The following infographic and report was created for a group assignment. All media cited remains property of and copyright to the respective rights holders. This work is licensed under Creative Commons Attribution CC BY-NC. For more information, go to https://creativecommons.org/licenses/by-nc/4.0/

1. ENTERTAINMENT COMPANY
Reed Hastings & Marc Randolph
co-found Netflix.
Launches Netflix.com
1st DVD rental and sales site
2007
Introducing streaming for
watching their services online
1999 Introduces a subscription service
2000
Reached 4.2 million
Netflix members
2002
Netflix makes
its initial public offering
2005
Netflix members’ rating
recommended movie
system is launched
2008
Partners with electronics
companies for allowing
users to stream on other
platforms than PC
2010
Now available on Apple products.
Launches Netflix in Canada
2013
Netflix became available in Europe
2014
Netflix launches throughout
Latin America and the Caribbean 2011
Netflix reaches to the
Netherlands.
Netflix earns 31 Primetime
Emmy nominations
2012
Netflix now has over 50 million
members
2015
Netflix launches in Australia,
New Zealand, Japan, and more
countries in Europe
2016
Netflix is available
worldwide
Netflix is the world’s leading online entertainment rental service
for streaming films, TV series, documentaries and their original shows
with more than 100 million members worldwide [1]. Members can
enjoy watching shows anytime, many times, on any supported
devices and importantly without any interrupted advertise with their
basis month by month contract [1]. In 1997, Netflix was founded by
Reed Hastings and Marc Randolph [2]. They started the company as
DVD rental service. In 1999 they offered online movie streaming
service and continually developed their service until now. Although,
the DVD rental service still operates in the USA [3]. Netflix has more
than 5,000 titles in only the USA, more than 150 original titles and
new titles will be added every month which makes Netflix is the
largest content library [4].
T I M E L I N E
1997
1998
[1]

2. B U S I N E S S M O D E L
A business model is vital for every company! A business model is needed
for every company to maintain sustainability and generate profit [5].
Netflix's business model has gone through many changes over time to
keep up with the continuous evolution of technology [6].
Netflix started out with a DVD-by-mail-
service business model [7]
They based their revenue model on a pay-
per-rental-service
The initial revenue model was unsuccessful
and so Netflix changed it to a subscription
based revenue model instead
Thanks to technology and the Internet, Netflix
finally introduced video-on-demand and online
streaming services to meet the demands of the
new generation of digital natives [8]
Netflix initially bundled both its streaming and
DVD rental services, which increased their
subscription pricing by double
Potential consumers and current customers of
Netflix were not happy with this and this led to
Netflix cancelling the bundle, separating them
both into solely two different services [9]
Netflix continued to be innovative and took a big
risk in attempting to create their own content [10]
The risk proved to be a huge success as shows
such as House of Cards and Orange is the New
Black received critical acclaims
House of Cards
Take 2
Netflix offers its own unique value propositions in their
business model that attracts and retains both potential
and current consumers which are:
To sum it up?
Wide variety of movies and
television shows
Creation of original content
Affordable price of its
monthly based subscription

3. ORIGINAL TITLES
COMPETITORS
H U L U & A M A Z O N P R I M E
Monthly
subscription
B e c a u s e o f t h e i r
s i m i l a r b u s i n e s s m o d e l
T o b e t h e l e a d e r , t h e y m u s t c o m p e t e a g a i n s t
e a c h o t h e r i n p r i c e
a n d o r i g i n a l c o n t e n t
$8
$8
$11
with advertises
CHEAPEST SUBSCRIPTION PLAN
of the 30 most
popular original
shows belongs to10
Top
With more than 10 million demand expressions
online for each of its top 3 series [15]
[12]
[13]
[14]
Amazon Prime
Hulu
THE MAN IN THE
HIGH CASTLE
11.22.63
12th
13th
L
NETFLIX STILL THE KING
OF STREAMING VIDEO
THAT'S WHY
& THE REASON OF
89%IN US HOUSEHOLDS
CHOOSING NETFLIX
[16]
[11]

