1.
Why API?
Daniel Jacobson
@daniel_jacobson
djacobson@netflix.com
danieljacobson.com/linkedin

2.
This presentation has notes, in the
Notes field below, detailing what I
spoke when giving this presentation.

3.
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

4.
HOW
WHAT
WHY

5.
HOW
WHAT
WHY

6.
Less Clear
Clear
Fuzzy

7.
Manages
Work / Life
iPhone
Makes
Life
Easier

8.
Manages
Work / Life
iPhone
Makes
Life
Easier

9.
Manages
Work / Life
iPhone
Makes
Life
Easier
Android
iPad
Pen
&
Paper

10.
The WHAT is a tactical manifestation
that answers the WHY

11.
Why build an API?

12.
Why are you building APIs?
Developer
Community
New Revenue
Stream
Business
Partnerships
Development
Efficiency
Device
Proliferation

13.
HOW
WHAT
WHY

14.
How will it
be used?
What should
be built?
Why API?

15.
How will it
be used?
What should
be built?
Why API?

16.
Netflix API Strategy : 2009
• Build a developer community
• Enable them to reach new potential subscribers
• Offer bounty for each new trial as incentive
• Potentially improve subscriber experience,
increasing retention

17.
Netflix API Strategy : 2009
• Build a developer community
• Enable them to reach new potential subscribers
• Offer bounty for each new trial as incentive
• Potentially improve subscriber experience,
increasing retention

18.
2009

19.
Image courtesy of Jay Mac 3 on Flickr

20.
Netflix API Requests by Audience
2009
External
Developers

21.
2007

22.
Netflix API Strategy : 2010
• Support the existing developer community
• Support partner integrations
• Enable device proliferation strategy
• Support internal UI teams

23.
Netflix API Strategy : 2010
• Support the existing developer community
• Enable device proliferation strategy
• Support internal UI teams
• Support partner integrations

24.
Growth of Netflix API Requests
0.6
20.7
41.7
-
5
10
15
20
25
30
35
40
45
Jan-10 Jan-11 Jan-12
RequestinBillions
70x growth in two years

25.
Netflix API Requests by Audience
External
Developers
2B daily
< 1M daily
It takes nearly three years of
public API requests to equal
one day’s worth
of private API requests

26.
Netflix API Approach : Today
• Maximize efficiency in internal development
• Optimize system for rapid innovation and
improved product experience
• Ensure system reliability and resiliency
• Scale system with the business

27.
Netflix API Approach : Today
• Maximize efficiency in internal development
• Optimize system for rapid rapid innovation
rate and product experience
• Ensure system reliability and resiliency
• Scale system with the business

28.
Nearly 38 Million Subscribers
More than 40 Countries

29.
Netflix Accounts for 33% of Peak
Internet Traffic in North America
Netflix subscribers are watching more than 1 billion hours a month

30.
Screen Real Estate

31.
Controller

32.
Technical Capabilities

33.
REST
API
Request
Request
Request

34.
How will it
be used?
What should
be built?
Why API?

35.
So, why are you building an API?

36.
Daniel Jacobson
@daniel_jacobson
djacobson@netflix.com
danieljacobson.com/linkedin