“General counsel” is the title given to a company’s chief in-house legal officer, so it would indeed be contacting the company itself (and the person at the company most likely to be able to properly handle the situation, at that).
That said, finding somebody a little farther down the chain in the legal department might yield a faster initial result at most big companies; this type of infringement is comparatively small potatoes for the GC.
I've never worked at a company large enough to have in-house counsel, so I figured that it was a title given to the entire legal department.
I work in marketing, and it drives me nuts when people say "well we didn't know about this because people didn't contact us in the correct manner." If there is a way to contact you, assume that someone will use it to contact you about literally anything.
People assume the structure of their organization is obvious because they are familiar with it. Someone trying to contact the organization should not have to divine the nature of the beast like a bunch of blind men trying to determine the nature of an elephant.
In the US, you want to send mail to the registered agent.
That's the person on file with wherever they incorporated who accepts legal paperwork during business hours -- and thus can always easily be reached by mail. Companies are required to have one of these, and they'll deal with routing legal complaints internally. Just send your angry letter with tracking to the registered agent, so you get a signature when they drop it off.
For Netflix, it seems like:
> The address of the registered office of this corporation in the State of Delaware is Corporation Trust Center, 1209 Orange Street, City of Wilmington, County of New Castle, Delaware 19081. The name of its registered agent at such address is The Corporation Trust Company.
So if you send your angry mail there, Netflix legal will almost certainly read it.
That said, finding somebody a little farther down the chain in the legal department might yield a faster initial result at most big companies; this type of infringement is comparatively small potatoes for the GC.