is a subscription-based streaming service providing on-demand access to a vast library of films and television shows. It operates globally, offering diverse content in multiple languages. Netflix distributes both original productions and acquired content across various genres. The company's business model relies on monthly subscriptions, allowing users to watch unlimited content on various devices.
August 29, 1997: Netflix is founded
On August 29, 1997, Netflix was founded by Marc Randolph and Reed Hastings in Scotts Valley, California.
1997: DVDs are tested for online rental or sale
In 1997, Hastings and Randolph tested the concept of online DVD rental or sales by mail by mailing a compact disc to Hastings's house, ultimately deciding to enter the home-video sales and rental industry after the CD arrived intact.
September 1999: Monthly subscription concept introduced
In September 1999, Netflix introduced a monthly subscription concept for DVD rentals.
September 2000: Netflix offered for sale to Blockbuster
In September 2000, during the dot-com bubble, Netflix offered to sell the company to Blockbuster for $50 million, but Blockbuster declined.
2000: Netflix focuses on flat-fee unlimited rentals
By early 2000, Netflix dropped the per-rental model, focusing on a flat-fee unlimited rental model without due dates or late fees.
2000: Cinematch launches
In 2000, Cinematch, a system that recommended movies to its users, was launched.
2001: Netflix delays IPO and lays off employees
In 2001, due to the dot-com bubble collapse and the September 11 attacks, Netflix delayed its IPO plans and laid off one-third of its employees.
2001: DVD players become popular for holiday sales
In late 2001, DVD players were a popular gift during the holiday season, leading to increased demand for DVD subscription services.
May 23, 2002: Netflix goes public
On May 23, 2002, Netflix went public on NASDAQ at $15.00 per share.
2003: Netflix issued patent and posts first profit
In 2003, Netflix was issued a patent for its subscription rental service and posted its first profit of $6.5 million.
2004: Netflix profit increases to $49 million
By 2004, Netflix's profit had increased to $49 million on over $500 million in revenues.
2004: Blockbuster introduces online DVD rental service
In 2004, Blockbuster introduced a DVD rental service that allowed users to check out titles through online sites and return them at brick-and-mortar stores.
2004: Netflix licenses and distributes independent films
In 2004, Netflix licensed and distributed independent films such as Born into Brothels through its Red Envelope Entertainment division.
2005: Netflix designs "Netflix box"
By 2005, Netflix had acquired movie rights and designed the "Netflix box" but scrapped the idea of using a hardware device due to the popularity of streaming services like YouTube.
2005: Netflix ships 1 million DVDs daily
In 2005, Netflix had 35,000 different films available and shipped 1 million DVDs every day.
2005: Netflix Production Surpassed US TV Industry Original Series Output
In 2019, Netflix's original production output exceeded the number of original series released by the entire U.S. TV industry in 2005.
April 2006: Netflix files patent infringement lawsuit against Blockbuster
In April 2006, Netflix filed a patent infringement lawsuit against Blockbuster, alleging that Blockbuster's online DVD rental subscription program violated two Netflix patents.
October 2006: Netflix announces the Netflix Prize
In October 2006, Netflix announced the Netflix Prize, offering $1 million to the first developer of a video-recommendation algorithm that could beat its existing algorithm, Cinematch, by more than 10%.
2006: Blockbuster's online service reaches 2 million users
By 2006, Blockbuster's online DVD rental service reached two million users, drawing business away from Netflix.
2006: Netflix expands into original content production
In 2006, Netflix, through its Red Envelope Entertainment division, expanded into producing original content with filmmakers such as John Waters and licensed and distributed independent films such as Sherrybaby.
2006: Netflix delivers its billionth DVD
In February 2007, Netflix delivered its billionth DVD, a copy of Babel (2006), to a customer in Texas.
January 2007: Netflix launches streaming media service
In January 2007, Netflix launched its streaming media service, introducing video on demand via the Internet, initially with 1,000 films available for streaming and requiring Internet Explorer.
February 2007: Netflix delivers its billionth DVD
In February 2007, Netflix delivered its billionth DVD, a copy of Babel (2006), to a customer in Texas.
April 2007: Netflix recruits Anthony Wood to build a streaming player
In April 2007, Netflix recruited Anthony Wood, founder of ReplayTV, to build a "Netflix Player" for streaming content, a project that was later shut down to encourage hardware manufacturers to include built-in Netflix support, leading to the development of Roku.
June 2007: Netflix and Blockbuster settle patent dispute
In June 2007, Netflix and Blockbuster settled their patent dispute; the terms were not disclosed.
2007: Netflix lowers fees
In 2007, Netflix lowered its fees in response to competition.
2007: Netflix launches streaming service
In 2007, nearly a decade after its DVD-by-mail service began, Netflix launched its video on demand streaming media service.
January 2008: Unlimited streaming at no additional cost
In January 2008, Netflix entitled all rental-disc subscribers to unlimited streaming at no additional cost.
August 2008: Netflix database corrupted, data moved to Amazon Web Services
In August 2008, the Netflix database was corrupted, leading the company to move all its data to the Amazon Web Services cloud.
October 1, 2008: Netflix Offered Access to its Service via a Public API
On October 1, 2008, Netflix offered access to its service via a public application programming interface (API).
