If Netflix’s business models were structured like the Marvel Cinematic Universe, the company would be about to enter Phase 3. Phase 1, of course, is when the company launched its DVD-by-mail service in 1999, transforming the way DVDs were rented. Phase 2 began in 2007, when it supplemented its DVD subscriptions with a streaming video-on-demand service, ushering in the modern era of streaming entertainment. Phase 3 of the Netflix Revenue Universe (the NRU?) will begin in earnest in November, when the company launches its advertising-supported streaming tier.