{
  "schema": "brand-kit@2",
  "palette": {
    "paper": "#000000",
    "surface": "#2D2D2D",
    "ink": "#FFFFFF",
    "ink_muted": "#B3B3B3",
    "accent": "#E50914",
    "on_accent": "#FFFFFF",
    "accent_secondary": "#B20710",
    "night": "#000000",
    "on_night": "#FFFFFF",
    "extras": [
      {
        "name": "netflix-red",
        "hex": "#E50914",
        "role": "Netflix Red (RGB 229 9 20, CMYK 0 96 93 2, PMS 1795 C): the N Symbol, the Wordmark and every primary button",
        "prov": "published",
        "source": "https://brand.netflix.com/en/assets/logos/"
      },
      {
        "name": "symbol-dark-red",
        "hex": "#B20710",
        "role": "Symbol Dark Red (RGB 178 7 16, CMYK 18 100 100 10, PMS 7627 C): the shadowed fold of the N Symbol only",
        "prov": "published",
        "source": "https://brand.netflix.com/en/assets/logos/"
      },
      {
        "name": "red-hover",
        "hex": "#C11119",
        "role": "Primary button hover and focus fill on netflix.com",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "black",
        "hex": "#000000",
        "role": "Page ground on netflix.com, every band",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "poster-well",
        "hex": "#232323",
        "role": "Title-card placeholder behind poster art",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "arrow-tab",
        "hex": "#1A1A1A",
        "role": "Phone carousel arrow tab, as rendered",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "faq-grey",
        "hex": "#2D2D2D",
        "role": "FAQ question row and answer panel",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "rank-fill",
        "hex": "#414141",
        "role": "Fill of the outlined rank numerals in Trending Now",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "muted-text",
        "hex": "#B3B3B3",
        "role": "Rendered colour of rgba(255,255,255,0.7) on black: card body copy, form label, footer text and links",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "legal-text",
        "hex": "#808080",
        "role": "Rendered colour of rgba(255,255,255,0.5) on black: the reCAPTCHA note; also the 1px field border colour (rgba(128,128,128,0.7))",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "field-fill",
        "hex": "#161616",
        "role": "Email field and language select fill, applied at 70% opacity (rgba(22,22,22,0.7))",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "promo-from",
        "hex": "#261733",
        "role": "Promo banner fill, left stop of linear-gradient(91deg)",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "promo-to",
        "hex": "#151A3F",
        "role": "Promo banner fill, right stop",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "promo-edge-from",
        "hex": "#482566",
        "role": "Promo banner 1px edge, left stop of linear-gradient(91deg)",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "promo-edge-to",
        "hex": "#161D52",
        "role": "Promo banner 1px edge, right stop",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "card-from",
        "hex": "#192247",
        "role": "More Reasons card fill, top-left stop of linear-gradient(149deg)",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "card-to",
        "hex": "#210E17",
        "role": "More Reasons card fill, bottom-right stop (96.86%)",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "arc-edge",
        "hex": "#210D16",
        "role": "Hero arc line, outer stops (16% and 84%)",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "arc-magenta",
        "hex": "#B82869",
        "role": "Hero arc line, shoulders between the edge and the red centre",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "arc-glow-blue",
        "hex": "#4061E7",
        "role": "Blue glow under the hero arc, at 40% opacity",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "specimen-black",
        "hex": "#101010",
        "role": "Ground of the guide's own logo specimens (pixel-sampled from the specimen images)",
        "prov": "observed",
        "source": "https://brand.netflix.com/en/assets/logos/"
      }
    ]
  },
  "typography": {
    "display": {
      "family": "Geist",
      "weight": 700,
      "real_weight": 700,
      "tracking": -0.01,
      "line_height": 1.25,
      "fallback_stack": "\"Helvetica Neue\", Helvetica, Arial, sans-serif",
      "google_fonts": "Geist:wght@400..700"
    },
    "body": {
      "family": "Geist",
      "weight": 400,
      "real_weight": 400,
      "line_height": 1.25,
      "scale": 1,
      "fallback_stack": "\"Helvetica Neue\", Helvetica, Arial, sans-serif",
      "google_fonts": "Geist:wght@400..700"
    },
    "calibration": "Netflix Sans is proprietary (Netflix with Dalton Maag, 2018), so Geist stands in. Calibrated on 2026-10-29 by rendering the same lines in Netflix Sans on netflix.com and in 14 open candidates, matching rendered line width first, then ink coverage. Geist at the same size: 700 headline 102.2% width / 100% ink (so set -0.01em tracking, which brings it to about 100%); 400 body 101.0% / 102%; 400 FAQ 100.4% / 99%. Netflix Sans Medium (500) is lighter than Geist 500 (89-91% ink), so set every Medium role at Geist 560: 100.9-102.3% width, 96-99% ink. Runners-up: Public Sans (100-102% width but 84-92% ink), Manrope (100-101% width, 82-93% ink), Inter (102-104% width). x-height/cap ratio: Netflix Sans 0.735, Geist 0.746. Load Geist as a variable font (wght 400..700) so 560 renders."
  },
  "style": {
    "button_shape": "rounded",
    "radius": 4,
    "motion": "button colour changes 0.25s cubic-bezier(0.32, 0.94, 0.6, 1); posters scale 1.05 in 0.2s"
  },
  "voice": {
    "tone": [
      "plain",
      "confident",
      "inviting",
      "brief"
    ],
    "notes": [
      "Homepage voice (observed 2026-10-29): short declaratives and questions in second person; the price sits in the second line; FAQ answers are friendly and literal. A landing page follows this voice.",
      "Guide voice: the public logo page writes in first person plural with confident short claims (\"We're a confident brand.\"). The full voice chapter (brand.netflix.com strategy/voice) is behind partner sign-in."
