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From US DVDs to Global Streaming One of the reasons our focus in the recommendation algorithms has changed is because Netflix as a whole has changed dramatically in the last few years. Netflix launched an instant streaming service in 2007, one year after the Netflix Prize began.
The explosion in popularity of online streaming has simultaneously led to higher revenues and greater troubles for Netflix, as movie studios demand more expensive contracts and bigger companies begin to throw their weight around in the sector. One such company is Amazon, which last year launched a streaming service of its own.