By Amol Sharma and Joann S. Lublin 

Netflix Inc.'s shareholders on Monday voted against a nonbinding resolution to split up the company's chief executive and chairman positions, a move some investors and proxy-advisory firms have pushed at U.S. companies to improve corporate governance.

Netflix founder Reed Hastings has held both the CEO and chairman titles since the company went public in 2002. The resolution to create an independent chairman was defeated at Netflix's annual meeting in Los Gatos, Calif. with 53% of votes cast against it, according to the company. Last year, a similar proposal passed with 73% of the vote and Netflix directors didn't take any action.

"Netflix has demonstrated extraordinary long term success under the leadership of Reed and the board," a Netflix spokesman said Monday.

Shareholder resolutions seeking an independent chairman tend to win strong support, but rarely pass. Four of 51 such measures voted on so far this year received a majority of votes cast, with average support of 31.1%, according to Institutional Shareholder Services. There were six victories and average support of 32% for 61 resolutions during all of 2013, the big proxy adviser said. Companies in the Russell 3000 Index where such proposals have passed this year include Allergan Inc. and Staples Inc.

Whether to split the top two roles became a hot issue at J.P. Morgan Chase & Co.'s annual meeting last year. The proposal ended up garnering approval from 32% of voting shareholders following a bruising campaign that included the possibility of Chief Executive James Dimon's exit if investors endorsed the idea.

The Netflix proposal, backed by the New York City comptroller's office, which oversees its public-employee pension funds, called for the chairman to be an independent director who isn't a current or former employee of the company. "Netflix is the latest company to twist the independent chair vote into a referendum on the CEO," said Scott M. Stringer, New York City's comptroller. "Reed Hastings may be a terrific CEO, but he shouldn't also chair the board to which he answers. "

ISS, which endorsed the proposal, said giving the chairman position to the company's CEO presents potential conflicts of interest and weakens the board's ability to represent shareholders' interests.

Mr. Hastings co-founded Netflix in 1997 and has led the company's rise from a DVD-by-mail provider into the dominant streaming-video service, with over 48 million members globally. On his watch, Netflix has delivered huge returns for investors, who are attracted to its track record of swift subscriber growth despite not generating large profits. Netflix shares are up about 15% this year and 91% over the last 12 months.

Mr. Hastings has been the face of the company in many of its dealings with Wall Street, regulators and the entertainment industry. Lately, for example, he has been a vocal opponent of cable giant Comcast Corp.'s pending takeover of Time Warner Cable Inc., which he says will concentrate too much power in the broadband market within a single company.

At the annual meeting, shareholders re-elected Mr. Hastings and the two other directors who were up for re-election.

Shareholders approved a nonbinding proposal to require an investor vote if the company wants to adopt a"poison pill," a stockholder rights plan meant to deter an activist investor from acquiring a significant stake. Netflix adopted a poison pill in 2012 and terminated the provision last year.

Write to Amol Sharma at amol.sharma@wsj.com and Joann S. Lublin at joann.lublin@wsj.com

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