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The inside story of Netflix’s incredible rise and uncertain future as master of the video universe
Netflix has come a long way since 1997, when Marc Randolph and Reed Hastings decided to start an online DVD store before most people owned a DVD player. Yet its long-term success—or even survival—is still far from guaranteed.
Journalist Gina Keating recounts the fast-paced drama of the company’s turbulent rise to the top and its attempt to invent two new kinds of business. First it engaged in a grueling war against videostore behemoth Blockbuster, transforming movie rental forever. Then it jumped into an even bigger battle for online video streaming against Google, Hulu, Amazon, and the big cable companies.
Drawing on extensive interviews and her years covering Netflix as a reporter, Keating makes this tale as absorbing as it is important.
- Sales Rank: #294538 in Books
- Brand: Brand: Portfolio Trade
- Published on: 2013-09-24
- Released on: 2013-09-24
- Original language: English
- Number of items: 1
- Dimensions: 8.40" h x .90" w x 5.40" l, .60 pounds
- Binding: Paperback
- 304 pages
- Used Book in Good Condition
From Booklist
Founded in 1997 by Marc Randolph and Reed Hastings, Netflix became one of the biggest dot-com success stories. But at the time, the idea of renting DVD movies by mail was considered a long shot, as DVD was barely an established format. Keating separates fact from legend in this story of how the tiny upstart, Netflix, took on and ultimately decimated the goliaths of the industry, Blockbuster Video and Hollywood Video. Although consumers caught on to the service and benefited from the price wars between Netflix and Blockbuster’s rival online service, the companies strained under the pressure of competing at a loss to see who could outlast the other. Fans of either service will be amazed at the machinations that went on behind the scenes while they were blithely enjoying movie after movie on the industry’s dime. It seems that only Apple Computer rivals Netflix in how its customers hold a deep personal attachment to the brand “experience,” and fans of the service will get a lot of insight into how much risk, dedication, and commitment it took to bring that experience into being. --David Siegfried
Review
“The little red envelope that could . . . and did! This is a classic Silicon Valley start-up tale and Keating gives readers behind-the-scenes access to a story that continues to play out in America’s mailboxes, living rooms, and mobile devices every day.”
—JIM COOK, CFO of Mozilla; Netflix founding team member
“A well-crafted, well-researched, and well-sourced page-turner. Keating is no stranger to this subject, having covered Netflix for years as a reporter, and gives readers a fascinating and insightful look into the inner workings of a company that forever changed how America watches movies.”
—LORI STREIFLER, executive editor, City News Service Inc.
“Even if all you know about Netflix is that it has bright red mailers and comes out of your Roku box, Keating’s reporting will make you want to sit down and learn more. It’s a tale of corporate intrigue, gigantic success, and enormous failure.”
—ALLAN PARACHINI, adjunct professor, California State University; former Los Angeles Times reporter
“Netflixed has all the drama and intrigue of a Hollywood blockbuster, but for me, it was also nostalgic. Gina Keating perfectly captured the pressure, energy, and emotion we all felt as we fought Netflix for control of America’s living rooms. I’m often asked by people, ‘What happened at Blockbuster?’ Now I can tell them . . . just read Netflixed.”
—BEN COOPER, EVP, Camelot Strategic Marketing & Media; former head of marketing, Blockbuster Online
“…Veteran media journalist Keating’s nonfiction debut is a surprisingly swift-paced mix of investigative journalism and thrillerlike suspense. The major players in the game—Netflix CEO Reed Hastings and Blockbuster’s John Antioco—are both complicated characters, and Keating does a commendable job painting a portrait of these very different business leaders, each with his own unique approach to vying for the same brass ring: domination of the American home-entertainment market …An impressive look at the infinite complexities and cutthroat competition driving the deceptively simple business of 21st-century movie delivery.
—Kirkus Reviews
“There's a grim reality behind the magical wafting of DVDs to our mailboxes, according to this lively, canny business potboiler…[This] colorful narrative climaxes with Netflix and archrival Blockbuster throttling each other in an old-fashioned price war that Netflix wins by a hair. Keating hypes the allegedly world-shaking technological transformations in how we access digital content, but what's far more interesting and dramatic is her smart portrait of how an ever-changing capitalism stays very much the same.”
