The paper presents the role of technology and innovation, total quality management, and other techniques related to creating a competitive advantage for Netflix, an American streaming service provider. The indicators of the company's competitiveness are given and explained, which can be used to compare it with other companies in the video streaming industry, ie with its competitors. Netflix has been found to be investing in new technologies to provide a superior level of service and support for its users, as well as to find new users in the future. The company is already actively using AI technology but is constantly looking for a room for improvement. In this way, it successfully promotes its service and creates high standards for all other companies in the video streaming industry. It is pointed out that the company, along with innovation and new technologies, puts great emphasis on its organizational culture. It emphasizes the importance of employees and their contribution to the company and encourages them to explore new ideas and ways to achieve defined goals.