4. G U I D E T O
T H R I V I N G I N
A D I G I T A L
E C O N O M Y
A T T E N T I O N E C O N O M Y :
With over half the
global population now
classified as 'Internet
users' there has been
a huge increase in
competition for
consumers' attention.
V A L U E O F C O N S U M E R A T T E N T I O N
Netflix currently
boasts the highest
percentage of peak
downloading traffic
in the US, meaing
they're winning the
bid for attention
[20].
W A Y S N E T F L I X E N H A N C E S A T T E N T I O N
Netflix's patented 'suggestion algorithm' allow users to
begin their next viewing activity as soon as they've
completed their previous show, with content specifically
chosen based on their tastes.
The Internet has changed more than just
how we communicate, it has caused a
fundamental shift in the way we think about
economics.
This economic
phenomenon, dubbed
the 'Attention
Economy', is of vital
importance to the
survival and success of
Netflix [17].
3.9 billion
pairs of valuable
eyes currently connected to
the Internet [18].
The battle for your eyeballs
0
10
20
30
40
N
etflixYouTube
H
TTP
Am
azon
Video
iTunesBitTorrent
H
uluFacebook
O
ther
This high proportion
of consumer attention
directed at Netflix's
content is reflected in
the company's
earnings [21].
million hours of
Netflix streamed per
day [19]
105+
Proportion of download traffic duing peak times [20]
$8.9
billion in
revenue
Algorithms
Psychology
Demographic Data
Collection of demographic information is key to ensure
Netflix is providing relevant and exciting content for its
users in order to garner attention.
The event affectionately known as the 'Netflix binge' is in
fact somewhat true. It has been found that streaming
services do have an addictive component making it very
difficult to stop at just one episode [22]
of all peak
internet traffic
in the US
37%
T H E

5. N E T W O R K E C O N O M Y :
= the growing value of the interconnectedness of
businesses, consumers and society, greatly aided
by the Internet [23].
T H E L O N G T A I L :
The Long Tail is a concept which displays that a market exists, no matter how
small, for every genre of content imaginable [28].
It is clear that Netflix have changed the game when
it comes to video consumption. Being able to take a
business from a traditional format to paving the way
for the streaming industry in an online world is no
easy task. It will be interesting to see how this
business continues to adapt and thrive.
100million users
worldwide
[24]
over The vast amount of
Netflix subscribers has
created a globally
connected network of
nodes working with each
other to add value.
190countries
have access
[25]
Let's get connected
S H A R I N G E C O N O M Y : What's mine is yours (kind of)
Ownership Access
Pay once,
own
forever
Paid
subscription
to gain
access to
content
= an economic system that revolves around the ability for individuals to
use/access an asset owned by somebody else [26].
Netflix has capitalised on the affordances of the Internet in order to create an
immense media library to be shared with those who are willing to pay.
80%of the UK population
subscribes to
something online
[27]
Something for everyone
Traditional media distribution methods could never accommodate this
demand, however the essentially limitless capacity of the Internet means
Netflix can provide anything we like.
120
million hours of video
content available on
Netflix [25]
T H E F U T U R E ?
This work is licensed under Creative Commons
Attribution-NonCommercial 4.0 International (CC BY-NC 4.0)

