California-based Netflix has become synonymous with on-demand internet subscribed media and film streaming but chiefly revolutionised the movie rental industry with unconventional disc-by-mail alternatives. Netflix put itself on the map by employing vigorous yet smart financial management through frequent strategic evaluation and aggressive marketing. In 2011 the company added the ‘watch instantly’ feature to its services, which holds first-run licences, back-catalogues and content rights from numerous leading distributors. International expansion has been the main driver for Netflix’s growth, which began with Canada in July, and now looks to launch its services in Latin America and Spain.