Netflix CEO, Reed Hastings, was being interviewed by Kara Swisher at the All Things D 9 conference and mentioned how internet connected TVs and the Apple TV are more important than tablets.
Kara: What’s up with tablets? It’s a big deal, right?
Hastings: Meh. Apple TV is more important for us. Tablets not a revolution. The big deal for us is Internet-connected TVs.
Also when being asked about competitors Apple and Amazon he stated the following:
Kara: Ultimately, you’re going to sell to Apple, right?
Hastings: Nope. We’re at 23, 24 million subs (keeps growing!) and across the globe 5 billion people have mobile phones. Big opportunity.
Kara: So you don’t feel pressure from Amazon, Apple, etc?
Hastings: Nope, competition is healthy. Bing has been good for Google.
It’s a great interview and we suggest to head over to the source read the full interview.
Netflix CEO More Interested in Apple TV Than Tablets
During an interview at the All Things D9 conference, Netflix CEO Reed Hastings shared some surprisingly candid thoughts about the future of streaming, technology trends, and the platforms he believes will shape how people consume movies and shows. Speaking with tech journalist Kara Swisher, Hastings made it clear that while tablets are popular, they are not the main focus for Netflix’s long-term growth strategy. Instead, he emphasized the importance of Internet-connected televisions — including Apple TV — as the platforms that truly matter for the future of streaming entertainment.
Apple TV > Tablets: Why Netflix Thinks So
When asked about the booming tablet market, Hastings responded with a simple “Meh,” downplaying the hype surrounding tablets like the iPad. This may sound surprising, especially considering that tablets were experiencing explosive adoption around the time of the interview. But Hastings explained that tablets are not a revolutionary shift for Netflix. Yes, they’re convenient and portable, but in his view, they do not fundamentally change how audiences watch content.
What does matter, according to Hastings, is the rise of internet-connected TVs.
Televisions remain the central entertainment hub in most homes. Families gather around them, viewers enjoy long-form content on a larger screen, and with new smart TV technology, streaming apps have become built-in features instead of add-ons. For Netflix, this means that every new internet-enabled TV is a potential Netflix-ready device — no extra hardware or learning curve required.
This is where the Apple TV comes in. Although Apple TV wasn’t yet the powerful streaming hub it would eventually become, Hastings believed early on that such devices offered a more natural and long-lasting way to reach millions of living rooms.
The Shift Toward Streaming on Big Screens
Hastings highlighted that the “big deal” for Netflix is the growing ecosystem of connected TVs. The reasoning is simple: people want high-quality viewing experiences. A tablet is great for watching on the go, but when it comes to movies, series, and binge-watching, the television remains unmatched.
By prioritizing Apple TV and similar devices, Netflix could ensure that customers had seamless access to HD content on their biggest and best screens. Today, that prediction has proven accurate — smart TVs and streaming boxes have become the primary platforms for Netflix usage worldwide.
Competition With Apple and Amazon
Kara Swisher didn’t hold back when asking the tougher questions — including whether Netflix might eventually be acquired by a giant like Apple. Hastings dismissed the idea, responding:
“Nope. We’re at 23–24 million subs… and growing.”
This confidence reflected Netflix’s rapid global expansion at the time. Hastings emphasized that with 5 billion mobile phone users across the globe, the streaming market had enormous untapped potential. His broader point was that Netflix didn’t need to sell to Apple or any other company because the business still had room for massive growth — something that turned out to be true.
When asked about competition from Apple, Amazon, and other streaming rivals, Hastings again remained calm, saying:
“Competition is healthy. Bing has been good for Google.”
It was a classic Reed Hastings answer: calm, strategic, and slightly humorous. He acknowledged competition but made it clear Netflix welcomed it. In his view, competition pushes companies forward, forces innovation, and ultimately benefits consumers.
Looking Back: Hastings Was Right
With hindsight, Hastings’ predictions and priorities appear remarkably accurate. Today:
- Netflix remains the global leader in streaming.
- Smart TVs account for the majority of Netflix viewing hours.
- Apple TV has become a sophisticated and powerful streaming hub.
- Tablets, while still popular, are secondary devices for video consumption.
Hastings’ early focus on big-screen experiences helped Netflix build an ecosystem that feels natural for home entertainment. As streaming matured, Netflix’s investment in TV-first technology — from 4K support to HDR and smart TV partnerships — proved to be a defining advantage.
Why This Interview Still Matters
This interview captures a key moment in tech and entertainment history. It shows how Netflix viewed its competition, its customers, and its long-term strategy. It also reflects a major shift in how the world watches video. Instead of fighting over tablet screens, companies raced to dominate the living room — a battle Netflix was already preparing for.
Hastings wasn’t interested in chasing every trending device. He was focused on what would matter in the future. And that future, as he predicted, was streaming on connected TVs.
Conclusion
Reed Hastings’ comments at All Things D9 reveal a CEO thinking far ahead of the market trends of the time. While tablets were dominating headlines, Hastings believed the real revolution was happening on the biggest screen in the house — the television. His emphasis on Apple TV and internet-connected TVs wasn’t just a passing comment; it was a roadmap for where Netflix planned to lead the industry.
For anyone interested in the evolution of streaming media, this interview remains a powerful reminder of how vision, strategy, and a deep understanding of audience behavior can shape the future of entertainment.
