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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.
Another big change was the move from a single website into hundreds of devices. The integration with the Roku player and the Xbox were announced in 2008, two years into the Netflix competition. Just a year later, Netflix streaming made it into the iPhone. Now it is available on a multitude of devices that go from a myriad of Android devices to the latest AppleTV. Two years ago, we went international with the launch in Canada.