02 Intro
08 Editor's Letter
12 Market
Media Industry Trends as Seen from the Entertainment Capital of LA
16 Inner Space
Netflix through UI design
20 Opinions
Park Tae-hoon, CEO of Programs
24 Head Office, Los Gatos
The Los Gatos office is home to key product development and engineering departments.
28 Laboratory
The Future and Features of Netflix Technology, Fit for Innovation
38 Opinions
Cultural anthropologist Grant McCracken
42 Adaptation
Netflix's influence in changing media industries and lifestyles
54 Head Office, Los Angeles
Beverly Hills office centered around content and marketing departments
58 Product
Netflix original content categorized by genre
64 Opinion
Netflix CCO Ted Sarandos
68 Studio
Netflix's Strengths as Seen Through Those Who Participated in Original Content Creation
84 B's Cut
A new viewing culture transformed by Internet TV
92 Brand Story
The rise and rise of Netflix
104 Facts
The Behind-the-Scenes Story of Netflix, From Its Founding to the Present
106 Commandments
Organizational culture organized into seven themes
110 Native Ad
Creative advertising examples
114 Reed Hastings
CEO Reed Hastings
118 Figures
Various figures related to Netflix
122 Outro

Magazine <B> is an ad-free monthly magazine that introduces one well-balanced brand from around the world each month, discovered from JOH's perspective.
A serious yet readable magazine for everyone interested in brands, from brand executives contemplating new business ventures to those seeking to develop a sense of branding.


This is the forty-ninth magazine, “B.”

I recently watched the TV series "Narcos," which is a true story about the Colombian drug cartels, on my phone and TV.
And I'm watching "Stranger Things," a surreal story set in rural America, on my laptop.
Everyone is watching it on Netflix.
Dear readers, what dramas and movies do you watch? And how much TV do you watch per week? I remember the days when the whole family would gather in front of the TV to watch dramas, and the excitement of scheduling a trip to the theater for a long-awaited movie release.
Now that I have so many ways to watch the content I want, when I want, those memories are truly a thing of the past.
Netflix is ​​a service that provides video content online to suit today's viewing habits, and its emergence is bringing about a new phase in the content distribution and entertainment industries.


Netflix co-founders Reed Hastings and Marc Randolph started a mail-order DVD rental business in Silicon Valley in 1997.
It became popular by introducing a monthly subscription system rather than a per-unit system and delivering it in a red envelope with the company's logo on it.
Although there were large competitors dominating the market at the time, Netflix's rapid turnover and low-price policy brought good results, and after 10 years of operation, Netflix made a major change in its business by introducing a video streaming service.
You can now enjoy high-quality video content online without having to pay for delivery.
Of course, it's a cheap monthly subscription plan.
Netflix's self-produced TV series, House of Cards, became a huge hit and redefined its position.
The broadcasting station too,
A content distributor, not a content production studio
It was an adventure and an innovation that was shown.
Netflix possesses many technological advantages over its competitors, including fast video loading technology, a diverse content offering, and an algorithm that analyzes users' individual tastes and recommends content.
Along with this, the company is rewriting the history of 'content distribution' by providing unlimited content through monthly flat-rate payments, exclusively releasing all 10 episodes of original content simultaneously, and expanding the service scope from North and South America and parts of Western Europe to almost all regions around the world starting from the beginning of this year.
Experts say that the consumption culture of video content is changing due to Netflix's experimental challenges, and that "viewing sovereignty is shifting from the provider to the user."


Netflix has the best technology to optimize videos for a variety of devices, but it's particularly focused on TVs.
It's the ultimate device for "individuals to view content." In an interview, CEO Reed Hastings described the viewing experience Netflix offers, saying, "It's actually similar to books or magazines."
Because you can see what you want to see and choose what parts you want to see.
“We’re turning TV into a very traditional medium, like a book or a magazine, and giving control back to the user,” he says.

It is often said that as new devices and technologies emerge, existing objects or forms will disappear.
However, existing inventions that reflect long-standing human behavior do not disappear easily.
Rather, we often see cases where a new business is created through redefinition of the target.
People call this 'innovation'.
Now is the time to pay attention to how Netflix is ​​redefining the future of TV and content distribution.
With phenomena being redefined everywhere in our lives.

Editor-in-Chief Choi Tae-hyuk