Netflix depend on Internet Service Providers (ISPs) for the distribution of their programming. Conscious that a major part of their supply chain is outside of their control, and alert to the growing anxiety around Net Neutrality in their domestic market, they decided to act. But affecting change in such a concentrated and opaque market was never going to be easy. Netflix needed specialist assistance to tip the scales in their favour, and as an agency with heritage in stakeholder engagement, Gilroy were the natural choice.

Planning began in earnest, our team determined that the best way to influence ISPs was through their customers, by arming them with the knowledge they need to make more informed buying choices. We knew the market needed transparency, the only question that remained was how to deliver it. Following discussions with Netflix’s technical team we resolved to build a free-to-use web application listing the average monthly speed for each ISP in regional and national leaderboards, alongside customisable comparison charts.

The ISP Speed Index was born.

Aside from the positive press coverage and goodwill the ISP Speed Index bought from Netflix users and the general public alike, it put pressure on the ISPs to make good on their promises of high speed internet and allow Netflix’s business model to flourish. The ISP Speed Index launched in 2012; five years on and Netflix are engaged in a constructive dialogue with the major ISPs and have moved from an adversarial relationship based on suspicion, to one based on cooperation and mutual advantage.