    ],
    "rules": [
      {
        "kind": "person",
        "value": "we_you"
      },
      {
        "kind": "headline_case",
        "value": "sentence"
      },
      {
        "kind": "spelling",
        "value": "en-US"
      },
      {
        "kind": "guidance",
        "text": "Section headings are two to four plain words in Title Case on netflix.com (Trending Now, More Reasons to Join); everything else is sentence case"
      },
      {
        "kind": "guidance",
        "text": "Lead with what you get, then the price and the out: \"Starts at $8.99. Cancel anytime.\" pattern"
      },
      {
        "kind": "guidance",
        "text": "Never write the word Netflix in the style of the logo, and never use the logo inside a sentence (published)"
      }
    ]
  },
  "spec": {
    "source": "https://www.netflix.com/",
    "how": "computed styles, pseudo-elements and bounding boxes at 390, 768, 1024 and 1440px wide on 2026-10-29 (signed-out US page, Chromium); hover and focus states by hovering in Playwright",
    "provenance": "observed",
    "layout": {
      "page_margin": {
        "desktop": 148,
        "phone": 24,
        "tablet": 32
      },
      "section_padding": {
        "desktop": 64,
        "phone": 48
      },
      "hero_text_max": 588,
      "nav_height": 88,
      "card_gap": 16,
      "container_max": 1144,
      "gutter": 32,
      "gutter_phone": 8,
      "columns": 4,
      "columns_phone": 1,
      "four_up_card_width_at_1440": 274,
      "faq_column_width_at_1440": 556,
      "poster_card_at_1440": "185x259"
    },
    "type": [
      {
        "role": "Hero headline",
        "face": "display",
        "size": {
          "desktop": 56,
          "phone": 32
        },
        "line_height": 1.25,
        "tracking_px": -0.56,
        "weight": 700,
        "prov": "observed",
        "note": "Netflix Sans Bold 56/70 at 1440 (40px at 1024, 32/40 at 768 and 390). Centered, two lines."
      },
      {
        "role": "Hero subline",
        "face": "body",
        "size": {
          "desktop": 20,
          "phone": 16
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 560,
        "prov": "observed",
        "note": "Netflix Sans Medium 20px at 1440; Regular 16px on phones"
      },
      {
        "role": "Form prompt",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1.5,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "note": "\"Ready to watch?\" line above the email form, 16/24"
      },
      {
        "role": "Section headline",
        "face": "display",
        "size": {
          "desktop": 24,
          "phone": 18
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 560,
        "prov": "observed",
        "note": "Trending Now, More Reasons to Join, Frequently Asked Questions: Netflix Sans Medium 24px (18px at 768 and 390)"
      },
      {
        "role": "Promo title",
        "face": "display",
        "size": {
          "desktop": 20,
          "phone": 20
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 560,
        "prov": "observed"
      },
      {
        "role": "Card title",
        "face": "display",
        "size": {
          "desktop": 24,
          "phone": 20
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 560,
        "prov": "observed",
        "note": "More Reasons card headings"
      },
      {
        "role": "Card body",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "note": "rgba(255,255,255,0.7)"
      },
      {
        "role": "FAQ question",
        "face": "body",
        "size": {
          "desktop": 24,
          "phone": 18
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed"
      },
      {
        "role": "FAQ answer",
        "face": "body",
        "size": {
          "desktop": 24,
          "phone": 18
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "note": "24/30 white at 1440; 18px on phones"
      },
      {
        "role": "Rank numeral",
        "face": "display",
        "size": {
          "desktop": 100,
          "phone": 64
        },
        "line_height": 1,
        "tracking_px": 0,
        "weight": 700,
        "prov": "observed",
        "note": "outlined: fill #414141, 4px white text stroke (80px at 1024)"
      },
      {
        "role": "Button large",
        "face": "body",
        "size": {
          "desktop": 24,
          "phone": 18
        },
        "line_height": 1,
        "tracking_px": 0,
        "weight": 560,
        "prov": "observed",
        "note": "Get Started"
      },
      {
        "role": "Button small",
        "face": "body",
        "size": {
          "desktop": 14,
          "phone": 14
        },
        "line_height": 1,
        "tracking_px": 0,
        "weight": 560,
        "prov": "observed",
        "note": "Sign In"
      },
      {
        "role": "Button medium",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1,
        "tracking_px": 0,
        "weight": 560,
        "prov": "observed",
        "note": "Learn More"
      },
      {
        "role": "Footer phone line",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed"
      },
      {
        "role": "Footer link",
        "face": "body",
        "size": {
          "desktop": 14,
          "phone": 14
        },
        "line_height": 1.5,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "note": "underlined, rgba(255,255,255,0.7)"
      },
      {
        "role": "Legal note",
        "face": "body",
        "size": {
          "desktop": 13,
          "phone": 13
        },
        "line_height": 1.5,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "note": "rgba(255,255,255,0.5)"
      }
    ],
    "components": {
      "button_primary": {
        "fill": "#E50914",
        "text": "#FFFFFF",
        "radius": 4,
        "height": 56,
        "padding_x": 24,
        "font_size": 24,
        "weight": 560,
        "face": "body",
        "icon": "chevron right 24px after the label, 12px gap (assets: icon-chevron-right.svg, currentColor)",
        "states": {
          "hover": {
            "css": {
              "background-color": "#C11119"
            },
            "measured": {
              "fill": "#C11119",
              "transition": "background-color 0.25s cubic-bezier(0.32, 0.94, 0.6, 1)"
            },
            "prov": "observed",
            "source": "https://www.netflix.com/"
          },
          "focus": {
            "css": {
              "background-color": "#C11119",
              "outline": "2px solid #FFFFFF"
            },
            "measured": {
              "fill": "#C11119",
              "outline": "2px solid #FFFFFF"
            },
            "prov": "observed",
            "source": "https://www.netflix.com/"
          }
        },