November 2008: Netflix begins rentals on Blu-ray and discontinues DVD sales
In November 2008, Netflix began offering subscribers rentals on Blu-ray discs and discontinued its sale of used DVDs.
2008: Netflix closes Red Envelope Entertainment
In 2008, Netflix closed its Red Envelope Entertainment division.
September 2009: Netflix awards Netflix Prize
In September 2009, Netflix awarded the $1 million Netflix Prize to the "BellKor's Pragmatic Chaos" team.
2009: Netflix streams overtake DVD shipments
In 2009, Netflix streams overtook DVD shipments, marking a shift in their business model.
2009: Netflix spending increased
In 2010, Netflix's annual spending fees increased roughly $200 million per year.
January 2010: Netflix agrees to delay new release rentals
In January 2010, Netflix agreed with Warner Bros. to delay new release rentals to 28 days after the DVDs became available for sale.
February 2010: Netflix signs deal to stream indie movies
In February 2010, Netflix signed a deal to stream 300 indie movie titles.
July 2010: Netflix signs deal to stream Relativity Media movies
In July 2010, Netflix signed a deal to stream movies from Relativity Media and expanded its deal with Warner Bros. Television.
August 2010: Netflix reaches $1 billion streaming deal
In August 2010, Netflix reached a five-year deal worth nearly $1 billion to stream films from Paramount, Lionsgate, and Metro-Goldwyn-Mayer.
September 2010: Netflix launches in Canada
In September 2010, Netflix launched in Canada, marking its first international market expansion.
November 2010: Netflix offers standalone streaming service
In November 2010, Netflix began offering a standalone streaming service, separate from DVD rentals.
2010: Netflix acquires Breaking Bad
In 2010, Netflix acquired the rights to Breaking Bad after the show's third season, leading to a significant expansion of the show's audience and viewership on AMC.
January 2011: Netflix partners with manufacturers for remote controls
In January 2011, Netflix announced agreements with several manufacturers to include branded Netflix buttons on the remote controls of compatible devices.
May 2011: Netflix becomes largest source of internet streaming traffic
By May 2011, Netflix had become the largest source of Internet streaming traffic in North America, accounting for 30% of traffic during peak hours.
July 2011: Netflix announces subscription plan separation
In July 2011, Netflix announced it would be separating its existing subscription plans into two: one for streaming and one for DVD rental services.
September 2011: Netflix expands to Latin America and announces Qwikster
In September 2011, Netflix expanded to countries in Latin America and announced its intentions to rebrand its DVD home media rental service as an independent subsidiary called Qwikster, which led to negative customer reactions.
September 26, 2011: Netflix announces content deal with DreamWorks Animation
On September 26, 2011, Netflix announced a content deal with DreamWorks Animation.
October 2011: Netflix reverses Qwikster decision
In October 2011, Netflix announced it would retain its DVD service under the name Netflix and that its streaming and DVD-rental plans would remain branded together, reversing its earlier decision to create Qwikster.
April 2012: Netflix decides not to use Netflix Prize winning algorithm
As of April 2012, Netflix had not used the $1 million algorithm from the Netflix Prize and did not have plans to implement it due to engineering costs.
June 2012: Netflix Announced Open Connect Content Delivery Network
In June 2012, Netflix announced a custom content delivery network, Open Connect, to improve streaming efficiency.
June 2012: Netflix Began to Restrict Availability of its Public API
In June 2012, Netflix began to restrict the availability of its public API, focusing instead on a small number of known partners using private interfaces.
July 18, 2013: Netflix Earned First Primetime Emmy Awards Nominations
On July 18, 2013, Netflix earned its first Primetime Emmy Awards nominations for original streaming programs at the 65th Primetime Emmy Awards. Arrested Development, Hemlock Grove and House of Cards earned a combined 14 nominations. The House of Cards episode "Chapter 1" became the first episode of a streaming television series to receive a major Primetime Emmy Award nomination, and won for Outstanding Cinematography for a Single-Camera Series.
November 6, 2013: Netflix Earned First Grammy Nomination
On November 6, 2013, Netflix earned its first Grammy nomination when You've Got Time by Regina Spektor—the main title theme song for Orange Is the New Black—was nominated for Best Song Written for Visual Media.
December 12, 2013: Netflix Earned Six Golden Globe Awards Nominations
On December 12, 2013, Netflix earned six nominations for Golden Globe Awards, including four for House of Cards. Wright won Golden Globe Award for Best Actress – Television Series Drama for her portrayal of Claire Underwood, becoming the first actress to win a Golden Globe for a streaming television series. It also marked Netflix's first major acting award. House of Cards and Orange is the New Black also won Peabody Awards in 2013.
January 16, 2014: Netflix Earned First Academy Award Nomination
On January 16, 2014, Netflix became the first streaming service to earn an Academy Award nomination when The Square was nominated for Best Documentary Feature.
November 2014: Netflix Retired the Public API
In November 2014, Netflix retired the public API and partnered with the developers of eight services deemed the most valuable, including Instant Watcher, Fanhattan, Yidio and Nextguide.
2015: Netflix Began Customizing Thumbnails
Around 2015, Netflix began customizing thumbnails for titles based on viewing history, such as an actor or scene type based on genre preferences.
