Netflixed: The Epic Battle for America's Eyeballs

Netflixed: The Epic Battle for America's Eyeballs

by Gina Keating


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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.

Product Details

ISBN-13: 9781591846598
Publisher: Penguin Publishing Group
Publication date: 09/24/2013
Pages: 304
Sales rank: 353,492
Product dimensions: 5.40(w) x 8.30(h) x 1.00(d)

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.

Table of Contents

Prologue 1

Chapter 1 A Shot in the Dark (1997-1998) 11

Chapter 2 The Good, the Bad, and the Ugly (1998-1999) 34

Chapter 3 The Gold Rush (1999-2000) 50

Chapter 4 War of the Worlds (2001-2003) 68

Chapter 5 The Professional (2003-2004) 86

Chapter 6 Some Like it Hot (2004-2005) 101

Chapter 7 Wall Street (2004-2005) 110

Chapter 8 Kick Ass (2004-2005) 125

Chapter 9 The Best Years of Our Lives (2005-2006) 151

Chapter 10 The Empire Strikes Back (2006-2007) 165

Chapter 11 The Incredibles (2006-2009) 185

Chapter 12 High Noon (2007-2008) 198

Chapter 13 The Great Escape (2007-2009) 213

Chapter 14 True Grit (2009-2010) 230

Chapter 15 Cinema Paradiso 246

Epilogue 255

Acknowledgments 259

A Note on Sources 262

Bibliography 265

Index 277

What People are Saying About This

From the Publisher

“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

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Netflixed: The Epic Battle for America's Eyeballs 2.5 out of 5 based on 0 ratings. 38 reviews.
Anonymous More than 1 year ago
I had the netflix app and suddenly it stopped working. Then i looked up netflix on the shop and turns out they took netflix off the nook. I cannot belive that barns and nobles would take away the best way to watch movies and tv shows ever! If they want to satisfy their customers then they should atleast try to give the customers what they want, and stop charging so much for just one little app. Be more like apple. Most of their apps are FREE! Please just give the apps that are recommened and GARENTEED to make people happy and excited to use their nook. -This is Leah signing off :)
Anonymous More than 1 year ago
I want netflix not a stupid book
Anonymous More than 1 year ago
There is a netflix app on the nook tablet it comes with all the other apps u start with, but it stopped working. I hope this was helpful!
Anonymous More than 1 year ago
This is not Netflix, this is a book of the history of Netflix. READ.
Anonymous More than 1 year ago
I want netflix back! Why did you ( BN ) take netflix away. My netflix has stoped working. I not happy!!!
Anonymous More than 1 year ago
Slowwwww moving book. Reading this put me to sleep. Just google how this firm started. No need to buy this book.
Anonymous More than 1 year ago
Isit for warching or readin
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Why don't you at B&N tell us that things like netflix no longer works. The only way I figured this out was from seeing another womans review and unhappiness. Why?
Anonymous More than 1 year ago
Anonymous More than 1 year ago
So discouraged reading other reviews of this. This is not the Netflix app. This is a book about Netflix's origins and business history. The complete lack of understanding by so many who reviewed this is shocking. I honestly feel terrible for the author, to have their hard work and effort so disrespected. If you're the least bit interested in learning the backstory of Netflix, I recommend this. Very informative.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
the_protagonist1 More than 1 year ago
This is a book that documents the ups and down of starting netflix and shows how they ended up to be the company it is today. If liked the movie A SOCIAL NETWORK, pr the book it was based off of, you will like this book. This is not a boring read, yet it is not for everyone. It is a shame this book has a low rating just because people think it is a Netflix app. Review written by Curt Wiser, Author of the suspense novel Box Cutter Killer.
Anonymous More than 1 year ago
First guy that commented is a noob
Anonymous More than 1 year ago
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Anonymous More than 1 year ago
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Anonymous More than 1 year ago
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Anonymous More than 1 year ago
It works great for my nook family loves it.
Anonymous More than 1 year ago
That guy who posted is it for watching or reading its a book you take a guess.
Anonymous More than 1 year ago
I have netflixand it is awsome and dumb at the same time because it doesnt update the adult show but it updates the kiddie show
Anonymous More than 1 year ago
This must really suck!