The term "Netflix" is a fairly new technology, that superseded the video rental stores such as "Blockbuster" or "Family Video". This term was first used in the LA Times on March 28, 2007, but was first used by the New York Times on August 16th, 2001. The company was founded in 1997, and gained national attention in a relatively short time, being written about by such a large company as the New York Times. The earliest and most relevant scholarly article I found on the term "Netflix" was on ProQuest, and the blog described the evolution of the movie and similar media forms such as videos.
The term "Netflix" as introduced by the New York Times, was ironically very similar discussions as they are today. The blog back in 2001, described the difference between Netflix and Blockbuster, and how Netflix was superior because it could bring movies and Tv shows to consumers directly into their own homes without leaving or even getting up. It also describes how much money a consumer would save by comparing it to Tv and Blockbuster. "