Netflix and the State of Streaming Video in 2011

By Yossi Feinberg, Christy Johnson
2017 | Case No. SM267 | Length 17 pgs.

In 2010, only 16 percent of Americans were streaming movies and television shows online. By the end of 2011 that number would almost double, and the entertainment industry began barreling towards a digital future. This case follows Netflix, Hulu, Amazon, and HBO through the year 2011 as they launched and improved their streaming video capabilities. Though Netflix had historically been the most popular player in the streaming video market, Hulu, Amazon, and HBO had deep pockets and various incentives for entering this market and by the end of the year the competitive advantages of each player had begun to emerge. 

Learning Objective

The goal of this case is to enable students to think about game theory through the lens of a fast-moving, high-technology landscape. Students should be able to analyze the competitive advantage of competitors in the space and make strategic decisions based on assets including strategic partnerships, human capital, intellectual property, and brand value.
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