6. References
[1] About Netflix. (2017). Netflix Media Center. Retrieved 26 September 2017, from
https://media.netflix.com/en/about-netflix
[2] Hosch, W. (2017). Netflix, Inc. | American company. Encyclopedia Britannica. Retrieved 26 September
2017, from https://www.britannica.com/topic/Netflix-Inc
[3] DVD Netflix Service. (2017). Dvd.netflix.com. Retrieved 27 September 2017, from https://dvd.netflix.com
[4] Netflix International: What movies and TV shows can I watch and where can I watch them? (2017). finder
US. Retrieved 27 September 2017, from https://www.finder.com/global-netflix-library-totals
[5] Chatterjee, S. (2013). Simple Rules for Designing Business Models . California Management Review, 97-
124.
[6] Veit, D., Clemons, E., Benilian, A., Buxmann, P., Hess, T., Kundisch, D., Leimeister, J. M., Loos, P.,
Spann, M. (2014). Business Models. Business & Information Systems Engineering, 45-53.
[7] Ellis, K. (2015). Netflix closed captions offer an accessible model for the streaming video industry, but what
about audio description?. Communication, Politics & Culture, 3-20.
[8] Pardo, A. (2013). Digital Hollywood: How Internet and Social Media Are Changing the Movie Business.
Handbook of Social Media Management, 327-347.
[9] Kannan, P. K. (2013). Designing and Pricing Digital Content Products and Services: A Research Review. In
N. K. Malhotra, Review of Marketing Research (pp. 97-114). Bingley: Emerald Group Publishing Limited.
[10] Linz, C., Müller-Stewens, G., & Zimmermann, A. (2017). Radical Business Model Transformation: Gaining
the Competitive Edge in a Disruptive World. Croydon: Kogan Page Limited.
[11] Josephson, A. (2016). The Economics of Video Streaming Services. SmartAsset. Retrieved 30
September 2017, from https://smartasset.com/personal-finance/the-economics-of-video-streaming-services
[12] Griffith, E. (2017). Netflix vs. Hulu: Streaming Service Showdown. PCMag Australia. Retrieved 30
September 2017, from http://au.pcmag.com/tv-home-theaters/44872/feature/netflix-vs-hulu-streaming-service-
showdown
[13] Grozanick, R. (2017). How much does Netflix cost these days? Here’s the lowdown. Digital Trends.
Retrieved 29 September 2017, from https://www.digitaltrends.com/movies/netflix-cost-pricing-plan-breakdown/
[14] Waniata, R. (2017). Netflix vs. Hulu vs. Amazon Prime Instant Video. Digital Trends. Retrieved 30
September 2017, from https://www.digitaltrends.com/home-theater/netflix-vs-hulu-plus-vs-amazon-instant-
video/
[15] Lubin, G. (2016). Netflix's original shows are crushing Amazon and Hulu in demand. Business Insider
Australia. Retrieved 29 September 2017, from https://www.businessinsider.com.au/netflix-original-shows-beat-
amazon-hulu-demand-2016-12?r=US&IR=T
[16] Wang, C. (2016). Overwhelming majority of people watching streaming services still choose Netflix.
CNBC. Retrieved 30 September 2017, from https://www.cnbc.com/2016/07/21/overwhelming-majority-of-
people-watching-streaming-services-still-choose-netflix.html
[17] Goldhaber, M. (1997). The Attention Economy and the Net. First Monday, 2(4).
http://dx.doi.org/10.5210/fm.v2i4.519
[18] World Internet Users Statistics and 2017 World Population Stats. (2017). Internetworldstats.com.
Retrieved 1 October 2017, from http://www.internetworldstats.com/stats.htm
[19] Morris, I. (2016). Netflix announces it will launch in 130 more countries. The Guardian. Retrieved from
https://www.theguardian.com/technology/2016/jan/06/netflix-availability-country-added-china-english-north-
korea-ces
[20] Netflix. (2017). Letter to Stakeholders (Q4). Retrieved from
http://files.shareholder.com/downloads/NFLX/1371814617x0x870685/C6213FF9-5498-4084-A0FF-
74363CEE35A1/Q4_15_Letter_to_Shareholders_-_COMBINED.pdf
[21] Netflix: revenue in 2016. (2017). Statista. Retrieved 3 October 2017, from
https://www.statista.com/statistics/272545/annual-revenue-of-netflix/
[22] Franssen, C. (2015). The Netflix Addiction: Why Our Brains Keep Telling Us to Press Play. The Huffington
Post. Retrieved from http://www.huffingtonpost.com/catherine-franssen/the-netflix-addiction_b_8473094.html
[23] Leibowitz, S. (2002). Basic economics of the internet. In S. Leibowitz, Re-Thinking the Network Economy:
The True Forces that Drive the Digital Marketplace (pp. 9-24). New York: Amacom.
[24] Sweney, M. (2017). Netflix tops 100m subscribers as it draws worldwide audience. The Guardian.
Retrieved from https://www.theguardian.com/media/2017/jul/18/netflix-tops-100m-subscribers-international-
customers-sign-up
[25] Netflix. (2016). Netflix Is Now Available Around the World. Retrieved from
https://media.netflix.com/en/press-releases/netflix-is-now-available-around-the-world
[26] Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal Of
Business Research, 67(8), 1595–1600. http://dx.doi.org/10.1016/j.jbusres.2013.10.001
[27] Zuora. (2017). The Subscription Economy Inex. Retrieved from https://www.zuora.com/wp-
content/uploads/2017/06/Zuora-2017-Subscription-Economy-Index.pdf
[28] Anderson, C. (2009). The Long Tail. Wired, (12). Retrieved from https://www.wired.com/2004/10/tail/