January 2016: Netflix announced it would begin VPN blocking
In January 2016, Netflix announced it would begin VPN blocking since it can be used to watch videos from a country where they are unavailable. The result of the VPN block is that people can only watch videos available worldwide and other videos are hidden from search results.
August 2016: Netflix Closed Last Physical Data Center
By August 2016, Netflix closed its last physical data center, but continued to develop its Open Connect technology.
July 2017: Netflix Accounted for Over a Third of Prime-Time Internet Traffic
As of July 2017, Netflix series and movies accounted for more than a third of all prime-time download Internet traffic in North America.
December 2017: Netflix Awarded PETA's Company of the Year
In December 2017, Netflix was awarded PETA's Company of the Year for promoting animal rights movies and documentaries like Forks Over Knives and What the Health.
2017: Stranger Things and The Crown Received Emmy Nominations
In 2017, Stranger Things received 19 nominations at the Primetime Emmy Awards, while The Crown received 13 nominations.
2017: Controversy Surrounding Okja at Cannes
In 2017, the Cannes premiere of Netflix's film Okja was controversial, sparking discussions about the appropriateness of films with simultaneous digital releases being screened at an event showcasing theatrical film.
2017: Netflix bought Icarus for $5 Million
The film Icarus had its premiere at the 2017 Sundance Film Festival and was bought by Netflix for $5 million.
February 4, 2018: Netflix Launched "The Cloverfield Paradox"
On February 4, 2018, Netflix launched "The Cloverfield Paradox" after acquiring the rights from Paramount Pictures and airing its first trailer during Super Bowl LII.
February 2018: Netflix Acquired Rights to Films
In February 2018, Netflix acquired the rights to "The Cloverfield Paradox" from Paramount Pictures for $50 million. Other films acquired by Netflix include international distribution for Paramount's Annihilation and Universal's News of the World and worldwide distribution of Universal's Extinction, Warner Bros.' Mowgli: Legend of the Jungle, Paramount's The Lovebirds and 20th Century Studios' The Woman in the Window.
March 4, 2018: Icarus Won Academy Award for Best Documentary Feature Film
On March 4, 2018, at the 90th Academy Awards, the film Icarus, distributed by Netflix, won its first Academy Award for Best Documentary Feature Film.
March 2018: Sky UK Integrates Netflix
In March 2018, Sky UK announced an agreement with Netflix to integrate Netflix's subscription VOD offering into its pay-TV service, allowing customers with Sky Q to access Netflix titles alongside regular Sky channels.
April 2018: Netflix Withdraws from Cannes Film Festival
In April 2018, Netflix pulled out of the Cannes Film Festival due to new rules requiring competition films to have theatrical releases in France. This followed controversy over the Cannes premiere of Okja in 2017, leading to discussions about digital releases at the festival.
May 2018: Obamas Sign Deal with Netflix
In May 2018, former president Barack Obama and Michelle Obama signed a deal to produce docuseries, documentaries, and features for Netflix under their new production company, Higher Ground Productions.
June 2018: Partnership with Telltale Games Announced
In June 2018, Netflix announced a partnership with Telltale Games to port its adventure games to the service in a streaming video format.
July 2018: Netflix Earns Most Emmy Nominations
In July 2018, Netflix earned the most Emmy nominations of any network for the first time, receiving 112 nods.
August 2018: Deals with Harlan Coben and Alex Hirsch Signed
In August 2018, Netflix signed a five-year exclusive overall deal with author Harlan Coben and an overall deal with Gravity Falls creator Alex Hirsch.
October 2018: Netflix Acquired Albuquerque Studios
In October 2018, Netflix acquired Albuquerque Studios (ABQ Studios) for under $30 million, establishing its first US production hub.
November 2018: Paramount Pictures Signs Multi-Picture Deal
In November 2018, Paramount Pictures signed a multi-picture film deal with Netflix, making Paramount the first major film studio to do so.
December 2018: Partnership with ESPN Films Announced
In December 2018, Netflix announced a partnership with ESPN Films on a television documentary about Michael Jordan and the 1997–98 Chicago Bulls season titled The Last Dance.
2018: Netflix Produced 240 Original Shows and Movies
In 2018, Netflix produced 240 new original shows and movies, marking a significant increase in content output.
January 2019: Sex Education Debuts
In January 2019, Sex Education made its debut as a Netflix Original series, receiving critical acclaim.
January 22, 2019: Netflix Joins MPAA
On January 22, 2019, Netflix was approved for membership into the Motion Picture Association of America (MPAA), becoming the first streaming service to join.
February 2019: Mike Flanagan Signs Deal with Netflix
In February 2019, The Haunting creator Mike Flanagan and Trevor Macy signed an exclusive deal with Netflix to produce television content under their company, Intrepid Pictures.
May 2019: Deal with Dark Horse Entertainment
In May 2019, Netflix contracted with Dark Horse Entertainment to create television series and films based on comics from Dark Horse Comics.
July 2019: Opening a hub at Shepperton Studios
In July 2019, Netflix announced it would be opening a hub at Shepperton Studios as part of a deal with Pinewood Group.
