Netflix Mission Statement

Company: Netflix, Inc
Co-CEOs: Ted Sarandos & Greg Peters
Year founded: 1997
Headquarter: Los Gatos, USA
Employees (Dec 2022): 12,800
Type: Public
Ticker Symbol: NFLX
Market Cap (Feb 2023): US$162.95 Billion
Annual Revenue (FY22): US$31.6 Billion
Profit | Net income (FY22): US$4.49 Billion

Fun Fact:

Did you know that Netflix was originally called Kibble?

Table of Contents

An Overview of Netflix

Founded in 1997, Netflix has grown from a DVD rental business to the world’s most popular streaming service. From 2001 to 2022, the number of Netflix subscribers has increased from less than 500,000 to 230.74 million. The streaming giant has millions of paying customers in over 190 countries and attracting subscribers faster than any rival. [1]

Netflix’s tremendous growth over the years is attributed to the variety of original content on offer and how the business operates. It offers original series, movies, documentaries, and feature films in different languages and genres. In Jan 2023, the company changed its leadership structure by introducing co-CEO Greg Peters to manage the business alongside Ted Sarandos. Reed Hasting (Co-founder) has stepped down as CEO and will remain a chairman. [2]

So, why is Netflix so successful? Well, it has something to do with its mission and values. Here is an in-depth analysis of Netflix’s mission statement, core values, and culture:

Netflix mission statement is:

“We want to entertain the world.”

What it means:

Netflix’s mission statement consists of two elements:

1. Best-in-class entertainment:

Netflix has invested heavily to give consumers access to best-in-class TV shows, movies, and documentaries with the industry-leading video quality. Over the years, the streaming giant has accumulated an extensive library of originals, which viewers can access with a single subscription.

It is one of the few platforms that does not interrupt viewers’ experience with advertisements. Netflix also offers quality app support, control, and a customized interface for kids. It is fulfilling its mission to deliver best-in-class entertainment experiences to the masses. [3]

2. Global Dominance:

Currently, Netflix has 230 million subscribers, followed by Amazon Prime with 150 million and Disney Plus with 87 million.

The streaming giant is available in more than 30 languages and 190 countries, with 74m users in the US and Canada, 76.7m in EMEA, 41.6m in Latin America, and 38m in the Asia Pacific. The company is strengthening its global dominance. [4]

Netflix Values

Netflix’s values reinforce specific behaviors and skills it cares about and won’t compromise. It covers everything, from judgment to selflessness, courage, innovation, integrity, inclusion, and more. [5]

Here is an in-depth analysis of Netflix’s ten core values:

Judgment. Netflix makes wise decisions despite ambiguity. Since its founding, the company has focused on identifying the root causes of existing problems in the sector and providing disruptive solutions. Its decision to switch from a rent-by-mail DVD service to a streaming platform was strategic and set the company on a path to success. The founder’s data-driven judgment enabled Netflix to become the largest entertainment company by market capitalization. [6]
Communication. Netflix values concise and articulate communication. It strives to adapt an effective communication style to engage with people from around the world. The company has elevated non-English language content to the global arena. Viewers globally can now sample the content, culture, and ideas of other communities beyond their region. [7]
Curiosity. While most companies prefer to specialize in a niche, Netflix is curious about opportunities outside its comfort zone. “We believe that great stories are universal: they come from anywhere and are loved everywhere,” says Netflix. [8]
Courage. Netflix takes risks and does not shy away from uncomfortable decisions. It rewards employees who demonstrate their values and can fire those who don’t. While this value seems so simple, it is highly effective in reinforcing the company’s values. [9]
Passion. Netflix inspires a thirst for emotional connections. Its recommendation engine uses an algorithm to predict the best movies, documentaries, and series for viewers. This industry-leading search engine surprises consumers and builds personal connections by engaging their emotions. Personalized offerings make customers feel intimately connected with Netflix. [10]
Selflessness. Unlike other profit-minded streaming companies, Netflix maintains an ad-free platform even though it can generate billions of dollars through paid ads. This selfless decision highlights that Netflix is more concerned about viewers’ experience. “It’s a belief we can build a better business, a more valuable business without ads,” said Netflix co-founder and CEO Reed Hastings. The company values selflessness and does what is best for all parties. [11]
Innovation. Netflix is all about creating new ideas by re-conceptualizing issues to find solutions to perennial problems. Before Netflix launched its video-streaming platform, consumers wasted time going to movie theaters or wait about two years for the DVD. Netflix’s innovative platform has addressed these problems for good. Now, consumers can access the latest content without stepping a foot out of their homes. Netflix values innovation. [12]
Inclusion. Netflix nurtures differing options and collaborates with people of diverse backgrounds and cultures. In his quarterly letter dated January 19, 2021, CEO Reed Hastings highlighted that Netflix is increasing collaborations. The company will be releasing at least one new movie per week in local languages. Inclusion is ingrained deep in Netflix’s DNA. [13]
Integrity. Netflix does not compromise when it comes to authenticity and originality. This value is evident across all levels of Netflix’s business. In a recent interview, Srishti Behl Arya, a director at Netflix India, highlighted the company’s commitment to integrity, transparency, and originality. “We have always been very responsible not to hurt any person, group, or religion. We just want to entertain people with amazing and authentic stories,” said Behl Arya. [14]
Impact. Netflix demonstrates strong performance by focusing on results over process. Instead of controlling its staff, Netflix provides context to get the best results. It outlines a culture based on company values, which has an impact beyond its own performance. This approach is revolutionizing HR practices across the world. [15]

Netflix Culture

Netflix’s culture is built around a simple philosophy – “People over process.” This core philosophy ensures that all employees work together as a dream team, enhancing flexibility, creativity, and collaboration. To live by this philosophy, Netflix’s unique culture deck anchored on five elements: [16]

People Empowerment: Netflix encourages independent decision-making among employees and gives its employees opportunities to shape their careers. It shares its experiences, best practices, and challenges to help people improve their lives. Netflix’s decision to scrap yearly reviews ensured that performance is part of regular conversations within the company. [17]
Transparency: Netflix believes in honesty and treating people with respect. It takes employee feedback seriously and encourages sharing of information. According to Netflix’s former Chief Talent Officer Patty McCord, “Sugarcoating feedback defeats its purpose.” [18]
Friendship: For Netflix, entertainment and friendship are both fundamental human needs. When these elements come together, the workplace is joyous and full of laughter and empathy. It ensures that teams work as friends and achieve success without heavy-handed supervision. Netflix nurtures this culture of freedom and responsibility, and many companies in Silicon Valley have emulated. [19]
Hire the Best: Netflix believes that high talent density drives success. The company focuses on finding the top performers and pays top dollar to retain highly effective employees. “We’d be relying on one tremendous person to do the work of many. But we’d pay them tremendously,” says CEO Reed Hastings. [20]
Avoid Rules: Since its founding, Netflix has gone against the norms. It has nurtured a disruptive culture and sets itself apart from competitors. Incumbents like Blockbuster stuck to the rent-by-mail DVD business model and lost. On the other hand, Netflix switched to streaming services. This disruptive decision set Netflix on a path to success. [21]