Netflix may not fear rivals such as HBO or the BBC , but the might and ambition of digital-savvy Amazon perhaps poses the biggest threat to the company. This week Amazon will hit back at its international expansion – Netflix recently raised $400m to fund its European ambitions – by rebranding its LoveFilm streaming service and launching a greatly enhanced “one stop” subscription offering.
“I feel like sometimes I’m on the bridge of the starship Enterprise,” says Yellin, describing the experience of charting Netflix’s course in a fast-changing digital universe. “Is Netflix future-proofed? Google isn’t future proofed. No one is. Companies need to keep innovating to secure the future.”