What Netflix knew in 2007 that most startups still don’t

Hey there,

Let’s go back to 2007.

Netflix had just started streaming. It wasn’t the giant it is today. People were still using Blockbuster, watching cable, and checking out this new thing called Hulu.

So how did Netflix end up winning?

It wasn’t because they had the best shows.

It wasn’t because they spent a ton on ads.

It’s because they figured out how people really work, and they used that to quietly build habits that kept folks coming back.

Here are 4 simple tricks they used to make watching feel easy, build routines, and stay top of mind, without ever shoving ads in your face.

And yep, you can borrow all of them.

1. Don’t Make People Think Too Hard

Most companies try to make their product easier to use.

Netflix went a step further: they made it easier to start.

The biggest reason people stop using a streaming app isn’t price. It’s because they get stuck trying to decide what to watch.

You’ve probably done it: you sit down, scroll for 20 minutes, and end up watching nothing.

Netflix fixed that by doing the thinking for you:

• Autoplaying previews so you don’t sit there staring at a menu

• “Top 10” lists to show what everyone else is watching

• Thumbnails that change based on your taste

• Categories like “Continue Watching” or “Because You Watched…”

Instead of dumping choices on you, they make the next step feel obvious.

What you can borrow:

Make the path forward feel easy.
Don’t overwhelm people with too many options.
Guide them with clear suggestions.
Make your product feel like it knows what to do next, even if the user doesn’t.

2. Build Habits, Not One-Offs

Netflix doesn’t just want you to watch a show. They want you to binge it.

Here’s how they made that happen:

• They release entire seasons at once

• They skip the credits and start the next episode automatically

• They build in cliffhangers to keep you watching

• They even add recap episodes to keep the story fresh

It’s not about a single episode. It’s about pulling you into a rhythm:
Watch → cliffhanger → autoplay → repeat.

It feels like your idea to keep going.

But they nudged you into it.

What you can borrow:

Whatever you're building, ask:
What would make someone want to come back?
What would remind them why they started?
How can you make the next step automatic?

Build for momentum, not just moments.

3. Make It Feel Personal

Netflix doesn’t sell shows.

They sell the feeling that they get you.

Everyone’s homepage is different, based on what you’ve watched, liked, skipped, or replayed. Even the same movie might have a different thumbnail, depending on your taste.

Like comedies? You’ll see the funny scene.
Love action? You’ll see the explosions.

It’s your playlist.

What you can borrow:

Let people feel like they have some control.
Use what they’ve done before to guide what you show next.
Let them feel seen, not just sold to.

A product that feels like it’s made for you is way harder to walk away from.

4. Be Part of the Routine

Ask a Netflix user why they subscribe, and you probably won’t hear “interface” or “pricing.”

You’ll hear stuff like:

“It’s how I relax after work”
“It’s on while I cook dinner”
“It’s our thing on Friday nights”

Netflix became part of people’s rituals.

That’s powerful. Rituals don’t get deleted. They don’t get replaced easily. They become part of how people live.

What you can borrow:

Find a way to fit into someone’s week.
Send a regular reminder.
Build around what they already do.
Attach your thing to a feeling: relief, joy, progress, connection.

You’re not just trying to be useful.

You’re trying to be expected.

The Big Idea

Netflix grew because they built a product around real human behavior, not just what people say they want, but what they actually do.

Here’s a quick recap if you want to take a page from their playbook:

• Make starting feel effortless

• Build loops that keep people going

• Let the user feel seen and understood

• Become part of their routine

This works whether you’re making an app, writing a newsletter, or building a side hustle.

Just ask yourself:

“What would someone do naturally, if I made it easy enough?”

Then go make that easy.

Until next time,
Omar Waseem

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