For mas­ter­ing the small­est screen

Fast Company - - Most Innovative Companies -

On a re­cent trip to Bangkok, Todd Yellin, Net­flix’s VP of prod­uct, saw “the fu­ture”: two kids on the back of a mo­tor­bike, watch­ing Net­flix on a phone. To serve mo­bile­heavy mar­kets, the streamer has rethought ev­ery­thing, en­abling quicker menu scrolling and en­cod­ing con­tent at dif­fer­ent lev­els. For Bo­jack Horse­man, say, it will use fewer bits, while ren­der­ing The Pu­n­isher’s ac­tion scenes at high qual­ity. “We save up for crash­ing through glass,” Yellin says. In 2017, subs grew 25%, to 117 mil­lion, and more peo­ple sub­scribed via mo­bile than ei­ther TV or lap­top.

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