In February of 2013, Netflix introduced "House of Cards," the first major TV show that ran exclusively on a streaming service. It was a Netflix innovation that would alter the media landscape.
By 2013, Netflix had already fundamentally changed the way Americans consumed movies and television. The service offered unlimited DVD rentals—and, starting in 2007, direct streaming of many of its titles—for a flat monthly fee, a wildly popular model that almost single-handedly drove Blockbuster and other video rental stores out of business.
Director and producer David Fincher began developing an American version of the British political drama House of Cards in 2011. Cable and premium channels like HBO and AMC, which had experience with “prestige TV” programming, were in talks to pick up the show, but Netflix outbid them, hoping to begin its foray into original content with a bang. Academy Award-winning actor Kevin Spacey was announced in the lead role the same year, and buzz built around the show.
House of Cards’ first season was released all at once rather than episode-by-episode, another first. The show was a hit, garnering nine Emmy nominations, a first for a streaming-only program. House of Cards ran for five more seasons and received a total of seven Emmys and 56 nominations, ending with a final season that focused on Spacey’s character’s wife, played by Robin Wright, after a series of sexual misconduct allegations against Spacey became public.
Netflix had another major hit with Orange is the New Black, which premiered a few months later, and its original shows have numbered among the most popular in the country ever since. Hulu, Amazon Prime, Disney+, and other streaming services have made a concerted effort to produce original content in the years since House of Cards debuted, and 60 percent of Americans now subscribe to at least one streaming service. In 2018, Icarus became the first Netflix production to win an Oscar, taking home the award for Best Documentary Feature, and the following year Alfonso Cuarón’s Roma won three Academy Awards.