        "note": "Box size wins over padding: Get Started is fixed at 213x56 at 1440 (24px Medium, padding 12px 24px); 161x48 and 18px on phones (padding 8px 16px). It sits 8px right of the email field on desktop and 16px below it on phones. Leaving hover uses cubic-bezier(0.4, 0, 0.68, 0.06)",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      "button_small": {
        "fill": "#E50914",
        "text": "#FFFFFF",
        "radius": 4,
        "height": 32,
        "padding_x": 16,
        "font_size": 14,
        "weight": 560,
        "face": "body",
        "states": {
          "hover": {
            "css": {
              "background-color": "#C11119"
            },
            "measured": {
              "fill": "#C11119"
            },
            "prov": "observed",
            "source": "https://www.netflix.com/"
          }
        },
        "note": "Sign In in the nav: 77x32, padding 4px 16px",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      "button_secondary": {
        "fill": "rgba(128,128,128,0.4)",
        "text": "#FFFFFF",
        "radius": 4,
        "size": "117x40",
        "padding_x": 16,
        "font_size": 16,
        "weight": 560,
        "face": "body",
        "states": {
          "hover": {
            "css": {
              "background-color": "rgba(128,128,128,0.3)"
            },
            "measured": {
              "fill": "rgba(128,128,128,0.3)"
            },
            "prov": "observed",
            "source": "https://www.netflix.com/"
          }
        },
        "note": "Learn More in the promo banner: 117x40, translucent grey on the purple banner",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      "email_field": {
        "fill": "rgba(22,22,22,0.7)",
        "border": "1px solid rgba(128,128,128,0.7)",
        "radius": 4,
        "height": "56 desktop / 48 phone",
        "label": "\"Email address\" 16/24 rgba(255,255,255,0.7), inset 16px, vertically centred at rest (floats up when typing: animation only)",
        "width": "367px in the hero, 562px in the closing form at 1440; full width (326px hero, 342px closing) on phones",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      "language_select": {
        "fill": "rgba(22,22,22,0.7)",
        "border": "1px solid rgba(128,128,128,0.7)",
        "radius": 4,
        "height": 32,
        "content": "translate glyph (A with a character) 16px at left, \"English\" 16px Regular white, a small down caret at right; padding 6px 36px 6px 34px; 129x32",
        "phone": "in the phone nav it collapses to the glyph and caret only, 62x32; the footer copy keeps the word \"English\"",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      "title_card": {
        "radius": 8,
        "fill": "#232323",
        "size": "185x259 at 1440, 129x180 at 1024, 112x157 at 768 and 390",
        "content": "one vertical poster image covering the card (background-size cover), title artwork already in the image; no caption text under it",
        "states": {
          "hover": {
            "css": {
              "transform": "scale(1.05)"
            },
            "measured": {
              "transform": "scale(1.05)",
              "transition": "transform 0.2s ease-in-out"
            },
            "prov": "observed",
            "source": "https://www.netflix.com/"
          }
        },
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      "rank_numeral": {
        "font": "display 700, 100px/100px at 1440 (80px at 1024, 64px at 768 and 390)",
        "fill": "#414141",
        "stroke": "4px #FFFFFF (-webkit-text-stroke)",
        "position": "IN FRONT of its card (higher z-index), overlapping the poster's lower-left corner: at 1440 the numeral box is x 148-209 (one digit, 61px) for a card at x 170-355, so 22px hangs left of the card and 39px sits over the art; box y 1197-1297 for a card y 1051-1310 (bottom 13px above the card bottom). The whole numeral is visible: dark #414141 fill with a full white outline over the poster art. Phones: 64px numerals, left edge 10px left of the card, same overlap rule",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      "reason_card": {
        "radius": 16,
        "fill": "linear-gradient(149deg, #192247 0%, #210E17 96.86%)",
        "size": "274x308 at 1440 (4 across, 16px gaps); 342 wide stacked on phones, 177-202px tall",
        "padding": "24px 16px, title then body 16px below, 72x72 illustration pinned bottom-right (12px from the right, 16px from the bottom). Phones: body only 8px below the title; 63x63 illustration 4px from the card's right edge (x 299-362 in a 24-366 card)",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      "faq_item": {
        "question_row": "#2D2D2D, 84px tall at 1440 (72px on phones), padding 24px, question 24px Regular white (18px phones), a thin 1px-stroke X close icon about 24px at the right (a + when closed)",
        "divider": "1px #000000 line between the question row and the answer panel",
        "answer": "#2D2D2D panel, padding 24px, 24/30 white (18px phones); paragraphs separated by one blank line (30px)",
        "gap": "16px between items at 1440, 8px on phones",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      "promo_banner": {
        "radius": 16,
        "fill": "linear-gradient(91deg, #261733, #151A3F)",
        "edge": "1px gradient edge linear-gradient(91deg, #482566 0%, #161D52 99.51%) drawn as a ::before behind the card",
        "size": "1044x77 at 1440 (x 248-1292), padding 16px 32px; phone 342x210 with the button below the text",
        "icon": "77x77 popcorn illustration outside the card at the left (x 158, y 848 at 1440); on phones 67x67 sitting on the card's top edge at x 38",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      "footer_link": {
        "font": "14/21 Regular",
        "color": "rgba(255,255,255,0.7)",
        "decoration": "underline at rest",
        "radius": 2,
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      "carousel_arrow": {
        "fill": "#232323",
        "radius": 8,
        "size": "24x120 tab",
        "icon": "chevron right 24px white",
        "rendered_fill": "#1A1A1A",
        "where": "phones only (and 768): each Trending row is a scroll viewport x 24-330 (posters clipped at x 330, the third poster shows only 32px); then 12px of black; the tab at x 342-366, vertically centred on the row (y 968-1088 for cards y 950-1107); then 24px black margin. The tab never overlaps a poster",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      }
    },
    "signature": [
      {
        "id": "glow-arc",
        "name": "The glowing arc",
        "where": "once on netflix.com, at the foot of the hero, where the poster wall meets the black page (observed 2026-10-29)",
