If you want to encode video, use ffmpeg. Netflix serves static movies, so encoding is going to be relatively rare and can probably be done on whatever computing resources are already available. Quality-wise, the ffmpeg/x264/x265 people probably are doing a good job already.
If you want to serve video, serve it with HLS or similar from static files stored on a CDN with a bunch of bitrate profiles. Here the problem is more creating or finding the CDN that anything to do with video.
Can't quite figure out what the purpose of all the stuff in the article could be (maybe to justify the jobs of the people doing the work?)