—Publishers Weekly
“Keating separates fact from legend in this story of how the tiny upstart, Netflix, took on and ultimately decimated the goliaths of the industry, Blockbuster Video and Hollywood Video… It seems that only Apple Computer rivals Netflix in how its customers hold a deep personal attachment to the brand “experience,” and fans of the service will get a lot of insight into how much risk, dedication, and commitment it took to bring that experience into being.”
—DAVID SIEGFRIED, Booklist
About the Author
Gina Keating was a staff reporter for Reuters and United Press International for more than a decade. Her work has appeared in Variety, Southern Living, and Forbes.
Most helpful customer reviews
5 of 5 people found the following review helpful.
Blockbusted!
By K. Newcomer
As an avid movie fan and long time customer of Blockbuster I switched to Netflix a few years ago as I loved the no late fees concept. The library from Netflix of course was huge so that was a plus as well. This book helps to explain the disruption in the market for movie fans and how slow Blockbuster was to respond. Reminds me a lot about the ongoing battle with Amazon and Barnes and Noble (Barnes and Noble responded a little better).
Gina Keating does a good job balancing the two sides and taking the reader into both houses to understand the thought process for Blockbuster and Netflix. I enjoyed reading about Johnny Antioco from Blockbuster as he so badly wanted to implement certain ideas, but at times was misguided.
Anyone who is a fan of corporate strategy will enjoy this read as Netflix enjoyed having large amounts of cash and low overhead compared to Blockbuster with a serious cash burn and high overhead. In addition Blockbuster had franchisees not on the same page with overall strategy. Netflix also had a personal credo of "great brands had to connect with customers on a personal level". If used wisely and monitored this is where social media helps certain companies.
Good book on how to get after the more established companies and disrupt "business as usual". Anyone starting a business and challenging mature companies and markets needs to read and understand this book. Well written and an interesting read for sure.
3 of 3 people found the following review helpful.
Mandatory read for any tech entrepreneur
By Ilya Grigorik
Three well-researched books in one: history and evolution of movie rental business, the rise of Netflix and downfall of Blockbuster, battles with Carl Icahn, and more. Gina Keating manages to give the reader a first-person account of all the critical turning points as if you were in the boardroom of each of these companies - it's a real page-turner, both for the storytelling as well as the business, operational, and technology insights hidden in these pages.
It's rare to find a book that can provide a complete head-to-head and blow-by-blow overview of an entire industry -- "Netflixed" is exactly that for the media rental industry. A mandatory read for any tech entrepreneur!
0 of 0 people found the following review helpful.
Netflix & Blockbuster oral histories assembled into a wonderful, rollicking narrative by Gina Keating
By Andy Orrock
Gina Keating's 'Netflixed' is more than just a tale about the rise of Netflix. It's a fascinating - dare say 'gripping' - narrative of the no-holds-barred, street alley fight between Netflix and Blockbuster for America's eyeballs.
We all collectively joke today about Blockbuster's dead meat adherence to its bricks and mortars roots while the country hurtled inexorably towards a broadband future. Keating reminds us that it almost didn't turn out that way. There was a period in time in which Blockbuster - under the stewardship of CEO John Antioco & SVP/GM Shane Evangelist (has there ever been a better name for a corporate leader?) - conceived and masterfully executed Blockbuster Online, an online/offline play which terrified Netflix executives to their bones. Keating's book is as much Antioco & Evangelist's story as it is Reed Hasting's.
For the record, it was Carl Icahn and Jim Keyes that ultimately destroyed the promise of Blockbuster Online, not Netflix. Keating makes a very compelling case on that account. Consider it death by one's own hand.
On the Netflix side, it's less Hasting's tale than it is Mark Randolph's, the founder and spiritual touchstone of Netflix. Keating's stories from early days of Netflix have the feel of a joyous, swashbuckling band of pirates. The author does tip her hat to Hastings though -- the man's combination of entrepreneurial chops, serious smarts, ability to be the secret whisperer to the financial markets and sheer will of personality are a fearsome combination in one man. This is no accidental success story.
In her Acknowledgements, Keating relates that "[t]hese executives humbled me with candid self-assessment, the likes of which I had rarely heard as a longtime journalist covering the financial, political, and legal realms. Simply being allowed to share their thoughts and emotional journey at such close range made this project highly satisfying." Her talent is that she took these oral histories and assembled them into this wonderful, rollicking narrative. I highly recommend you check it out.
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