The Mission Statement, Vision, Promise and Values of Netflix:
"Our core strategy is to grow our streaming subscription business domestically and globally. We are continuously improving the customer experience, with a focus on expanding our streaming content, enhancing our user interface and extending our streaming service to even more Internet-connected devices, while staying within the parameters of our consolidated net income and operating segment contribution profit targets." (10-K Item 1)
Netflix has more than 30 million streaming members in the United States, Canada, Latin America, the United Kingdom, Ireland and the Nordics, making Netflix, Inc. "the world's leading internet subscription service for enjoying movies and TV programs."(Source)
In October, 2011, co-founder and CEO Reed Hastings expressed a clear vision for the future of Netflix:
Becoming the best global entertainment distribution service
Licensing entertainment content around the world
Creating markets that are accessible to film makers
Helping content creators around the world to find a global audience(Source)
Netflix referred to its brand promise as a "quest":
"We promise our customers stellar service, our suppliers a valuable partner, our investors the prospects of sustained profitable growth, and our employees the allure of huge impact."(Source)
Also, Netflix published its company values, which demonstrate the standards with which it wants its employees to function in their daily decisions and activities:
