Netflix: Strengths, Weaknesses and Recommendations To this juncture, Netflix has been extraordinarily successful based on its singularity within the industry. Currently, Netflix relies on its more than 26 million subscribers, who have had access to video rentals and unlimited streaming movies beginning at just $8.99 a month. As the first service provider of its kind, Chiu (2007) reports, Netflix was able to establish industry partnerships that give it unique access to content and advertising channels. Chiu reports that "from the very beginning of its entry into the market, Netflix understood the importance of making partner- ships with the movie industry, the electronics industry, and retailers[1]. Netflix's name was spread widely through promotions with complementary products, such as DVD players and movie websites.

Its immediate success and its greatest strength would be based on the nature and convenience of its service, which has given users access to a wide range of titles from the comfort of their own homes. Certainly,...

For most of its subscribers, this was seen as a far superior model for accessing video media.
Perhaps the biggest weakness in the Netflix strategy relates to the limited amount of content available through its streaming channels. Additionally, recent changes in the pricing rate and structure, which now separates subscription services for DVDs and streaming films into two distinct plans, have raised rates by nearly 60%. (Liedtke, p. 1) Because licensing restrictions prevent it from streaming select content, many popular or classic titles are not available through streaming on Netflix. With a pricing structure that asks customers to choose between the two services, this weakness in the streaming service becomes all the more glaring.

This points to an important recommendation, which is for Netflix to dedicate its resources and priorities in expanding the library of titles which it offers. To date, Netflix has…