        "spec": "a 4px line along a shallow half-ellipse wider than the page (1872px at 1440, peaking at the hero bottom and dropping about 35px at the edges), coloured left to right #210D16, #B82869, #E50914, #B82869, #210D16, with a navy glow (rgba(64,97,231,0.4)) under it fading to black",
        "once": "once per page, under the hero",
        "example": {
          "ground": "night",
          "text": "A red arc of light closes the hero"
        },
        "dont": "use a straight rule, a wave or a full red bar; the red is brightest only at the centre and the line stays thin"
      },
      {
        "id": "ranked-numerals",
        "name": "Outlined rank numerals",
        "where": "Trending Now on netflix.com",
        "spec": "a Bold numeral at about 0.4x the card height (100px on a 259px card), filled #414141 with a 4px white stroke, drawn ON TOP of the lower-left corner of each poster (z-index above the card), hanging 22px out past the card's left edge, fully visible",
        "example": {
          "ground": "night",
          "text": "1 2 3 behind the posters"
        },
        "dont": "hide the numerals behind the posters, colour them red, or use them without a ranked list"
      },
      {
        "id": "poster-wall",
        "name": "The poster wall under a scrim",
        "where": "the netflix.com hero",
        "spec": "dozens of title key-art tiles in tilted perspective rows filling the band edge to edge, darkened to about 40% by a black gradient so white type reads; the art is the catalogue, never a single hero photo",
        "example": {
          "ground": "night",
          "text": "Unlimited movies, TV shows, and more"
        },
        "dont": "use a lifestyle photo or a flat red background behind the hero headline"
      },
      {
        "id": "red-for-action",
        "name": "Red means the brand or the next step",
        "where": "every netflix.com band",
        "spec": "Netflix Red #E50914 appears only in the wordmark, the N Symbol inside poster art, the arc and the Sign In and Get Started buttons. Everything else is black, white, grey and the deep navy-plum gradients",
        "example": {
          "ground": "night",
          "text": "Get Started"
        },
        "dont": "set headlines or body copy in red, or put the red logo on a red ground (the guide forbids the N on red)"
      }
    ],
    "bands": [
      {
        "label": "Hero: poster-wall collage under a black scrim, floating wordmark nav, centered Bold headline and email form",
        "ground": "photo-dark",
        "content": "nav + hero",
        "desktop": "0-788px; text column 588px centered; form row y 511-567",
        "phone": "0-564px; 326px column",
        "anatomy": [
          "Nav floats on the image: red wordmark 148x40 left, language select + red Sign In right",
          "Headline 56/70 Bold two lines, price line 20px Medium, prompt 16/24, email field 367x56 + Get Started 213x56"
        ],
        "ground_note": "image (the hero collage photo) + scrim"
      },
      {
        "label": "Glowing arc edge: red-to-magenta 4px arc over a navy glow",
        "ground": "#000000",
        "content": "edge",
        "desktop": "1872x100 strip at y 788, half-ellipse top",
        "phone": "780x100 strip at y 564",
        "anatomy": [
          "linear-gradient(to right, #210D16 16%, #B82869, #E50914, #B82869, #210D16 84%) line, 4px",
          "Navy glow radial rgba(64,97,231,0.4) under the arc, fading to black"
        ]
      },
      {
        "label": "Promo banner: one 77px purple gradient card with a popcorn icon outside it",
        "ground": "#000000",
        "content": "promo",
        "desktop": "card 1044x77 at x 248, y 856; icon 77x77 at x 158",
        "phone": "card 342x210, icon on its top edge",
        "anatomy": [
          "Title 20px Medium + one 16px line, Learn More 117x40 translucent grey button at right"
        ]
      },
      {
        "label": "Trending Now: ranked top 10, two rows of five posters with outlined numerals",
        "ground": "#000000",
        "content": "posters",
        "desktop": "cards 185x259, 229px pitch from x 170; rows y 1051 and 1342",
        "phone": "two scroll rows of 112x157 cards with arrow tabs",
        "anatomy": [
          "Numerals 100px Bold, #414141 fill, 4px white stroke, drawn over each card's lower-left corner, 22px hanging outside it"
        ]
      },
      {
        "label": "More Reasons to Join: four gradient benefit cards with glossy icons",
        "ground": "#000000",
        "content": "benefits",
        "desktop": "274x308 cards, 16px gaps, y 1718-2026",
        "phone": "stacked 342px cards, 8px gaps",
        "anatomy": [
          "Card gradient 149deg #192247 to #210E17, radius 16",
          "72x72 icon bottom-right"
        ]
      },
      {
        "label": "Frequently Asked Questions: six open items in two columns",
        "ground": "#000000",
        "content": "faq",
        "desktop": "two 556px columns, 32px gap, 16px between items",
        "phone": "one 342px column, 8px between items",
        "anatomy": [
          "#2D2D2D rows 84px with a thin X, answers 24/30 on #2D2D2D below a 1px black line"
        ]
      },
      {
        "label": "Closing email form",
        "ground": "#000000",
        "content": "form",
        "desktop": "prompt centered, field 562x56 + Get Started 213x56",
        "phone": "left-aligned, field full width, button below",
        "anatomy": [
          "Exactly the hero prompt and form, no headline"
        ]
      },
      {
        "label": "Footer: grey underlined link grid",
        "ground": "#000000",
        "content": "footer",
        "desktop": "phone line, 4 columns x 6 rows of 14px links, language select, reCAPTCHA note",
        "phone": "one column of links",
        "anatomy": [
          "No logo, no socials, no copyright in the footer"
        ]
      }
    ],
    "responsive": {
      "measured_at": [
        390,
        768,
        1024,
        1440
      ],
      "source": "https://www.netflix.com/",
      "date": "2026-10-29",
      "prov": "observed",
      "rows": [
        {
          "what": "page margin",
          "values": {
            "390": "24px",
            "768": "32px",
            "1024": "80px",
            "1440": "148px"
          }
        },
        {
          "what": "wordmark",
          "values": {
            "390": "89x24",
            "768": "89x24",
            "1024": "148x40",
            "1440": "148x40"
          }
        },
        {
          "what": "hero headline",
          "values": {
            "390": "32/40",
            "768": "32/40",
            "1024": "40px",
            "1440": "56/70"
          }
        },
        {
          "what": "hero text column",
          "values": {
            "390": "326px",
            "768": "432px",
            "1024": "508px",
            "1440": "588px"
          }
        },
        {