August 2019: Deal with Game of Thrones Creators
In early-August 2019, Netflix negotiated an exclusive multi-year film and television deal with Game of Thrones creators David Benioff and D.B. Weiss. 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, part of the Remembrance of Earth's Past trilogy.
September 2019: The Duffer Brothers Sign Overall Deal
In September 2019, in addition to renewing Stranger Things for a fourth season, Netflix signed The Duffer Brothers to an overall deal covering future film and television projects for the service.
November 2019: Agreement with Nickelodeon
In November 2019, Netflix and Nickelodeon entered into a multi-year agreement to produce original animated content based on Nickelodeon's library of characters, expanding on their existing relationship.
2019: Netflix Produced 371 Original Shows and Movies
In 2019, Netflix produced 371 new original shows and movies, surpassing the total original series released by the entire U.S. TV industry in 2005.
January 2020: Adam Sandler Deal Announced
In January 2020, Netflix announced a new four-film deal with Adam Sandler worth up to $275 million.
February 2020: Partnerships with Japanese Creators
In February 2020, Netflix formed partnerships with six Japanese creators to produce an original Japanese anime project. This partnership includes manga creator group CLAMP, manga creator Shin Kibayashi, manga creator Yasuo Ohtagaki, novelist and film director Otsuichi, novelist Tow Ubukata, and manga creator Mari Yamazaki.
March 2020: SpongeBob SquarePants Spin-off Films
In March 2020, ViacomCBS announced it will be producing two spin-off films based on SpongeBob SquarePants for Netflix.
March 2020: Netflix Responds to Increased Broadband Consumption
In March 2020, some government agencies called for Netflix and other streamers to limit services due to increased broadband and energy consumption. In response, Netflix announced it would reduce bit rate across all streams in Europe, decreasing Netflix traffic on European networks by around 25 percent. The same steps were later taken in India.
April 2020: Deal with Chernin Entertainment
In April 2020, Peter Chernin's Chernin Entertainment made a multi-year first-look deal with Netflix to make films.
May 2020: Netflix Acquires Grauman's Egyptian Theatre
In May 2020, Netflix announced the acquisition of Grauman's Egyptian Theatre from the American Cinematheque to use as a special events venue.
July 2020: Sarandos Appointed Co-CEO
In July 2020, Netflix appointed Sarandos as co-CEO. That same month, Netflix invested in Black Mirror creators Charlie Brooker and Annabel Jones' new production outfit Broke And Bones.
September 2020: Deal with the Duke and Duchess of Sussex
In September 2020, Netflix signed a multi-million dollar deal with the Duke and Duchess of Sussex, Harry and Meghan, to create TV shows, films, and children's content.
December 2020: First-Look Deal with Millie Bobby Brown
In December 2020, Netflix signed a first-look deal with Millie Bobby Brown to develop and star in several projects.
2020: Netflix Earned 24 Academy Award Nominations
In 2020, Netflix earned 24 Academy Award nominations, marking the first time a streaming service led all studios.
2020: Netflix Received 20 TV and 22 Film Nominations at the Golden Globe Awards
In 2020, Netflix received 20 TV nominations and films distributed by Netflix also got 22 film nominations at the 78th Golden Globe Awards. It secured three out of the five nominations for best drama TV series for The Crown, Ozark and Ratched and four of the five nominations for best actress in a TV series: Olivia Colman, Emma Corrin, Laura Linney and Sarah Paulson.
2020: Netflix Acquired Studio Ghibli Streaming Rights
In 2020, Netflix secured exclusive streaming rights to Studio Ghibli's film library worldwide (excluding the US and Japan) through an agreement with Wild Bunch.
March 2021: Netflix Earns Most Academy Award Nominations
In March 2021, Netflix earned the most Academy Award nominations of any studio, with 36 nods, and also won the most awards with seven.
April 2021: Agreement with Sony Pictures Entertainment
In April 2021, Sony Pictures Entertainment announced an agreement for Netflix to hold the US pay television window rights to its releases beginning in 2022. 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.
July 14, 2021: First-Look Deal with Joey King
On July 14, 2021, Netflix signed a first-look deal with Joey King, star of The Kissing Booth franchise, in which King would produce and develop films for Netflix via her All The King's Horses production company.
July 2021: Netflix Hired Mike Verdu and Planned to Add Video Games
In July 2021, Netflix hired Mike Verdu as vice president of game development and announced plans to add video games by 2022.
July 2021: Mike Verdu Hired for Game Development
In July 2021, Netflix hired Mike Verdu as vice president of game development, with plans to add video games to the service by 2022. 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.
July 21, 2021: Zack Snyder Signs First-Look Deal
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 included a sequel to Army of the Dead and a sci-fi adventure film titled Rebel Moon.
August 2021: Netflix Originals Comprise 40% of US Library
As of August 2021, Netflix Originals made up 40% of Netflix's overall library in the US.
August 2021: Mobile Games Trial Launched in Poland
In August 2021, Netflix first launched trial offerings for Netflix users in Poland, offering premium mobile games based on Stranger Things, including Stranger Things 3: The Game, for free to subscribers through the Netflix mobile app.
August 2021: Netflix Launched Mobile Game Trials in Poland
In August 2021, Netflix launched trial offerings for Netflix users in Poland, offering premium mobile games based on Stranger Things including Stranger Things 3: The Game, for free to subscribers through the Netflix mobile app.
