Now, Netflix is gunning for the last reel of the pay TV business - its estimated $153 billion pool of global advertising revenue.
Netflix co-chief executive Reed Hastings said that insight dawned on him after listening recently to former Disney CEO Bob Iger describe traditional TV as marching toward a precipice. "They're just being able to reach fewer people, and the 18-to-49 demographic is declining even faster than the decline in pay TV. So this is what is really fueling the cycle, is that collapse of linear TV as an advertising vehicle."
Eventually, Netflix, now operating in more than 190 countries globally, aims to provide"personalised" advertising, much as it recommends individualised viewing recommendations.
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