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Netflix CFO: Multiple Stream Sub Plan Coming This Year

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Old 05-16-2012, 11:57 AM   #1
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Default Netflix CFO: Multiple Stream Sub Plan Coming This Year

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Netflix CFO: Multiple Stream Sub Plan Coming This Year

16 May, 2012
By: Erik Gruenwedel



Netflix plans to later this year roll out a subscription plan enabling multiple users within a household to stream content on different devices, CFO David Wells told an investor group.

Speaking May 16 at the 40th Annual J.P. Morgan Global Technology, Media, Media and Telecom Conference in Boston, Wells said the undefined priced subscription is the result of a growing number of users accessing Netflix from one account at the same time.

The CFO said that 18 months ago, 80% to 90% of Netflix streaming subs were single users on separate accounts. That percentage has dropped as families adopt Netflix, resulting in multiple users attempting to access content on different devices.

“We see more and more of that,” Wells said.

He said currently households seeking multistream access have had to “cobble together” a solution through Netflix customer service, purchase a hybrid disc/streaming plan allowing more than two concurrent users or subscribe to separate accounts.

He said the majority of streaming occurs on the television, but that there is increased viewing on tablet computers and laptops in other areas of the home. Netflix doesn’t expect the multiuse plan to have a huge impact initially, but expects the concept to grow in popularity over time.

The CFO didn’t elaborate on the pricing for the multistream subscription, but said it would focus on delivering content and user-interface based on individual viewing habits.

“When you want to watch, it knows it is you but not your spouse or your child,” Wells said. “There’s a much more targeted experience.”

Netflix is projecting 7 million net subscriber additions in 2012, resulting in a streaming base of about 30 million members. The Los Gatos, Calif.-based rental service also has about 10 million disc and hybrid disc/streaming subs.

J.P. Morgan expects Netflix to generate about 5 million gross sub additions, ending the year with about 25 million net streaming subs.


Wells said more than 30% of new subs are returning members who left Netflix within the past 12 months. The CFO didn’t give a date when the multistream plan would launch.

“I don’t think that immediately we’ll see any sort of [device] segmentation happen from multistream households,” Wells said. “But over time that will grow. There is plenty of concurrent streaming happening, but the majority is still on the television.”

He said the initial purpose of the multistream plan would be to generate incremental revenue from higher-use households. Wells admitted that over time such a plan could result in “average subscription price leverage” on the current individual $7.99 monthly fee. Much of Netflix's foreign expansion is funded by domestic subscribers, with hybrid members generating the highest margins.

Indeed, when Netflix last fall intiated a 60% rate hike and attempted to spin off its disc service, it resulted in a major PR snafu and the exodus of nearly 1 million subscribers.

“In general, it’s not to frustrate our consumers,” Well said. “We’re trying to solve a very inelegant [current] solution today. It will also enable more personalization as well.”

http://www.homemediamagazine.com/net...ing-year-27263
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Old 05-16-2012, 02:26 PM   #2
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A third of Netflix's new customers are people who quit the service and signed up again in less than a year.
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Old 05-16-2012, 02:31 PM   #3
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I am not sure I am understanding this correctly - I have streaming only sub @ $7.99 a month and could swear that currently I can stream concurrently to 2 or more different tv's in my house (each from a blu-ray player with netflix built -in). My daughter often watches on one tv in another room while the wife and I watch in our room.
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Old 05-16-2012, 04:09 PM   #4
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“When you want to watch, it knows it is you but not your spouse or your child,” Wells said.
That gives me the chills. A little too invasive for my confort.
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Old 05-16-2012, 06:28 PM   #5
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Originally Posted by jkkyler View Post
I am not sure I am understanding this correctly - I have streaming only sub @ $7.99 a month and could swear that currently I can stream concurrently to 2 or more different tv's in my house (each from a blu-ray player with netflix built -in). My daughter often watches on one tv in another room while the wife and I watch in our room.
Currently Netflix allows two concurrent streams per basic streaming account. But that also limits you to one que and set of preferences and recently watched list.

If you add a multiple DVD or Blu-Ray disc by mail option to the plan you can get more simultaneous active streams.

If you never used more than two active streams you would never notice the issue or the limitation Netflix added last summer IIRC.

Its only larger families with kids that tend to use more than two active streams at one time and would run into the limitation of the basic streaming account when someone with the same account tried to use a third stream at the same time.
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Old 05-16-2012, 06:31 PM   #6
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The CFO didn’t elaborate on the pricing for the multistream subscription, but said it would focus on delivering content and user-interface based on individual viewing habits.

“When you want to watch, it knows it is you but not your spouse or your child,” Wells said. “There’s a much more targeted experience.”
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Originally Posted by bruceames View Post
That gives me the chills. A little too invasive for my confort.
Actually right now they don't know if its your wife or your child or you its just someone who is on your account with your password access.

But it might be worth $5 more a month for families to get additional streams and ques for each kid.
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Old 05-16-2012, 08:26 PM   #7
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Netflix: Disgruntled customers rejoining service

A third of Netflix's new customers are people who quit the service and signed up again in less than a year, says the company's CFO at an investor conference.

by Larry Dignan May 16, 2012 12:51 PM PDT

A Netflix executive said today the company has taken its brand hit for pricing changes last year, but a third of new subscribers are former customers who are rejoining the service.

