Big Brand Marketing: Why They Nail It

The Rise of Video on Demand : Netflix

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Not long ago, a Friday night meant standing under fluorescent lights, scanning video store shelves and hoping the latest release hadn’t already gone. A couple of decades on, a quiet red “N” sits in almost every lounge room, not just ready to entertain, but ready to decide what we watch next.

The rise of Netflix didn’t happen overnight, though it can feel that way. Founded in 1997 the same year as redhotblue : ) it began as a mail-order DVD service. You’d queue films online, they’d arrive in the post, and you’d send them back when you were done. No late fees, no queues, no awkward counter chats. Convenient, yes, but not yet cultural.

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The turning point came when Netflix stopped behaving like a distributor and started thinking like a platform. In 2007, it introduced streaming quietly, almost as an add-on. The catalogue was limited and the tech imperfect, but the idea was powerful: instant access, no physical media, no waiting.

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Then came the bold move many legacy players couldn’t make, it bet against its own success. As DVDs peaked, Netflix doubled down on streaming. It leaned heavily into data, tracking what people watched, paused or abandoned. While traditional broadcasters relied on ratings and guesswork, Netflix built a real-time feedback loop.

That approach reshaped content itself. When it launched originals like House of Cards, it wasn’t just commissioning a show it was engineering one. It knew audiences liked political drama, it understood the draw of Kevin Spacey, and it backed the binge model. Dropping entire seasons at once broke decades of convention and audiences loved it.

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Hits like Stranger Things and The Crown followed, cementing Netflix as more than a platform. It became a studio, a network, and a cultural force.

Timing helped. Broadband improved, smart TVs became standard, and the shift from ownership to access already underway in music and software took hold in screen content. Netflix didn’t create the shift, but it aligned with it better than anyone else.

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There have been stumbles. Prices have climbed, and competition is now fierce, with studios launching their own platforms. But the behaviour Netflix shaped has stuck. Entertainment today is expected to be on-demand, personalised and immediate not a luxury, but the baseline.

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What’s remarkable is how quietly it happened. No single moment, no grand arrival just a steady build of smarter decisions, better content and fewer barriers. Until one day, the red “N” wasn’t new at all. It was simply there, part of the furniture.

And like all things that become common place, it now faces its next challenge: staying essential in a world it helped create.

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JODY EULER, redhotblue

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