Netflix is an American multinational provider of on-demand Internet streaming media, and of flat rate DVD-by-mail in the United States, where mailed DVDs and Blu-ray Disc are sent via Permit Reply Mail. The company was established in 1997 and is headquartered in Los Gatos, California. It started its subscription-based service in 1999. By 2009, Netflix was offering a collection of 100,000 titles on DVD and had surpassed 10 million subscribers.