Speaking at the J.P. Morgan Technology Media and Telecom conference, Netflix CFO David Wells talked about churn, customer satisfaction, and the overall vibe around the company's brand. Wells sounded like a person who thinks the worst is over. Netflix showed improvement in the first quarter, but spooked investors with talk about competition.

Netflix is a few months shy of the first anniversary of its price increases, which went over like a lead balloon with customers.

According to a transcript of his talk, Wells said:

I think we're feeling really good about the brand, the progression that we had from last year. We think there's room to grow, but the improvements in retention and our growth in Q1 and Q2 since Q3 and Q4 of last year make us feel pretty good. Rejoined or folks rejoining the service still remain about a third of our new subscribers that are coming in. So that is an encouraging stat. We think, we've said before that the brand hit will take years to recover from and I think that's still true, with the bulk of the recovery coming in the full year and I think we still feel that way.

Specifically, a customer who rejoins is one who left Netflix a year ago or less. Netflix compares the address and credit card data to match up new customers with former subscribers. Netflix keeps old customer data for about a year.

For Netflix the customer retention game boils down to this: The longer a subscriber sticks around the more likely that person can be kept.

In addition, Wells said Netflix is merchandising better and aiming to burn off "the negative PR swirl around the brand." Wells added that he expects the public relations hit will "dissipate over time."
http://news.cnet.com/8301-1023_3-574...ining-service/
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Old 05-16-2012, 08:37 PM   #8
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On the subject of Netflix changes. They rolled out a new in browser video player today.

Allows re sizing windows and in play pop up browsing of TV show episodes etc.

Click on the links below for screen shots or if like me you have a Netflix steaming account just click play on something to see it in action on the web based version. I use Google Chrome and it looks slick and seems a tad more responsive than the Netflix player I used yesterday.

Quote:
Netflix rolls out updated web player with new control bar and overlays for easier browsing


By Bryan Bishop on May 16, 2012 06:51 pm 25COMMENTS


Netflix has been on an update tear lately, serving up redesigned versions of its Xbox 360 and iPad apps, as well as updating the version for Windows Phone. Now it's time for the web player to get a makeover, with the company rolling out a new look today. The changes start with the new control bar, which proves particularly useful when watching television shows: a pop-up overlay allows you to browse what other episodes are available from Netflix over the live video itself, and you can jump to any version without leaving the screen. Overlays are featured heavily throughout, with a new pause screen displaying program information when the video has been put on hold for a few moments. Even better, live video resizing is supported as well, allowing you to quickly change the size of the playback window without having to worry about rebufferring.


It's not all good news, however, as the new version has some issues when running in Google Chrome on OS X. When first launching the new player, a message pops up suggesting users watch video with either Safari or Firefox instead. GigaOM spoke with a Netflix representative, who stated that the issue stems from Microsoft Silverlight, which powers Netflix's web-based video playback. Not all users will experience problems — playback worked fine for us — so Netflix decided to enable the new player for Chrome and simply display a warning instead. The new changes make the experience of using Netflix on a computer noticeably more enjoyable, and while some of the design cues do bring Hulu to mind at times, when something looks this nice, we have a hard time complaining.
http://www.theverge.com/2012/5/16/30...layer-overlays

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Netflix launches sexy new web-based video player

By Janko Roettgers May. 16, 2012, 1:27pm PT 11 Comments


Netflix just rolled out a completely revamped video player for browser-based viewing, and I gotta say, it’s pretty slick: Not only does it come with lightbox-like text overlays while a video is paused, users can also preview entire seasons of a TV show while they’re watching one episode of the show in full-screen mode. I was told by Netflix that this is currently rolling out across the web.

The only downside of the new player seems to be that there can be some issues with Chrome on Mac OS – a warning screen told me to switch to Safari or Firefox for the best viewing experience. However, a quick test showed that basic playback was working just fine via OS X Chrome. A Netflix spokesperson explained via email: “Chrome on Mac support is a limitation of Microsoft Silverlight, not Netflix. It works on some Macs but not on others, so we allow it and give users a warning.”

Here are some of the biggest changes, complete with screen shots:

see link for screen shots or for those us with Netflix streaming accounts just load up Netflix on your web browser and take a lot at something. I use Google chrome and the new Netflix Interface seems faster in transitions and will re size now and do other cool stuff like let your browse TV show episodes and see previews with a video window open.
http://gigaom.com/video/netflix-laun...-video-player/

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Last edited by Kosty; 05-16-2012 at 08:45 PM..
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Old 05-18-2012, 07:00 AM   #9
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Quote:
Originally Posted by Kosty View Post
Currently Netflix allows two concurrent streams per basic streaming account. But that also limits you to one que and set of preferences and recently watched list.

If you add a multiple DVD or Blu-Ray disc by mail option to the plan you can get more simultaneous active streams.

If you never used more than two active streams you would never notice the issue or the limitation Netflix added last summer IIRC.

Its only larger families with kids that tend to use more than two active streams at one time and would run into the limitation of the basic streaming account when someone with the same account tried to use a third stream at the same time.
That makes sense - I used to have the 'cadillac plan' with 3 discs and blu-ray and then when prices were jacked and the services split I dumped the disc by mail (I want day and date blu-rays not catalog titles) and apparently I have not tried to stream more than 2 at a time. I have often wondered if they would enact a way to allow multiple user queues and or played lists. Seems they found a way - bill you for more accounts. As long as I can still have my 2 streams I will be fine.
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