In January 2007, the company launched a streaming media service, introducing video on demand via the Internet. However, at that time it only had 1,000 films available for streaming, compared to 70,000 available on DVD.[70] The company had for some time considered offering movies online, but it was only in the mid-2000s that data speeds and bandwidth costs had improved sufficiently to allow customers to download movies from the net. The original idea was a "Netflix box" that could download movies overnight, and be ready to watch the next day. By 2005, Netflix had acquired movie rights and designed the box and service. But after witnessing how popular streaming services such as YouTube were despite the lack of high-definition content, the concept of using a hardware device was scrapped and replaced with a streaming concept.[71]
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Following the 2022 Russian invasion of Ukraine, Netflix suspended its operations and future projects in Russia.[317][5] It also announced that it would not comply with a proposed directive by Roskomnadzor requiring all internet streaming services with more than 100,000 subscribers to integrate the major free-to-air channels (which are primarily state-owned).[318] A month later, ex-Russian subscribers filed a class action lawsuit against Netflix.[319][320]
On July 13, 2022, Netflix announced a partnership with Microsoft to launch an advertising-supported subscription plan.[364] On August 17, 2022, it was reported that Netflix's planned advertising tier would not allow subscribers to download content like the existing ad-free platform.[365] On July 20, 2022, it was announced that the advertising-supported tier would be coming to Netflix in 2023 but it would not feature the full library of content.[366] Netflix US launched with 5.1% of the library unavailable including 60 Netflix Originals.[367] In September, Netflix announced that the launch would be moved up to November 1, 2022,[368][369] but in October, the launch date was changed to November 3, 2022. The ad-supported plan is called "Basic with Ads" and it costs $6.99 per month in the United States.[370] In Canada, the plan was launched two days later, on November 1.[371]
On October 1, 2008, Netflix offered access to its service via a public application programming interface (API).[401] It allowed access to data for all Netflix titles, and allows users to manage their movie queues. The API was free and allowed commercial use.[402] In June 2012, Netflix began to restrict the availability of its public API.[403] They instead focused on a small number of known partners using private interfaces, since most traffic came from those private interfaces.[404] In June 2014, Netflix announced they would be retiring the public API; it became effective November 14, 2014.[405] They then partnered with the developers of eight services deemed the most valuable, including Instant Watcher, Fanhattan, Yidio and Nextguide.[406]
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