Why API? - Business of APIs Conference

Why API?

Daniel Jacobson@daniel_jacobsondjacobson@netflix.comdanieljacobson.com/linkedin

This presentation has notes, in the Notes field below, detailing what I

spoke when giving this presentation.

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

HOW

WHAT

WHY

HOW

WHAT

WHY

Less Clear

Clear

Fuzzy

Manages Work / Life

iPhone

Makes Life

Easier

Manages Work / Life

iPhone

Makes Life

Easier

Manages Work / Life

iPhone

Makes Life

Easier

Android

iPad

Pen&

Paper

The WHAT is a tactical manifestation that answers the WHY

Why build an API?

Why are you building APIs?

Developer Community

New Revenue Stream

Business Partnerships

Development Efficiency

Device Proliferation

HOW

WHAT

WHY

How will it be used?

What should be built?

Why API?

How will it be used?

What should be built?

Why API?

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

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

API as a Product

for developer community

2009

Image courtesy of Jay Mac 3 on Flickr

Netflix API Requests by Audience2009

External Developers

2007

Netflix API Strategy : 2010

• Support the existing developer community

• Support partner integrations

• Enable device proliferation strategy

• Support internal UI teams

Netflix API Strategy : 2010

• Support the existing developer community

• Enable device proliferation strategy

• Support internal UI teams

• Support partner integrations

API as a Product

with three audiences

Growth of Netflix API Requests

Jan-10 Jan-11 Jan-12 -

5

10

15

20

25

30

35

40

45

0.6

20.7

41.7

Requ

est i

n Bi

llion

s

70x growth in two years

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

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

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

API as a Tactic

Nearly 38 Million Subscribers

More than 40 Countries

Netflix Accounts for 33% of Peak Internet Traffic in North America

Netflix subscribers are watching more than 1 billion hours a month

Screen Real Estate

Controller

Technical Capabilities

RESTAPI

Request

RequestRequest

Request

Request

Request

RequestRequest

Request

Request

RequestRequest

Request

Request

Request

Request

How will it be used?

What should be built?

Why API?

So, why are you building an API?

Daniel Jacobson@daniel_jacobson

djacobson@netflix.comdanieljacobson.com/linkedin

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