Went through this last quarter. Sharing what worked, what didn't, and what I'd do differently.
Starting offer: $260k base, no bonus, $150k equity over 4 years, $25k sign-on. Senior SWE role.
What I tried and what happened: Asked to bump base to $290k. They came back at $270k. So base moved $10k, which was real but not the $30k I asked for. Their rationale: 'We're already at the top of band for this level.' Asked for more equity. Flat no. They said equity is 'discretionary and determined by the hiring committee' and can't be changed post-offer. I believe this. Netflix equity at mid-senior levels is more like a bonus structure than negotiable comp. Asked to increase sign-on to $40k. They went to $35k. This was the easiest move. Sign-on is clearly the lever they have more flexibility on. Mentioned a competing offer from another FAANG (real, not bluffed). This is what got the base bump. Without it, I don't think they'd have moved base at all.
Final: $270k base, $150k equity, $35k sign-on. First year around $355k.
Things I learned: Netflix's stated philosophy is 'we pay top of market so we don't negotiate' but they do move, at least on base and sign-on. The competing offer framing is more effective than the 'I need more to make this work' framing. Netflix responds to market data, not to need. Get a competing offer if you can. Even a less prestigious one grounds the conversation. They set a deadline of 72 hours for me to respond. I asked for 5 days and got it without pushback.
Wouldn't have gotten the base bump without the competing offer. That's the move.