Netflix has become the largest provider of commercial streaming video in the U.S., with 29 million streaming video customers. It has also become a sponge for data—what users watch, when they're watching, where they're watching and what device they're using. It has data on when you rewind or fast-forward, when you pause and when you stop watching a show or movie entirely. Now Netflix is beginning to produce its own original programming and it's leveraging all that data to do it. It used its data to lead it to license BBC miniseries "House of Cards" for a remake. And it correlated fans of actor Kevin Spacey and director David Fincher to fans of the original, leading it to hire them for the program.