September 2021: Netflix Acquired Night School Studio
In September 2021, Netflix acquired Night School Studio, an independent video game developer, to support their gaming efforts.
September 2021: "TUDUM: A Netflix Global Fan Event" Announced
In September 2021, Netflix announced "TUDUM: A Netflix Global Fan Event", a virtual behind the scenes featuring first-look reveals for 100 of the streamer's series, films, and specials, with the inaugural show in late September 2021.
October 13, 2021: Netflix Book Club Launch
On October 13, 2021, Netflix announced the launch of the Netflix Book Club, partnering with Starbucks for a social series called But Have You Read the Book?. Uzo Aduba was announced as the inaugural host, discussing book adaptations over coffee at Starbucks.
October 2021: Netflix Shifts Viewership Metrics
In October 2021, Netflix announced a shift in its viewership metrics, moving from reporting the number of viewers or households that watched a show for at least two minutes to measuring the number of hours watched, including rewatches. The company stated this change would better align with linear broadcast television measurements, and help members and the industry better gauge success in the streaming world. The change was fully rolled out later in October 2021.
November 2, 2021: Netflix Launches Mobile Games
On November 2, 2021, Netflix officially launched mobile games for Android users worldwide, providing subscribers with free access to five games through the app, including two Stranger Things titles. The service intends to add more games over time, including some that can be played offline. iOS users gained access a week later on November 9th. Netflix Kids' accounts do not have access to games.
December 6, 2021: Netflix Teams Up with Stage 32
On December 6, 2021, Netflix and Stage 32 announced they have teamed up for the workshops at the Creating Content for the Global Marketplace program.
December 7, 2021: Netflix Partners with IllumiNative
On December 7, 2021, Netflix partnered with IllumiNative, a woman-led non-profit organization, for the Indigenous Producers Training Program.
2021: Netflix Films and Programs Received 30 SAG Award Nominations
In 2021, Films and programs distributed by Netflix received 30 nominations at the Screen Actors Guild Awards, more than any other distribution company, where their distributed films and programs won seven awards including best motion picture for The Trial of the Chicago 7 and best TV drama for The Crown. Netflix also received the most nominations of any studio at the 93rd Academy Awards—35 total nominations with 7 award wins.
2021: Netflix's Production Budget Reached $13.6 Billion
In 2021, the Netflix budget allocated to production reached $13.6 billion, surpassing any of its competitors.
January 2022: Netflix Orders Sports Docuseries
In January 2022, Netflix ordered additional sports docuseries from Drive to Survive producers Box to Box Films. The new series would follow PGA Tour golfers and professional tennis players on the ATP and WTA Tour circuits.
February 2022: The Power of the Dog Received 12 Academy Award Nominations
In February 2022, The Power of the Dog, a gritty western distributed by Netflix and directed by Jane Campion, received 12 nominations, including Best Picture, for the 94th annual Academy Awards. Films distributed by the streamer received a total of 72 nominations.
March 2022: Netflix Announces Dr. Seuss Partnership
In March 2022, Netflix announced a partnership with Dr. Seuss Enterprises to produce five new series and specials based on Seuss properties following the success of Green Eggs and Ham.
March 2022: Netflix Plans to Acquire Next Games
In March 2022, Netflix announced plans to acquire Next Games for €65 million as part of Netflix's expansion into gaming. Next Games had developed the mobile title Stranger Things: Puzzle Tales as well as two The Walking Dead mobile games.
March 2022: Netflix began to charge a fee for additional users
In March 2022, Netflix began to charge a fee for additional users in Chile, Peru, and Costa Rica to attempt to control account sharing.
April 13, 2022: Netflix Releases 'Our Great National Parks' and Announces Partnerships
On April 13, 2022, Netflix released the series Our Great National Parks, hosted and narrated by Barack Obama. It also partnered with Group Effort Initiative, and the Arab Fund For Arts And Culture. Additionally, Netflix announced an Exploding Kittens mobile card game and animated TV series, slated for a May release. The company also formed creative partnerships with J. Miles Dale and Japan's Studio Colorido.
April 2022: Password Sharing Concerns and Stock Drop
In April 2022, Netflix announced that 100 million households globally were sharing passwords, with 30 million in Canada and the US. Following these announcements, Netflix's stock price fell by 35%.
June 2022: Netflix Lays Off Employees
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.
July 1, 2022: Release of Stranger Things 4 Volume 2
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.
July 13, 2022: Netflix announced plans to launch an advertising-supported subscription option
On July 13, 2022, Netflix announced plans to launch an advertising-supported subscription option. Netflix's planned advertising tier would not allow subscribers to download content like the existing ad-free platform.
July 18, 2022: Netflix announced it would test the account sharing feature in more countries
On July 18, 2022, Netflix announced that it would test the account sharing feature in more countries, including Argentina, Dominican Republic, El Salvador, Guatemala and Honduras, to attempt to control account sharing.
July 19, 2022: Netflix Announces Acquisition of Animal Logic
On July 19, 2022, Netflix announced plans to acquire Australian animation studio Animal Logic.
