Netflix produces some of the most-talked-about TV shows not actually on TV, and that trend shows no signs of slowing down.
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The company reportedly wants as much as 50 percent of its streaming content to be original programming. The other half would be licensed shows and movies.
"We've been on a multiyear transition and evolution toward more of our own content," CFO David Wells said at Tuesday's Goldman Sachs Communacopia conference, according to Variety.
By the end of this year, Netflix expects to launch 600 hours of original programming—up from 450 hours in 2015, the entertainment trade magazine said.
That includes Marvel spinoff Luke Cage (premiering Sept. 30), Dirk Gently's Holistic Detective Agency (coming in December) from BBC America and AMC Studios, the third season of Black Mirror (out Oct. 21), and a four-episode continuation of Gilmore Girls (airing Nov. 25).
Netflix launched as a DVD-by-mail service, but started the transition to streaming in 2007, offering DVD customers free content online, too. As streaming has become the dominant way to consume Netflix content, the company has split its DVD and streaming subscriptions in two. Streaming got a price hike to $9.99 per month last year, which prompted a bigger-than-expected cancellation rate among users, according to Variety. But Netflix will use the extra cash to invest in original programming.
Netflix's first original series, House of Cards, arrived in 2013, but it now has a number of popular and award-winning shows on offer, including Orange is the New Black, Bloodline, Narcos, and Stranger Things. It's also backed a number of documentaries and comedy specials, as well as movies like Beasts of No Nation.
Netflix last week ordered a 10-episode series of Spike Lee's debut independent film, She's Gotta Have It; Lee will direct the entire series, and serves a creator and executive producer alongside his wife, Tonya Lewis Lee.