          "what": "Get Started",
          "values": {
            "390": "161x48, 18px",
            "768": "181x56, 18px",
            "1024": "181x56, 18px",
            "1440": "213x56, 24px"
          }
        },
        {
          "what": "section headline",
          "values": {
            "390": "18px",
            "768": "18px",
            "1024": "24px",
            "1440": "24px"
          }
        },
        {
          "what": "poster card",
          "values": {
            "390": "112x157 scroll rows",
            "768": "112x157 scroll rows",
            "1024": "129x180, 5 across",
            "1440": "185x259, 5 across"
          }
        },
        {
          "what": "rank numeral",
          "values": {
            "390": "64px",
            "768": "64px",
            "1024": "80px",
            "1440": "100px"
          }
        },
        {
          "what": "reason cards",
          "values": {
            "390": "1 column, 342px",
            "768": "1 column, 704px",
            "1024": "2 columns, 426px",
            "1440": "4 columns, 274px"
          }
        },
        {
          "what": "FAQ question",
          "values": {
            "390": "18px, 72px row",
            "768": "18px, 72px row",
            "1024": "24px, 84px row",
            "1440": "24px, 84px row"
          }
        }
      ]
    },
    "breakpoints": {
      "all": [
        600,
        960,
        1280,
        1600,
        1920
      ],
      "phone_max": 599
    },
    "motion": [
      {
        "name": "button-hover-in",
        "easing": "cubic-bezier(0.32, 0.94, 0.6, 1)",
        "duration_ms": 250,
        "use": "background-color change into hover/focus on every button",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "button-hover-out",
        "easing": "cubic-bezier(0.4, 0, 0.68, 0.06)",
        "duration_ms": 250,
        "use": "background-color change back to rest",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      },
      {
        "name": "poster-lift",
        "easing": "ease-in-out",
        "duration_ms": 200,
        "use": "title card scales to 1.05 on hover and focus",
        "prov": "observed",
        "source": "https://www.netflix.com/"
      }
    ],
    "page": {
      "source": "https://www.netflix.com/",
      "date": "2026-10-29",
      "prov": "observed",
      "nav": {
        "summary": "No bar: the red wordmark at left and two small controls at right float over the top of the hero collage, on a 120px black-to-clear scrim",
        "ground": "transparent over the hero image; linear-gradient(rgba(0,0,0,0.8) 0%, rgba(0,0,0,0) 100%) 120px tall across the top",
        "height": "88px zone (logo y 24-64 at 1440); not sticky, scrolls away with the hero",
        "border": "none",
        "logo": "the red NETFLIX wordmark SVG (netflix-wordmark-site.svg, #E50914), 148x40 at x 148, y 24 at 1440 and 1024; 89x24 at x 24, y 28 on phones (x 32 at 768). Never the N Symbol here",
        "links": "0: no navigation links",
        "actions": "right edge at x 1292: the language select (129x32, x 1071, y 28) then Sign In (77x32, x 1212, y 28), 12px apart",
        "sticky": "no",
        "phone": "wordmark 89x24 left (x 24, y 28); at right the language select as glyph and caret only (62x32, x 212, y 24) and Sign In 77x32 (x 286, y 24). No menu"
      },
      "hero": {
        "summary": "A full-bleed tilted wall of poster art under a heavy black scrim, with a centered two-line Bold headline, a Medium price line, a prompt and an inline email form; it ends in a glowing red arc",
        "desktop": "Band 0-788px at 1440, then a 100px arc strip (788-888). The poster-wall image covers 1440x888 (object-fit cover, centered). Text column 588px wide, centered (x 426-1014): headline top y 258, two lines of 70px (to 398), 16px gap; price line y 414 (25px tall), 32px gap; prompt y 471 (24px); 16px gap; form row y 511-567: email field 367x56 then 8px then Get Started 213x56",
        "phone": "Band 0-564 then the arc strip 564-664. Everything centered in a 326px column (x 32): headline y 150, 32/40, two lines; price line y 238 16px Regular; prompt y 274, two lines 16/24; email field 326x48 at y 338 full width; Get Started 161x48 centered at y 402, 16px below the field",
        "at_rest": "static: the collage does not move; the email label sits inside the field until focused",
        "media": "poster-wall photo-collage (hero-collage-large.jpg, 2000x1125; hero-collage-small.jpg on phones) of title key art in rows tilted about 8-10 degrees, shot in perspective; over it linear-gradient(7deg, rgba(0,0,0,0.85) 10% ... rgba(0,0,0,0.6) 97%) on desktop and linear-gradient(0deg, rgba(0,0,0,0.9) 0% ...) on phones, so the art reads at about 40% brightness. The scrim is neutral black only: no red or burgundy wash anywhere in the hero (netflix.com has red gradients layered behind the opaque image, so they never show). Red appears in the hero only in the wordmark, Sign In and Get Started",
        "type": "headline Bold 56/70 white centered (32/40 phones, 40px at 1024); price line Medium 20px white (16px Regular phones); prompt Regular 16/24 white",
        "cta": "the inline email capture: field + red Get Started with a chevron. The same form repeats once, after the FAQ",
        "proof": "none: no ratings, logos or numbers beyond the price",
        "headline_breaks": "Force the break with <br>: line 1 \"Unlimited movies, TV\", line 2 \"shows, and more\", at every width (1440 and 390). Do not use text-wrap: balance on it (balance moves \"TV\" to line 2). Line 1 is the wider line (about 575px at 56px)"
      },
      "sections": [
        {
          "name": "Hero arc",
          "summary": "The edge between the hero and the black page: a thin glowing arc, bright red at the centre, fading to magenta then dark at the ends, with a blue glow under it",
          "ground": "#000000",
          "desktop": "a strip 1872px wide (x -216 to 1656, overflowing the page and clipped), 100px tall at y 788; its top edge is a half-ellipse (border-radius 50% 50% 0 0 / 100% 100% 0 0), so the arc peaks at y 788 in the centre and reaches about y 823 at the page edges",
          "phone": "the same strip 780px wide (x -195), 100px tall at y 564; arc peaks at 564 and is only about 13px lower at the screen edges (the same half-ellipse, centred on the screen)",
          "anatomy": [
            "Line: a 4px band drawn with linear-gradient(to right, #210D16 16%, #B82869, #E50914, #B82869, #210D16 84%) following the arc",
            "Under the line: #000000 filled with radial-gradient(50% 500% at 50% -420%, rgba(64,97,231,0.4) 80%, rgba(0,0,0,0.1) 100%), a navy glow fading to black within about 60px",
            "Above the line: the hero collage and scrim"
          ],
          "components": "none"
        },