July 20, 2022: Netflix announced that the advertising-supported tier would be coming to Netflix in 2023
On July 20, 2022, it was announced that the advertising-supported tier would be coming to Netflix in 2023 but it would not feature the full library of content.
August 2022: Original Productions Made Up 50% of Netflix's US Library
As of August 2022, original productions made up 50% of Netflix's overall library in the US.
September 2022: Netflix Opened a Mobile Game Studio in Helsinki, Finland
In September 2022, Netflix opened a mobile game studio in Helsinki, Finland.
September 2022: Studio Colorido Film Premiere
In September 2022, the first of three feature films co-produced with Japan's Studio Colorido premiered on Netflix as part of their multi-film deal.
October 2022: Netflix Interested in Cloud Gaming
In October 2022, Mike Verdu indicated Netflix's interest in cloud gaming options and continuing to expand their portfolio of games.
October 2022: Netflix Opened a New Studio in Southern California and Acquired Spry Fox
In October 2022, Netflix opened a new studio, their fifth overall, in southern California, alongside the acquisition of Spry Fox in Seattle.
October 2022: Netflix's UK Revenue Revealed
In October 2022, Netflix revealed that its annual revenue from UK subscribers in 2021 was £1.4bn.
November 3, 2022: Launch of ad-supported plan
On November 3, 2022, the ad-supported plan was launched in 12 countries: US, Canada, Mexico, Brazil, UK, France, Germany, Italy, Spain, Australia, Japan and South Korea. The ad-supported plan was called "Basic with Ads" and it cost $6.99 per month in the US at launch.
November 2022: Netflix announces strategic partnership with The Seven
In November 2022, Netflix announced a strategic partnership with The Seven, a Japanese production company owned by TBS Holdings, to produce multiple original live-action titles over the next five years.
December 2022: Korean Drama Popularity on Netflix
In December 2022, Netflix announced that 60% of its subscribers had watched a Korean drama. 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".
2022: Netflix Originals account for half of US library
By 2022, "Netflix Original" productions accounted for half of Netflix's library in the United States, and the company had begun publishing mobile games.
2022: Netflix Suspends Operations in Russia
Following the 2022 Russian invasion of Ukraine, Netflix suspended its operations and future projects in Russia. Netflix also announced that it would not comply with a proposed directive requiring internet streaming services with more than 100,000 subscribers to integrate major free-to-air channels.
2022: Planned Addition of Video Games
In July 2021, Netflix hired Mike Verdu as vice president of game development and announced plans to add video games by 2022.
January 2023: Netflix Announces Warsaw Engineering Hub
In January 2023, Netflix announced plans to open an engineering hub in its Warsaw office to provide Netflix's creative partners with software solutions for the production of films and series.
January 2023: Hastings Steps Down as Co-CEO
In January 2023, Reed Hastings stepped down from his role as co-CEO and assumed the role of executive chairman. He was replaced by Greg Peters, who joined Ted Sarandos as co-CEOs of Netflix.
February 2023: Netflix Launches Wider Rollout of Spatial Audio
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).
February 24, 2023: Netflix cut subscription prices
On February 24, 2023, Netflix cut subscription prices in more than 30 countries around the world to attract more subscribers from those countries. Malaysia, Indonesia, Thailand, the Philippines, Croatia, Venezuela, Kenya, and Iran are on the list of countries where the cost for a subscription will be reduced.
March 2023: Netflix Broadcasts First Global Live-Streaming Event
In March 2023, Netflix broadcast its first-ever global live-streaming event, the stand-up comedy special Chris Rock: Selective Outrage.
March 2023: Netflix Wins Six Academy Awards
In March 2023, Netflix won six Academy Awards, including four for All Quiet on the Western Front, which became the most awarded Netflix film. Guillermo del Toro's Pinocchio won Best Animated Feature, and The Elephant Whisperers won Best Documentary Short Film. Netflix also received 103 Emmy nominations.
April 2023: Netflix to Discontinue DVD-by-Mail Service
In April 2023, Netflix announced it would discontinue its DVD-by-mail service on September 29. Over its lifetime, the service had sent out over 5 billion shipments, and users of the service were able to keep the DVDs they had received.
May 2023: Password sharing crackdown in the US, UK, and Australia
By May 2023, Netflix began cracking down on password sharing in the US, UK, and Australia, enforcing stricter regulations. Under these new rules, multiple people can use and share one account, but they have to be under the same household. Netflix defines a household as people who live in the same location as the owner of the account.
May 2023: Netflix Bans Password Sharing
In May 2023, Netflix officially banned the use of password sharing between individuals of different households. Sharing an account was only available to those living in the same house.
May 2023: Anti-password-sharing measures expanded
In May 2023, stronger anti-password-sharing rules were further expanded to US and Brazil subscribers.
June 2023: Netflix Reworks Viewership Metrics
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 are now based on the total viewership hours divided by the total hours of the show itself.
June 2023: Most watched show globally revealed
The first "What We Watched: A Netflix Engagement Report", released in December 2023, revealed that The Night Agent was the most watched show globally between January and June 2023.
July 2023: Netflix added 5.9 million subscribers
In July 2023, Netflix added 5.9 million subscribers for the second quarter of the year for a total of 238.39 million subscribers overall. The US and Canada accounted for 1.2 million subscribers which was the largest regional quarterly gain since 2021.