7. Analysis of Netflix
An exploration of how Netflix operates in the new
economies of the Internet
Emma Hart, Karen Li Xan Wong, Ratima Chandrema
Table of Contents
Analysis of Netflix: Infographic Companion Report 2
Netflix: Company description and history................................................................................................. 2
Netflix: Company’s timeline ("About Netflix", 2017) ........................................................................... 2
Netflix: Business Model...................................................................................................................................... 3
Netflix competitors.............................................................................................................................................. 5
Netflix and the Digital Economy.................................................................................................................... 6
Netflix and the Attention Economy.............................................................................................................. 6
Netflix and the Network Economy................................................................................................................ 7
Netflix and the Sharing Economy ................................................................................................................. 8
Netflix and the Long Tail .................................................................................................................................. 8
The Future of Netflix........................................................................................................................................... 8
References................................................................................................................................................................ 9

8. Analysis of Netflix: Infographic Companion
Report
Netflix: Company description and history
Netflix is the world’s leading online entertainment rental service for streaming films, tv
series, documentaries and their original shows with more than 100 million members
worldwide ("About Netflix", 2017). Members can enjoy watching shows anytime,
many times, on any supported devices and importantly without any interrupted
advertise with their basis month-by-month contract ("About Netflix", 2017). In 1997,
Netflix was founded by Reed Hastings and Marc Randolph (Hosch, 2017). They
started the company as DVD rental service. In 1999 they offered online movie
streaming service and continually developed their service until now. However, the
DVD rental service still operates in the USA ("DVD Netflix Service", 2017). Netflix has
more than 5,000 titles in only the USA, more than 150 original titles and new titles will
be added every month which makes Netflix is the largest content library ("Netflix
International: What movies and TV shows can I watch and where can I watch
them?", 2017).
Netflix: Company’s timeline ("About Netflix", 2017)
1997 – Reed Hastings and Marc Randolph co-found Netflix.
1998 – Launches Netflix.com. The first DVD rental and sales site.
1999 – Introduces a subscription service. Their only subscription promotion that
offers unlimited DVD rental for a low monthly price.
2000 – Netflix members’ rating recommended movie system is launched which is the
system used to precisely predict movie choices for Netflix members.
2002 – Netflix makes its initial public offering.
2005 – Reached 4.2 million Netflix members.
2007 – Introducing streaming for watching their services online. Netflix members are
able to directly stream Netflix on their PC.
2008 – Start being partners with electronics companies for allowing users to stream
on other platforms than PC.

