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Can Netflix Survive in the New World It Created? They had good reason to celebrate. Netflix, since its streaming service debuted in 2. More than 8. 1 million subscribers pay Netflix $8 to $1. Watch Stewart Lee: 90S Comedian Download more. Over the last five years, cable has lost 6. Those still paying for cable television were watching less of it. In 2. 01. 5, for instance, television viewing time was down 3 percent; and 5. The Originals Season 1 Episode 1 Watch Online on this page.

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Netflix, according to a study by Moffett. Nathanson, an investment firm that tracks the media business.

All of this has made Netflix a Wall Street favorite, with a stock price that rose 1. Easy access to capital has allowed the company to bid aggressively on content for its service. This year Netflix will spend $5 billion, nearly three times what HBO spends, on content, which includes what it licenses, shows like AMC’s “Better Call Saul,” and original series like “House of Cards.” Its dozens of original shows (more than 6. Having invented the binge- streaming phenomenon when it became the first company to put a show’s entire season online at once, it then secured a place in the popular culture: “Netflix and chill.”But the assembled executives also had reason to worry.

Just because Netflix had essentially created this new world of internet TV was no guarantee that it could continue to dominate it. Hulu, a streaming service jointly owned by 2. Century Fox, Disney and NBC Universal, had become more assertive in licensing and developing shows, vying with Netflix for deals.

And there was other competition as well: small companies like Vimeo and giants like Amazon, an aggressive buyer of original series. Even the networks, which long considered Netflix an ally, had begun to fight back by developing their own streaming apps. Last fall, Time Warner hinted that it was considering withholding its shows from Netflix and other streaming services for a longer period.

John Landgraf, the chief executive of the FX networks — and one of the company’s fiercest critics — told a reporter a few months ago, “I look at Netflix as a company that’s trying to take over the world.”At the moment, Netflix has a negative cash flow of almost $1 billion; it regularly needs to go to the debt market to replenish its coffers. Its $6. 8 billion in revenue last year pales in comparison to the $2. Time Warner and 2. Century Fox. And for all the original shows Netflix has underwritten, it remains dependent on the very networks that fear its potential to destroy their longtime business model in the way that internet competitors undermined the newspaper and music industries. Now that so many entertainment companies see it as an existential threat, the question is whether Netflix can continue to thrive in the new TV universe that it has brought into being. To hear Reed Hastings explain it, there was never any doubt in his mind that, as he told me during one interview, “all TV will move to the internet, and linear TV will cease to be relevant over the next 2. Viewers, in other words, will no longer sit and watch a show when a network dictates.

According to Hastings, Netflix may have begun as a DVD rental company — remember those red envelopes? TV shows and movies through the internet, allowing customers to watch them whenever they wanted. Now that future has begun to take shape. The television industry last went through this sort of turbulence in the late 1. Previously, of course, television had been mostly transmitted via the public airwaves, and the major networks made the bulk of their money from advertising.

But cable provided an indisputably better picture, and the proliferation of cable networks came to offer a much greater variety of programming. In time, consumers concluded that it was worth paying for something — TV — that had previously been free. This meant that in addition to advertising dollars, each cable channel received revenue from all cable customers, even those who didn’t watch that channel. By 2. 00. 0, 6. 8.

Americans had subscriptions, giving them access to the several hundred channels the industry took to calling “the cable bundle.”Hastings knew the internet would eventually compete with that bundle, but he wasn’t entirely sure how. And so he had to be flexible. Sarandos says that in 1. Hastings thought shows would be downloaded rather than streamed. At another point, Netflix created a dedicated device through which to access its content, only to decide that adapting its service to everything from mobile phones to TV sets made more sense.

The Netflix device was spun out into its own company, Roku.) In 2. Netflix’s DVD- by- mail business remained lucrative, and long before the internet was ready to deliver a streaming movie without fits and starts, Hastings directed Netflix to build a stand- alone streaming service. Netflix’s approach to what it streams has been similarly flexible. At first, the company focused on movies, logically enough: 8.

DVD rentals were films. But despite deals with two premium movie channels, Starz and Epix, Netflix found the distribution system to be largely inhospitable. Netflix usually didn’t get access to a new movie until a year or so after it ran in theaters. It then held the distribution rights for only 1. TV for the next seven or eight years.

This frustrated customers who couldn’t understand why something was there one month and gone the next or why, for that matter, so many titles were missing entirely from Netflix’s catalog. So the company shifted to television.

Cable networks like FX and AMC were developing expensive, talked- about dramas, the kind HBO pioneered with “The Sopranos” and “The Wire.” But these series, with their complex, season- long story arcs and hourlong format, seemed to be poor candidates for syndication, unlike self- contained, half- hour sitcoms like “Seinfeld,” which can be watched out of order. Hastings and Sarandos realized that Netflix could become, in effect, the syndicator for these hourlong dramas: “We found an inefficiency,” is how Hastings describes this insight. One of the first such series to appear on Netflix was AMC’s “Mad Men,” which became available on the site in 2. Knowing from its DVD experience that customers often rented a full season of “The Sopranos” in one go, Netflix put the entire first four seasons of “Mad Men” online at once. Bingeing took off. Television networks lined up to license their shows to Netflix, failing to see the threat it posed to the established order.