August 2023: Netflix Announces Interactive Narrative Games Collection
In August 2023, the company announced Netflix Stories, a collection of interactive narrative games from Netflix series and movies such as Love is Blind, Money Heist, and Virgin River.
October 2023: Executive Promotions and Skydance Animation Deal
In October 2023, Eunice Kim was promoted to CPO and Elizabeth Stone was promoted to Chief Technology Officer (CTO). Also that month, Netflix announced a multi-film agreement with Skydance Animation beginning with Spellbound (2024), replacing part of its agreement with Apple TV+.
December 2023: Netflix Releases First "What We Watched" Report
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. The first report also revealed that The Night Agent was the most watched show globally during that period.
January 2024: Netflix Announces Agreement with WWE
In January 2024, Netflix announced a major agreement with professional wrestling promotion WWE, under which it would acquire the rights to its live weekly program Raw. The agreement was reported to be valued at $500 million per-year over ten years. As part of the agreement, Netflix also acquired the international rights to WWE's main weekly programs (Raw, SmackDown, and NXT) and pay-per-view events outside of the US, and the former WWE Network library of supplemental and archive content. Netflix would later acquire the library rights in the US under a separate deal, replacing an agreement with Peacock.
January 2024: Netflix Shareholder Lawsuit Dismissed
In January 2024, a federal judge dismissed a lawsuit filed by Netflix shareholders, stating that shareholders failed to provide instances of Netflix lying about subscriber growth.
February 2024: Netflix Joins Production of 'Patriots' on Broadway
In February 2024, Netflix joined with Peter Morgan, creator of Netflix series The Crown, to produce the play Patriots on Broadway. The venture is the first Broadway credit for the company but not its first stage project.
May 2024: Netflix Is a Joke festival
In May 2024, Netflix hosted its second Netflix Is a Joke festival in Los Angeles, streaming live specials like Katt Williams's Woke Folk and The Roast of Tom Brady, both of which reached Netflix's global top 10 within two weeks. Also in May 2024, Netflix announced it would stream National Football League Christmas games in 2024.
June 2024: Mike Verdu Moved to New Role Focusing on Game Development Innovation
In June 2024, Mike Verdu was moved into a new role focusing on "innovation in game development."
June 2024: Netflix House announcement
In June 2024, Netflix announced the development of new entertainment venues called "Netflix House" at the King of Prussia Mall in Pennsylvania and Galleria Dallas in Texas, featuring retail shops, restaurants, and interactive experiences based on Netflix Original content. Netflix House Philadelphia will include immersive experiences for Wednesday and One Piece, while Netflix House Dallas will feature Stranger Things: Escape the Dark and Squid Game: Survive the Trials.
July 2024: Netflix Hired Alain Tascan to Head Netflix Games
In July 2024, Netflix hired Alain Tascan, vice president of game development at Epic Games, to head up Netflix Games. As of July 2024, Netflix has over 80 games in development, releasing at least one game each month to attract fans.
July 2024: Netflix Receives 107 Emmy Nominations
In July 2024, Netflix received 107 Emmy nominations, making it the most nominated network.
July 2024: Netflix phased out cheapest subscription plan for users in France and the US
In July 2024, Netflix started phasing out its cheapest subscription plan for users in France and the US, a year after the plan was removed for Canada and the UK. Members in these countries have the option to sign up for either the standard ad-free plan or the ad plan.
July 31, 2024: Netflix support ended on older devices
On July 31, 2024, the Netflix app was automatically removed from second and third generation Apple TVs.
October 2024: Netflix Shut Down Southern California "Team Blue" AAA Gaming Studio
In October 2024, Netflix shut down its Southern California "Team Blue" AAA gaming studio, leading to the departure of several developers. However, Netflix indicated that it maintains a commitment to grow its gaming business despite the changes. Also, Netflix announced several games based on hit series including Netflix Stories: Outer Banks, Netflix Stories: A Perfect Couple, Netflix Stories: A Virgin River Christmas, and The Ultimatum: Choices, as well as a new daily word game in partnership with TED Talks, TED Tumblewords.
November 2024: Netflix streamed a boxing event
In November 2024, Netflix announced it would discontinue further work on interactive specials. On November 15, 2024, Netflix streamed a boxing event from AT&T Stadium in Arlington, Texas, headlined by Jake Paul versus Mike Tyson and Katie Taylor versus Amanda Serrano. The stream reached 65 million concurrent viewers, surpassing the 2023 ICC Men's Cricket World Cup final and had an average minute audience of 108 million worldwide.
December 12, 2024: Netflix Games Revealed Yu Suzuki's Steel Paws at The Game Awards 2024
On December 12, 2024, Netflix Games revealed game designer Yu Suzuki's next game Steel Paws at The Game Awards 2024.
December 2024: Netflix to broadcast FIFA Women's World Cup, Aired first NFL games
In December 2024, FIFA announced that Netflix would be the exclusive US broadcaster of the 2027 and 2031 FIFA Women's World Cup. On December 25, 2024, Netflix aired its first NFL games: Kansas City Chiefs versus Pittsburgh Steelers, and Baltimore Ravens versus Houston Texans. The games averaged over 30 million global viewers.