9. 2009 – Netflix partners with consumer electronics companies to stream on the PS3,
Internet connected TVs and other Internet connected devices.
2010 – Now available on Apple products. Launches Netflix in Canada.
2011 – Netflix launches throughout Latin America and the Caribbean.
2012 – Netflix became available in Europe.
2013– Netflix reaches to the Netherlands. Netflix earns 31 primetime Emmy
nominations, which makes Netflix as the first Internet TV network that have
ever been nominated.
2014 – Available for 6 more new countries in Europe. Netflix now has over 50 million
members.
2015 – Netflix launches in Australia, New Zealand, Japan, and more countries in
Europe.
2016 – Netflix is available worldwide.
Netflix: Business Model
In every company, a business model must always be present in ensuring its survival
and sustainability. A business model is a design of different activity systems of what
the current business itself invests in and does, formed on the logic and purposes that
drives the profits for specific businesses (Chatterjee, 2013). However as thanks to
the continuous evolution and developments of new technology such as the Internet,
which contributed greatly to the digitisation of content, this had caused many
traditional business models to be reshaped. These improvements and developments
act as a form of market disruption that had forced many companies to make specific
changes their business models in order to maintain sustainability (Veit, et al., 2014).
A perfect example of the shift in business models in order to take advantage of the
ever-growing technology is Netflix. The Internet allowed Netflix to take a more
modern approach in the traditional industry of DVD rentals by inventing a new
business model that allows customers to go onto its website and select a limited
number of shows that they would like to rent, having it automatically delivered to
them as opposed in needing to physically go to a store. Netflix initially first started out
with a business model of a DVD-by-mail-service with a pay-per-rental service
revenue model (Ellis, 2015). However, Netflix soon scrapped their old revenue model
and altered it to a subscription based revenue model where consumers are required
to pay a monthly subscription fee for an unlimited amount of DVDs as its initial

10. revenue model was unsuccessful. There are 3 different plans that consumers can
choose to subscribe to which are categorised as starter, standard and premium.
As everyone started to have access to the Internet on a daily basis and own smart
devices, Netflix continuously tried to expand and improve its business model to meet
the market demand. With the emergence of a new generation deemed as digital
natives as they grew up with technology, this particular group are used in having
instant gratification and wish to have the freedom in personalizing their own content
(Pardo, 2013). Netflix realised that this this particular issue acts as a gap in the
market and finally introduced video on demand and online streaming in its existing
business model. Now everyone can watch their favourite shows at their own pace
and time at anywhere and anytime on their devices. Netflix initially bundled both its
streaming and DVD rental services which caused its pricing to double but eventually
separated them into two different services as most of their current customers and
potential consumers were unhappy with the pricing as they tend to only rely on one
of the services (Kannan, 2013). Hence, Netflix had now jigged up its business model
in first solely relying on physical distributions, with having digital distributions as well.
Netflix’s streaming services also offer the same subscription based revenue model in
which the pricing is different as well as based on the plan chosen (basic, standard
and premium).
As stated above, it can be said that Netflix acted fast enough in taking advantage of
both technology and the consumers wants to achieve great success. Nevertheless,
Netflix continued to tweak with its business model, as they are vulnerable to potential
competition while being under the mercy of the licensors. Any company who outbids
Netflix may cause them to lose many potential customers. Netflix refused to rely
solely on content providers and took a big risk by radically modifying its business
model in creating their own content (Linz, Müller-Stewens & Zimmermann, 2017). It
turned out to be a huge success as some of Netflix’s own shows such as House of
Cards and Orange is the new Black did very well.
From the statements above, it can be seen that Netflix has come very far in terms of
its initial business plan and can be considered as a feasible alternative to the
traditional cable/satellite TV. This statement can be said to be true as Fiegerman
(2017) had stated that Netflix’s total number of subscribers since the first quarter of
2017 are just a shy away from 99 million users. As Netflix continues to offer its
unique value propositions of its creation of original content, the affordable price of its

