In a document posted to their corporate website, Netflix sought to describe their long-term plans. The piece reads like a fascinating mixture of investor relations propaganda and fantasy or media theory. While it touches on all kinds of different aspects of their business and the changing environment it exists in, perhaps the most intriguing part has to do with how they are describing their ideal content catalog.
We don’t and can’t compete on breadth of entertainment with Comcast, Sky, Amazon, Apple, Microsoft, Sony, or Google. For us to be hugely successful we have to be a focused passion brand. Starbucks, not 7-Eleven. Southwest, not United. HBO, not Dish.