        {
          "name": "Promo banner",
          "summary": "One slim gradient card announcing the cheapest plan, with a popcorn illustration outside it at the left",
          "ground": "#000000",
          "desktop": "card x 248-1292, y 856-933 (1044x77), overlapping the bottom of the arc strip; popcorn icon 77x77 at x 158, y 848; text at x 280: title 20px Medium y 872, line 16px Regular y 897; Learn More 117x40 right-aligned 32px inside (x 1143, y 875)",
          "phone": "card 342x210 at x 24, y 644; popcorn 67x67 at x 38, y 596 straddling the card's top edge; title 20px Medium in two lines at x 40, line 16px, Learn More 117x40 left-aligned below (y 782)",
          "anatomy": [
            "Title is a price offer in one sentence; the second line names the plan",
            "Phones: let the title fill the card width (no text-wrap: balance): \"The Netflix you love for just / $8.99.\" with only the price on line 2",
            "Card: radius 16px, 91deg purple-to-navy gradient, 1px gradient edge",
            "No close button"
          ],
          "components": "promo_banner, button_secondary"
        },
        {
          "name": "Trending Now",
          "summary": "A ranked top 10: ten vertical posters, each with a huge outlined rank numeral tucked behind its lower-left corner",
          "ground": "#000000",
          "desktop": "heading 24px Medium at x 148, y 997 (64px below the promo card); cards start 24px below the heading at y 1051. Two rows of five: cards 185x259 at x 170, 399, 628, 856, 1085 (229px pitch); row 2 at y 1342 (32px row gap). Numerals 1-10, 100px, left edge at x 148 / 377 / 606 / 834 / 1063, bottom 13px above the card bottom. Section ends y 1601",
          "phone": "heading 18px Medium at x 24, y 910; two horizontal scroll rows (1-5 and 6-10), cards 112x157 at x 34, 166, 298 (132px pitch, 20px gaps), rows at y 950 and 1128 (21px row gap). The row viewport is clipped at x 330 so the third card shows 32px; black gutter 330-342; a 24x120 #1A1A1A arrow tab at x 342-366 centred on the row; numerals 64px over each card's lower-left",
          "anatomy": [
            "Ranks 1 to 10 in reading order; \"10\" is two digits wide (122px at 1440)",
            "Each poster has the red N Symbol in its top-left corner, part of the poster art itself",
            "No titles, ratings or captions under the posters",
            "At 1440 the reference shows the two-row grid with no arrows"
          ],
          "components": "title_card, rank_numeral, carousel_arrow"
        },
        {
          "name": "More Reasons to Join",
          "summary": "Four benefit cards in a row, each a dark navy-to-plum gradient with a heading, a muted line and a glossy illustrated icon in the bottom-right corner",
          "ground": "#000000",
          "desktop": "heading 24px Medium at x 148, y 1672 (71px below the posters); cards y 1718-2026, 274x308 at x 148, 438, 728, 1018 (16px gaps). Inside: title 24px Medium at x+16, y+24; body 16px rgba(255,255,255,0.7) 16px under the title; icon 72x72 bottom-right",
          "phone": "heading 18px at x 24, y 1346; four stacked cards 342px wide, 177-202px tall, 8px apart; title 20px Medium, body 16px; icon 63x63 bottom-right",
          "anatomy": [
            "Titles in order: TV, offline downloads, watch everywhere, kids profiles (one benefit each, 2-5 words)",
            "Body: one literal sentence listing what you get, 2-4 lines in a 242px measure, no adjectives of feeling. Their lines: \"Watch on Smart TVs, Playstation, Xbox, Chromecast, Apple TV, Blu-ray players, and more.\" / \"Save your favorites easily and always have something to watch.\" / \"Stream unlimited movies and TV shows on your phone, tablet, laptop, and TV.\" / the kids line sends kids on adventures with favourite characters, free with membership (4 lines)",
            "Icons: a TV screen, a pink download disc, a red telescope with sparkles, two stacked smiley profile tiles (supplied SVGs, use as-is)",
            "Titles wrap: \"Download your / shows to watch / offline\" sets in 3 lines, \"Create profiles for / kids\" in 2"
          ],
          "components": "reason_card"
        },
        {
          "name": "Frequently Asked Questions",
          "summary": "Six FAQ items on #2D2D2D, every one shown open, in two independent columns at desktop and one column on phones",
          "ground": "#000000",
          "desktop": "heading 24px Medium at x 148, y 2090; items start y 2136. Two columns 556px wide (x 148 and x 736, 32px gap), filled top to bottom: left column What is Netflix?, How much does Netflix cost?, Where can I watch?; right column How do I cancel?, What can I watch on Netflix?, Is Netflix good for kids?. 16px between items. Question rows 84px; answers 24/30. Left column runs to about y 3376 (1240px of items), the right column ends about 300px higher (about y 3077)",
          "phone": "heading 18px at x 24; one column 342px, the same six in order What is, cost, where, cancel, what can I watch, kids; question rows 72px 18px; answers 18px; 8px between items; all open",
          "anatomy": [
            "Answer lengths at 1440: What is Netflix? 2 paragraphs (4 + 5 lines); cost 4 lines; where 2 paragraphs (7 + 5 lines); cancel 4 lines; what can I watch 4 lines; kids 2 paragraphs (4 + 4 lines)",
            "Close icon: two crossing 1px white lines, about 22px square, right-aligned 24px in from the row edge",
            "Answers are plain sentences: no links, bullets or bold",
            "What each answer says (paraphrase): What is: a streaming service with award-winning shows, films, anime and documentaries on thousands of devices; watch as much as you want for one monthly price, new titles every week. Cost: one fixed monthly fee on any device, plans from $8.99 to $26.99 a month pre-tax. Where: sign in on the web or any device with the app (smart TVs, phones, tablets, players, consoles); download on iOS or Android to watch offline. Cancel: cancel online in two clicks, no cancellation fees. What can I watch: films, documentaries, shows, anime and Netflix originals. Kids: a kids experience included in membership; PIN-protected kids profiles with maturity ratings and title blocks"
          ],
          "components": "faq_item"
        },
        {
          "name": "Closing email form",
          "summary": "The hero form again, alone and centered, with no headline",
          "ground": "#000000",
          "desktop": "about 72px below the taller FAQ column: prompt 16/24 centered (783px measure, x 329); 16px below, a row: email field 562x56 + 8px + Get Started 213x56 (x 329-1112)",
          "phone": "prompt 16/24 left-aligned in two lines at x 24; field 342x48 full width; Get Started 161x48 left-aligned 16px below",
          "anatomy": [
            "Same prompt line as the hero, word for word",