11. monthly based subscription and its wide variety of movies and television shows, they
will definitely go far in the future.
Netflix competitors
Hulu & Amazon
The economics of video streaming services are the new rising economy at the
moment. Josephson (2016) predicts that the revenue of TV video and subscription
streaming services will be higher than the revenue from the country’s theater box
offices by 2017. There only a few video streaming services are the leaders in this
economy which are Netflix, Hulu, and Amazon Prime. They use the similar business
model which offer their contents to the customers by subscribing to a monthly
subscription. Therefore, to outplay in the video streaming industry the company must
attract customers with its original titles and have a reasonable monthly price for the
service (Josephson, 2016).
So, let’s compare these two factors between Netflix, Hulu, and Amazon Prime
Price
Netflix monthly subscription cost depends on the video resolution and number
of streaming devices which the lowest cost is $8 and the highest cost is $12.
Netflix members will not get interrupted by any commercial (Grozanick, 2017).
Hulu lowest monthly subscription cost is $8 same as Netflix but in this plan,
users will experience commercial pop up regularly. To avoid commercial
members must upgrade the plan to $12 monthly subscription (Griffith, 2017).
Amazon Prime offers 2 subscription plans which are $11 per month and $99
per year. Members of both plans will able to stream 4K Ultra HD video without
any extra cost and commercial-free (Waniata, 2017).
Original content
According to Lubin (2016), he shows the top 30 of original titles based on
viewers’ demand in 2016. From the list, there are only 4 of Hulu’s original
series made it on the list, and Amazon Prime’s had 4 as well. On the other
hand, 16 of Netflix’s original titles are in the list, moreover, top 10 places all
belonged to Netflix. Furthermore, nine of the top 10 original series which have

12. been most watched in 2016 were Netflix original (Kim, 2017). Only one title
from Hulu which was in 9th
place.
Netflix is still the king of the streaming video industry with the lowest monthly
subscription plan price and the success of its original titles. According to Wang
(2016), the report shows that 89 percent of US households that subscribe to a
streaming service chose Netflix. This reveals Netflix may stay ahead of its
competitors for years from now.
Netflix and the Digital Economy
The new digital economic environments enabled by the rise of the Internet have lead
to a shift in the way we as a society can understand modern business environments.
As detailed above, Netflix’s business model and its current successes are highly
dependent on the company’s ability to adapt to changing economic climates. There
are four key modern economic concepts that Netflix have utilised in their business
practices: the Attention Economy, the Network Economy, the Sharing Economy, and
the Long Tail.
Netflix and the Attention Economy
Goldhaber, 1997, outlines the attention economy as an environment where attention
is considered a scarce and valuable resource. Attention is arguably one of the most
important resource relied on by Netflix for profits. Over half the world’s population
can now be classified as regular Internet users, meaning there has never been more
competition for consumer attention ("World Internet Users Statistics and 2017 World
Population Stats", 2017). Netflix are highly aware of the value consumer attention
brings to their business and employ multiple strategies in order to maximise
attention.
One key feature of Netflix is their patented ‘suggestion algorithm’, which analyses
customers viewing habits in order to provide constant new suggestions. This
continuous influx of new content being suggested keeps customers engaged and
provides information that causes them to spend more time using the service
(Vanderbilt, 2013).

13. The process of collection and analysing customer demographic data is also an
element of the service that enables enhanced attention. During account set up Netflix
gathers certain demographic information about each customer and uses this data to
gain insight on what kind of content to produce in the future (McAlone, 2017). This
ability to predict trends in viewing keeps the content up to date and attractive
meaning Netflix can draw more attention and enhance competitiveness (McAlone,
2017).
There are also some psychological components that come into play in terms of
extending consumer attention. It has been found that parts of the Netflix viewing
experience actually interact with our brain’s reward mechanisms (Franssen, 2015).
Features such as the ‘check mark system’ signalling completed episodes, bright
screen lights, and personalised recommendations all trigger customer happiness
(Franssen, 2015). This amplified happiness contributes to the addictive nature of the
‘Netflix binge’, further assisting the goal of increased consumer attention.
These strategies used by Netflix have greatly contributed to Netflix’s current success.
The service takes up the largest proportion of peak time bandwidth in the United
States. With over 105 million hours streamed per day worldwide it is clear that the
battle for customer’s attention is being won (Netflix, 2017). This vast level of
consumer attention has resulted in the $8.9 billion in revenue raised by the service,
reported in 2016 (“Netflix: Revenue in 2016”, 2017).
Netflix and the Network Economy
Leibowitz, 2002, describes the network economy as the increasing importance of
connections between business, consumers and society to the modern economy,
which has been significantly supported by the rise of the Internet. In the case of
Netflix, the vast amount of connected customers has created a global network of
nodes all linked in order to add value. There are over 100 million users across the
world (Sweney, 2017), spread across 190 countries (Netflix, 2016). All of these
connections can add value through the increase in global data available to the
company to be used in order to further fine-tune the service.

