In today's tech boom, new waves of businesses have transformed the way people shop and live. The same has happened in the way people access personal entertainment. With the Internet, people can stream movies online without having to go to the theater or rent a movie. The idea inspired Reed Hastings and Marc Randolph, who later founded Netflix in Scotts Valley, California, in 1997 (Netflix, 2014). The company gets into the game by developing a subscription streaming platform for movies and television shows. Unlike traditional movie rental businesses like Blockbuster and Redbox, Netflix's innovation offers services via the Internet and does not have physical stores but instead delivers DVDs via US mail. Since then, Netflix has become the world's leading Internet television network with steady customer growth to over 48 million members in more than 40 countries across North America, Europe, and Latin America (Netflix, 2014). In this analysis, the main objective is to examine the current market environment for Netflix. Identify the type of market structure that Netflix currently competes with. The analysis also expands on competition, product differentiation, pricing strategy and measuring the level of easy entry and exit.II. Market Structure The market structure is divided into various categories based on the number of sellers, type of products and level of market penetration. In the online streaming industry, Netflix is ​​classified in a monopolistic competitive market. As Irvin Tucker (2010) defines, “monopolistic competition is a market structure characterized by (1) many small sellers, (2) a differentiated product, and (3) easy entry and exit from the market” (p. 268). Using t...... half of the paper...... broadcasting.3. Continue to collaborate with film production companies. Developing partnerships with many production companies is strategic to establishing a strong supply chain for Netflix.4. Maintain a low pricing strategy Low prices have been Netflix's competitive advantage since the beginning. Netflix's brand image is low price.VI. Conclusion and RecommendationIn conclusion, the vast technological change opens up many growth opportunities for Netflix. By assessing the market context and challenges, it enables Netflix to overcome obstacles to remain the market leader. To achieve future growth, Netflix should implement both strategic and tactical approaches to compete with others. Strategic and tactical business plans for Netflix are enhancing content libraries, developing greater partnerships with production companies, and maintaining low pricing strategy.