Netflix new font

I was surprised to hear that Netflix had developed their own font in conjunction with foundry Dalton Maag.

But when I did a bit of research it quickly became clear why they've done it.

Cost.

Font licensing can be expensive, especially when you make as much stuff as Netflix. So a custom typeface makes sense.

“Developing this typeface not only created an ownable and unique element for the brand’s aesthetic," says Netflix brand design lead Noah Nathan, "but saves the company millions of dollars a year as foundries move towards impression-based licensing for their typefaces in many digital advertising spaces.”

Regardless of all that. It's a nice typeface. End of story.