[1/2] About Netflix - Business Plans and Organization (Category Business)
After watching. podcast And with Elizabeth Stone, who's the CTO of Netflix, I was curious about how they're doing, where the business is looking, what the organization looks like, and what the engineering culture looks like, and what the architecture is doing. In the first post, we will discuss everything except architecture.
Netflix is betting on the following destinations
1Main streaming business Investment in original content is increasing here, tools for film production are developing. Personalization of the service is improved and joint use is monetized (share-sharing) Successfully piloting live broadcasts Work is underway to increase subscribers, for example, due to tariff plans with advertising
2м Advertising business Initially, the company quickly entered the advertising market with Microsoft. A year and a half after the launch of tariffs with advertising, Netflix announced the creation of its own ad-tech platform The goal is to independently control advertising technologies to offer brands more targeted and personalized ads for ~270 millions of users.
3Market of video games and cloud gaming
- Starting with 2021 Netflix included mobile games in the subscription
- In 2024 Netflix has appointed Alain Taskan, the former head of Epic Games, to make “playing Netflix as easy as streaming a movie on Friday night.”
- In 2025 The year Netflix entered the market of cloud gaming and started integrating games directly into the Netflix app on TV: the user chooses the game on the TV screen, and the smartphone is used as a controller. Netflix removes unnecessary obstacles for casual players
- To the first. 10 months 2025 The number of downloads of games has increased by 17% (before ~74,8 million) compared to the same period 2024 years.
If we talk about the organizational structure, the technology division plays a strategic role. In January 2023 The year co-founder Reed Hastings retired from operational management, and management moved to two co-CEOs: Ted Sarandos is in charge of content and Greg Peters is in charge of product and technology. Greg Peters previously led the development and product organization Netflix for many years, and with his promotion to co-CEO, the technology agenda has received an even higher priority at the senior management level. At the end 2023 Netflix has updated the top technical staff The position of CTO appeared and Elizabeth Stone was appointed to the post of chief technical officer. (about the podcast I'm with. told earlier). Stone came to Netflix 2020 During the year, she led the Data & Insights team. (Department of Product Analytics and Data Science). Perhaps this appointment emphasizes that the company sees its future in a close symbiosis of technology and data analysis.
- In parallel with the position of Chief Product Officer (CPO) Eunice Kim, responsible for the user product (interfaces, recommendations, game UX, etc.)
According to Greg Peters, these two leaders “will lead an extremely important part of our service” – that is, the entire technical platform and user experience, improving the search and discovery of content. (films, series and games) for the audience. Thus, at the top management level, a tandem has been created in which technology and product are the focus of Netflix’s development.
If we talk about the engineering culture, it is perfectly described by Elizabeth in the already mentioned podcast. And next post I'll talk about the infrastructure and architecture of Netflix. (Or at least what they’ve said in public. 10-15 years).
#Culture #Management #Leadership #Processes #Engineering #Software