            "Nothing else in the band: no headline, no image"
          ],
          "components": "email_field, button_primary"
        }
      ],
      "footer": {
        "summary": "A plain black footer of small grey underlined links in four columns, a phone line, a language select and a reCAPTCHA note. No logo, no social icons, no copyright line",
        "ground": "#000000",
        "anatomy": [
          "Starts about 87px below the closing form at 1440. Content x 148-1292; the link block is inset 4px (links at x 152)",
          "Line 1: \"Questions? Call 1-844-569-7700\", 16px Regular rgba(255,255,255,0.7); the number is an underlined link",
          "Links, 63px below: a 4-column grid, columns at x 152, 439, 726, 1013 (287px pitch), rows 33px apart, 14/21 Regular underlined rgba(255,255,255,0.7). Filled row by row in this order: FAQ, Help Center, Account, Netflix House / Media Center, Investor Relations, Jobs, Netflix Shop / Redeem Gift Cards, Buy Gift Cards, Ways to Watch, Terms of Use / Privacy, Cookie Preferences, Corporate Information, Contact Us / Speed Test, Legal Notices, Only on Netflix, Do Not Sell or Share My Personal Information (wraps to 2 lines) / Ad Choices",
          "Language select 129x32 (with \"English\"), 78px below Ad Choices, at x 151",
          "Then \"This page is protected by Google reCAPTCHA to ensure you're not a bot.\" 13/19.5 rgba(255,255,255,0.5), about 40px below the select; then about 96px of black to the page end"
        ],
        "phone": "x 24-28; phone line, then the 21 links in one column in the same order (33px pitch), the language select, the reCAPTCHA note in two lines"
      },
      "dark_ground": {
        "secondary_button": "button_secondary: rgba(128,128,128,0.4) fill, white 16px Medium, radius 4",
        "link": "underlined, rgba(255,255,255,0.7) (#B3B3B3 rendered); no hover colour change measured",
        "muted_text": "#B3B3B3 (white at 70%) for card body copy, field labels, footer; #808080 (white at 50%) for the legal note",
        "hairline": "1px #000000 between FAQ question and answer; field borders 1px rgba(128,128,128,0.7)",
        "logo_on_dark": "the red #E50914 wordmark on black or on the scrimmed collage. Never white on the homepage (the guide reserves white for special use with approval)"
      },
      "variants_note": "netflix.com A/B tests this page: on some loads Trending Now is a one-row carousel of five with an arrow and the FAQ is one full-width column of closed rows (1144px, 84px rows, a + icon). The reference capture for this book, and this anatomy, is the two-row ranked grid with the FAQ open in two columns"
    }
  },
  "system": {
    "fixed": [
      "Netflix Red #E50914 for the logos and primary actions",
      "Black grounds and white type",
      "Netflix Sans (stand-in Geist) at Regular, Medium and Bold",
      "The N Symbol in its two reds, never on red",
      "Clear space: one N leg, or the width of the T"
    ],
    "flex": "The art: every page is coloured by the titles it shows, so the only variable is which posters and key art fill the frame",
    "traits": [
      {
        "is": "Confident",
        "not": "loud",
        "text": "\"We're a confident brand.\" Logos get room to breathe.",
        "source": "https://brand.netflix.com/en/assets/logos/",
        "prov": "published"
      },
      {
        "is": "Universal",
        "not": "local",
        "text": "The N Symbol is described as universal and instantly identifiable (paraphrase).",
        "source": "https://brand.netflix.com/en/assets/logos/",
        "prov": "published"
      },
      {
        "is": "Cinematic",
        "not": "decorative",
        "text": "Netflix Sans capitals were drawn to feel cinematic; art over distraction (paraphrase of the design leads).",
        "source": "https://itsnicethat.com/news/netflix-sans-typeface-dalton-maag-graphic-design-210318",
        "prov": "published"
      },
      {
        "is": "Plainspoken",
        "not": "clever",
        "text": "Homepage copy is literal and second person.",
        "source": "https://www.netflix.com/",
        "prov": "observed"
      },
      {
        "is": "Generous",
        "not": "salesy",
        "text": "Price and cancel-anytime always together; the FAQ answers objections openly.",
        "source": "https://www.netflix.com/",
        "prov": "observed"
      }
    ]
  },
  "proportion": {
    "note": "Our reading of the homepage at 1440: black ground, white type, and red only on the wordmark, two buttons and the arc. Not published.",
    "source": "https://www.netflix.com/",
    "prov": "inferred",
    "parts": [
      {
        "name": "Black",
        "hex": "#000000",
        "n": 85
      },
      {
        "name": "White",
        "hex": "#FFFFFF",
        "n": 12
      },
      {
        "name": "Netflix Red",
        "hex": "#E50914",
        "n": 3
      }
    ]
  },
  "tone_by_state": {
    "note": "Our reading: the homepage stays plain everywhere; title marketing runs louder.",
    "source": "https://www.netflix.com/",
    "states": [
      {
        "state": "Signing up (homepage, forms, FAQ)",
        "level": 1
      },
      {
        "state": "Title launches and fan events",
        "level": 4
      }
    ]
  },
  "formats": [
    {
      "format": "Landing page",
      "level": 2,
      "must": "Black page, red wordmark floating over a scrimmed poster-wall hero, centered Bold two-line headline, price line, inline email + red Get Started, the glowing arc, then left-headed bands (ranked posters, gradient benefit cards, open FAQ), the form again, grey underlined footer links",
      "flex": "which titles fill the wall and the top 10; the promo banner offer"
    },
    {
      "format": "Deck",
      "level": 2,
      "must": "Black slides, white Netflix Sans (Geist), red only on the logo and the ask",
      "flex": "title art as full-bleed backgrounds under a scrim"
    },
    {
      "format": "Proposal page",
      "level": 1,
      "must": "Homepage voice: plain, priced, one next step as a red button",
      "flex": "a poster row as proof"
    },
    {
      "format": "Social post",
      "level": 4,
      "must": "Title art first, N Symbol small in a corner with clear space",
      "flex": "streak textures behind the symbol"
    },
    {
      "format": "Email",
      "level": 1,
      "must": "Black, white type, one red button",
      "flex": "one poster row"
    },
    {
      "format": "Out of home",
      "level": 4,
      "must": "Key art plus the N Symbol, never the Wordmark and Symbol together",
      "flex": "which title"
    }
  ],
  "checks": [
    {
      "name": "Logo hidden",
      "text": "Cover the wordmark. It should still read as Netflix: black page, a wall of posters, one red button, a thin red arc."