14. Netflix and the Sharing Economy
Belk, 2014, explains the sharing economy as a system that revolves around the
ability for individuals to access and use an asset owned by another entity. The
sharing economy has been displayed in the recent shift observed from desire to own,
to permission to access. Rather than selling a physical product or one time service,
Netflix operates by offering access to their library of video media for the price of a
monthly subscription fee. With 80% of the population of the United Kingdom
subscribing to an online service (sharing) and media sales (owning) on the decline
we can see this shift in action (Zuora, 2017). Subscriptions allow greater flexibility for
customers and the rise in these types of services have been a key indicator of
economic changes seen in the digital age.
Netflix and the Long Tail
The Long Tail concept describes that there is a market for every niche related to a
form of media (Anderson, 2009). Relating this concept to Netflix, we see that the
affordances of the Internet allow for a greater range of media available to consumers.
These niche genres may have never been available to consumers using traditional
media distribution methods due to the constraints of previous technologies. With 120
million hours worth of content available for viewing there is something for every taste
(Netflix, 2016).
The Future of Netflix
From our analysis it is clear that Netflix have changed the face of video consumption
since their establishment in the 90s. The ability to be an evolving business and
transform from traditional distribution methods to being at the cutting edge of online
streaming technology is astounding, and it will be interesting to watch as this
business continues to face the challenges of an ever-changing economic climate.

15. References
Anderson, C. (2009). The Long Tail. Wired, (12). Retrieved from
https://www.wired.com/2004/10/tail/
About Netflix. (2017). Netflix Media Center. Retrieved 26 September 2017, from
https://media.netflix.com/en/about-netflix
Belk, R. (2014). You are what you can access: Sharing and
collaborativeconsumption online. Journal Of Business Research, 67(8), 1595–1600.
http://dx.doi.org/10.1016/j.jbusres.2013.10.001
Chatterjee, S. (2013). Simple Rules for Designing Business Models. California
Management Review, 55(2), 97-124.
DVD Netflix Service. (2017). Dvd.netflix.com. Retrieved 27 September 2017, from
https://dvd.netflix.com
Ellis, K. (2015). Netflix closed captions offer an accessible model for the streaming
video industry, but what about audio description?. Communication, Politics & Culture,
47(3), 3-20.
Fiegerman, S. (17 April, 2017). Netflix nears 100 million subscribers. Retrieved from
CNN Website: http://money.cnn.com/2017/04/17/technology/netflix-subscribers/index.html
Franssen, C. (2015). The Netflix Addiction: Why Our Brains Keep Telling Us to Press
Play. The Huffington Post. Retrieved from http://www.huffingtonpost.com/catherine-
franssen/the-netflix-addiction_b_8473094.html
Goldhaber, M. (1997). The Attention Economy and the Net. First Monday, 2(4).
http://dx.doi.org/10.5210/fm.v2i4.519
Griffith, E. (2017). Netflix vs. Hulu: Streaming Service Showdown. PCMag Australia.
Retrieved 30 September 2017, from http://au.pcmag.com/tv-home-
theaters/44872/feature/netflix-vs-hulu-streaming-service-showdown
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