2024: Release of Spellbound
Netflix announced that in 2024 Spellbound would be released as part of its agreement with Skydance Animation.
January 2025: Netflix exceeds 300 million subscribers
In January 2025, Netflix announced it had exceeded 300 million subscribers worldwide after adding a record 18.9 million in Q4 of 2024, amounting to 41 million for the full year.
January 2025: Netflix Receives 18 Academy Award Nominations
In January 2025, Netflix received 18 Academy Award nominations across six titles, the most of any studio. Emilia Pérez received thirteen nominations. Emilia Pérez won Best Original Song for "El Mal," and Zoe Saldaña won Best Supporting Actress. The Only Girl in the Orchestra won Best Documentary Short.
May 2025: Netflix announces home screen redesign
In May 2025, Netflix announced a redesign of its home screen for the first time since 2013. The new design features a simplified appearance with more prominent metadata and replaces the sidebar menu with tabs along the top of the screen.
July 2025: Netflix Receives 120 Emmy Nominations
In July 2025, Netflix received 120 Emmy nominations, including 13 for Adolescence, 11 for Monsters: The Lyle and Erik Menendez Story, and 10 for Black Mirror. Netflix won 30 Emmys, including Outstanding Limited or Anthology Series for Adolescence. Owen Cooper, star of Adolescence, became the youngest Emmy winner in a male acting category at 15 years old.
August 2025: Exclusivity deal to stream World Baseball Classic in Japan
In August 2025, Netflix announced an exclusivity deal to stream the World Baseball Classic in Japan starting in 2026. Also, the animated musical KPop Demon Hunters (2025) became Netflix's most popular film of all time later that month.
October 2025: Netflix exploring a bid for Warner Bros. Discovery
In October 2025, Netflix, Inc. was reported to be actively exploring a bid for the studios and streaming assets of Warner Bros. Discovery (WBD). Netflix retained investment bank Moelis & Co. to evaluate a potential offer and had been granted access to WBD's financial data room.
November 2025: Netflix acquired rights to selected Major League Baseball (MLB) games
In November 2025, Netflix acquired rights to selected Major League Baseball (MLB) games for the 2026 to 2028 seasons, including Opening Night, the Home Run Derby, and an additional special event matchup each season, including the 2026 season Field of Dreams game.
November 2025: Netflix Released its First Batch of TV Games
In November 2025, Netflix released its first batch of TV games which members play by using their phone as a controller. The games included Boggle Party, Lego Party, Pictionary: Game Night, Tetris Time Warp and Party Crasher: Fool Your Friends.
December 4, 2025: Netflix won the bidding war for Warner Bros. Discovery
On December 4, 2025, Netflix won the bidding war for Warner Bros. Discovery, to be followed by exclusive talks to finalize a deal.
December 8, 2025: Paramount launched a hostile takeover of Warner Bros.
On December 8, 2025, Paramount launched a $77.9 billion hostile takeover of Warner Bros, offering $30 per share in cash, alleging lower regulatory hurdles, potentially benefiting shareholders.
2025: Netflix Raises Prices
After reporting a record number of new subscribers in Q4 2024, Netflix raised prices in early 2025.
2025: Netflix Launched "Responsive Recommendations"
In 2025 Netflix launched "responsive recommendations", which display titles on the home page based on what its users are actively searching.
2025: Projected Production Budget to Hit $18.9 Billion
The Netflix production budget is projected to hit $18.9 billion by 2025, exceeding any of its competitors.
January 2026: Netflix Receives 18 Academy Award Nominations
In January 2026, Netflix received 18 Academy Award nominations across six titles. Guillermo del Toro’s Frankenstein received nine nominations, Clint Bentley’s Train Dreams received three nominations, and The Perfect Neighbor, KPop Demon Hunters, The Singers and All the Empty Rooms also received nominations.
January 20, 2026: Netflix and Warner Bros. Discovery amended the proposed takeover
On January 20, 2026, Netflix and Warner Bros. Discovery amended the proposed takeover to a new all-cash deal, aiming to remove uncertainty related to Netflix's share price volatility, with Warner shareholders expected to vote on the deal by April.
February 2026: Netflix movies added to the Criterion Collection
In February 2026, it was announced that two Netflix movies, Guillermo del Toro’s Frankenstein (2025) and KPop Demon Hunters, were being added to the Criterion Collection, giving the films physical releases.
March 5, 2026: Netflix acquiring Ben Affleck's AI firm, InterPositive
On March 5, 2026, it was announced that Netflix was acquiring Ben Affleck's AI firm, InterPositive, which makes tools developed and intended for filmmaking. The purchase stems from the relationship between the two, with a first-look deal from Artists Equity, the new-model production company led by Affleck and Matt Damon.
2026: Netflix reaches 325 million memberships
By 2026, Netflix reached 325 million paid memberships in over 190 countries.
2026: Netflix to include video podcasts
In early 2026, Netflix announced it would expand its catalog to include video podcasts. It acquired the exclusive video podcasting rights from several podcast companies including IHeartMedia, The Ringer, and Barstool Sports. The shows include The Breakfast Club, Dissect and Pardon My Take.
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