    },
    {
      "name": "Red count",
      "text": "Count the red things. More than the logo, the buttons and the arc means red has turned into decoration; take it back out."
    },
    {
      "name": "Logo rules",
      "text": "Symbol and Wordmark never together, N never on red, clear space at least one N leg or one T width."
    }
  ],
  "examples": [
    {
      "chapter": "color",
      "do": {
        "ground": "paper",
        "text": "Get Started",
        "button": true
      },
      "do_caption": "Red on black is the action: the Netflix Red button with white Medium text.",
      "dont": {
        "ground": "accent",
        "text": "Unlimited movies",
        "ink": "on_accent"
      },
      "dont_caption": "A full red band: red is the logo and the button, not a ground."
    },
    {
      "chapter": "logo",
      "do": {
        "ground": "night",
        "text": "NETFLIX",
        "ink": "accent"
      },
      "do_caption": "The red Wordmark on black, with clear space the width of the T.",
      "dont": {
        "ground": "accent",
        "text": "N",
        "ink": "on_accent"
      },
      "dont_caption": "The guide forbids the N Symbol on a red background."
    },
    {
      "chapter": "type",
      "do": {
        "ground": "night",
        "text": "Unlimited movies, TV shows, and more",
        "ink": "on_night"
      },
      "do_caption": "Bold, sentence case, white, two centered lines.",
      "dont": {
        "ground": "night",
        "text": "UNLIMITED MOVIES",
        "ink": "accent"
      },
      "dont_caption": "All caps in red reads as a fake logo; the guide says never write words in the logo's style."
    },
    {
      "chapter": "layout",
      "do": {
        "ground": "night",
        "text": "Trending Now",
        "ink": "on_night"
      },
      "do_caption": "A plain 24px Medium heading at the left, posters below.",
      "dont": {
        "ground": "surface",
        "text": "Our amazing catalogue!",
        "ink": "accent"
      },
      "dont_caption": "Hype and red headings: the homepage stays literal and lets the art speak."
    }
  ],
  "make_it_yours": {
    "note": "Everything above transfers. These are Netflix's own and must be replaced with yours: name and logo, purpose, positioning, messaging pillars, proof, taglines and boilerplate.",
    "replace": [
      "identity",
      "purpose",
      "positioning",
      "messaging.pillars",
      "messaging.proof_points",
      "messaging.taglines",
      "messaging.boilerplate"
    ],
    "reference": {
      "purpose": {
        "mission": {
          "text": "We are here to entertain the world, one fan at a time.",
          "prov": "published",
          "source": "https://about.netflix.com/en"
        }
      },
      "positioning": {
        "statement": {
          "text": "Unlimited movies, TV shows, and more",
          "prov": "observed",
          "source": "https://www.netflix.com/"
        },
        "category": {
          "text": "Subscription streaming entertainment: series, films and games",
          "prov": "observed",
          "source": "https://about.netflix.com/en"
        },
        "audience": {
          "text": "Anyone with an internet-connected screen; kids through profiles",
          "prov": "inferred",
          "why": "from the homepage benefit cards and FAQ (TVs, phones, offline, kids profiles)"
        },
        "promise": {
          "text": "Watch anywhere, anytime, and cancel when you like",
          "prov": "inferred",
          "why": "paraphrase of the homepage price line and FAQ answers"
        },
        "differentiators": [
          {
            "text": "A catalogue of originals shown as a ranked top 10",
            "prov": "observed",
            "source": "https://www.netflix.com/"
          },
          {
            "text": "No contract: cancel online",
            "prov": "observed",
            "source": "https://www.netflix.com/"
          }
        ]
      },
      "messaging": {
        "taglines": [
          {
            "text": "Unlimited movies, TV shows, and more",
            "where": "homepage H1",
            "prov": "observed",
            "source": "https://www.netflix.com/"
          },
          {
            "text": "Starts at $8.99. Cancel anytime.",
            "where": "homepage price line",
            "prov": "observed",
            "source": "https://www.netflix.com/"
          }
        ],
        "pillars": [
          {
            "name": "Unlimited",
            "claim": "Everything, as much as you want, for one monthly price",
            "proof": [
              "p1"
            ],
            "prov": "observed",
            "source": "https://www.netflix.com/"
          },
          {
            "name": "Everywhere",
            "claim": "Every screen, online or downloaded",
            "proof": [
              "p2"
            ],
            "prov": "observed",
            "source": "https://www.netflix.com/"
          },
          {
            "name": "No commitment",
            "claim": "Cancel online, no fees",
            "proof": [
              "p3"
            ],
            "prov": "observed",
            "source": "https://www.netflix.com/"
          }
        ],
        "proof_points": [
          {
            "id": "p1",
            "text": "Plans from $8.99 to $26.99 a month (pre-tax), US, 2026-10-29",
            "prov": "observed",
            "source": "https://www.netflix.com/"
          },
          {
            "id": "p2",
            "text": "Smart TVs, game consoles, phones, tablets, laptops; downloads on iOS and Android",
            "prov": "observed",
            "source": "https://www.netflix.com/"
          },
          {
            "id": "p3",
            "text": "Cancel online; no cancellation fees",
            "prov": "observed",
            "source": "https://www.netflix.com/"
          }
        ],
        "claim_boundaries": [
          {
            "text": "Prices are regional and dated: quote them only with the market and date"
          },
          {
            "text": "Title art belongs to each title; don't imply a title is available everywhere"
          }
        ]
      }
    }
  }
}