How did Netflix gain such a large customer base so quickly? What impact did the model have on the DVD rental business?

Netflix, as a pioneering DVD rental and video streaming company, enjoys tremendous success around the world. Available in almost every country, the company benefits from some of the most advanced big data analytics to continually improve each viewer's experience on its platforms, customizing for local and individual tastes. For example, instead of emphasizing demographics as a means to segment the market, Netflix takes a step fur- ther by drawing on big data to create "taste clusters." These support niche programming far more effectively. Reed Hastings, Netflix cofounder and CEO, explains that the company aims "to transform selection so that consumers can find a steady stream of [entertainment] they love."