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Netflix presents viewers with recommendations based on interactions with the service, such as previous viewing history and ratings of viewed content. Netflix then partnered with the developers of eight services deemed the most valuable, including Instant Watcher, Fanhattan, Yidio and Nextguide. In April 2026, Netflix launched “Netflix Playground”, a gaming app for children featuring ad-free, offline-playable games based on popular characters, as part of its strategy to expand non gamstop casinos UK in family-oriented gaming. In November 2025, Netflix released its first batch of TV games which members play by using their phone as a controller.

As of July 2024, Netflix has over 80 games in development, releasing at least one game each month to attract fans. The company acquired Night School Studio, an independent video game developer, in September 2021. Verdu said in October 2022 that besides continuing to expand its portfolio of games, it was also interested in cloud gaming options. In July 2026, Netflix aired the MLB Home Run Derby for the first time as part of its three-year media rights agreement with Major League Baseball.

On July 21, Zack Snyder, director of Netflix’s Army of the Dead, announced he had signed his production company The Stone Quarry to a first-look deal with Netflix; his upcoming projects included a sequel to Army of the Dead and a sci-fi adventure film titled Rebel Moon. On July 14, 2021, Netflix signed a first-look deal with Joey King, star of The Kissing Booth franchise, in which King would produce and develop films for Netflix via her All The King’s Horses production company. In September 2019, in addition to renewing Stranger Things for a fourth season, Netflix signed The Duffer Brothers to an overall deal covering future film and television projects for the service. In May 2014, Netflix and Sony Pictures Animation had a major multi-deal to acquire streaming rights to produce films.

Discontinuation of DVD-by-mail, expansion of live events and venues, WWE (2023–present)

Orange is the New Black was nominated in the comedy categories, earning nominations for Outstanding Comedy Series, Outstanding Writing for a Comedy Series and Outstanding Directing for a Comedy Series. Among other nominations, House of Cards received nominations for Outstanding Drama Series, Outstanding Directing in a Drama Series and Outstanding Writing in a Drama Series. Among those nominations was Wright for Golden Globe Award for Best Actress – Television Series Drama for her portrayal of Claire Underwood, which she won. In February, Netflix announced it would enforce stricter regulations on password sharing, and by May 2023 it began cracking down in the US, UK, and Australia.

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The company shut down its Southern California “Team Blue” AAA gaming studio in October 2024, leading to the departure of developers like Overwatch producer Chacko Sonny, Halo veteran Joseph Staten and God of War art director Rafael Grassetti. In June 2024, Verdu was moved into a new role focusing on “innovation in game development.” The next month, Netflix hired Alain Tascan, vice president of game development at Epic Games, to head up Netflix Games. Netflix opened a mobile game studio in Helsinki, Finland in September 2022, and a new studio, its fifth overall, in southern California in October 2022, alongside the acquisition of Spry Fox in Seattle.

• On June 10, Netflix announced it was launching an online store for curated products tied to the Netflix brand and shows such as Stranger Things and The Witcher.
• It also partnered with Group Effort Initiative, a company founded by Ryan Reynolds and Blake Lively, to provide opportunities behind the camera for those in underrepresented communities.
• In January 2020, Netflix announced a new four-film deal with Adam Sandler worth up to $275 million.
• In June 2018, Netflix announced a partnership with Telltale Games to port its adventure games to the service in a streaming video format, allowing simple controls through a television remote.

As of July 2017, Netflix series and movies accounted for more than a third of all prime-time download Internet traffic in North America. That same month, it was reported that Netflix was among several parties—including Sony and Paramount—in early talks to buy online film discovery platform Letterboxd. In the same month, the company announced Reed Hastings would step down from its board in June of that year. In late-2025, Netflix began to make shifts into podcasts, acquiring rights to exclusively carry video from selected shows from iHeartMedia, Barstool Sports, (including Pardon My Take, Spittin’ Chiclets, and The Ryen Russillo Show) and The Ringer.

In January 2013, Netflix signed an agreement with Time Warner’s Turner Broadcasting System and Warner Bros. For the initial two years of this agreement, first-run and back-catalog content from Epix was exclusive to Netflix. By 2016, Netflix rebranded its DVD-by-mail service under the name DVD.com, A Netflix Company. The cost for streaming would be $7.99 per month, while DVD rental would start at the same price.

David Fincher’s win for Directing for a Drama Series for House of Cards made the episode the first from a streaming service to win a Primetime Emmy. On July 18, 2013, Netflix earned the first Primetime Emmy Awards nominations for original streaming programs at the 65th Primetime Emmy Awards. To support the games effort, Netflix began acquiring and forming a number of studios. In November, it acquired rights to selected Major League Baseball (MLB) games for the 2026 to 2028 seasons. The deals give Netflix exclusive streaming rights while adhering to the structures of traditional pay TV terms.

Analysts believed that Netflix’s purchase of the film helped to make the film instantly profitable for Paramount compared to a more traditional theatrical release, while Netflix benefited from the surprise reveal. In February 2018, Netflix acquired the rights to The Cloverfield Paradox (2018) from Paramount Pictures for $50 million and launched it on February 4, 2018, shortly after airing its first trailer during Super Bowl LII. In October 2017, Netflix introduced the “Skip Intro” feature, which allows customers to skip the intros to shows on its platform through a variety of techniques including manual reviewing, audio tagging, and machine learning. In October 2017, Netflix iterated a goal of having half of its library consist of original content by 2019, announcing a plan to invest $8 billion on original content in 2018. In September 2017, Netflix announced it would offer its low-broadband mobile technology to airlines to provide better in-flight Wi-Fi so passengers could watch movies on Netflix while on planes. In August 2017, Netflix acquired Millarworld, the creator-owned publishing company of comic book writer Mark Millar.

In October 2022, Netflix signed a creative partnership with Andrea Berloff and John Gatins. In September 2022, Netflix opened an office in Warsaw, Poland, responsible for the service’s operations in 28 markets in Central and Eastern Europe. On July 19, 2022, Netflix announced plans to acquire Australian animation studio Animal Logic.