NetFlix 2009 Annual Report Download - page 33

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(4) Subscriber acquisition cost is defined as total marketing expenses divided by total gross subscriber additions
during the period.
(5) Certain amounts as of December 31, 2008 have been reclassified to conform to the current period
presentation.
Item 7. Management’s Discussion and Analysis of Financial Condition and Results of Operations
Overview
Our Business
With more than 12 million subscribers, we are the world’s largest subscription service streaming movies and
TV episodes over the Internet and sending DVDs by mail. Our subscribers can instantly watch unlimited movies
and TV episodes streamed to their TVs and computers and can receive DVDs delivered quickly to their homes.
We offer a variety of subscription plans, with no due dates, no late fees, no shipping fees and no pay-per-view
fees. Aided by our proprietary recommendation and merchandising technology, subscribers can select from a
growing library of titles that can be watched instantly and a vast array of titles on DVD. On average,
approximately 2 million discs are shipped daily from our distribution centers across the United States.
Additionally, more than 48% of our subscribers instantly watched more than 15 minutes of streaming content in
the fourth quarter of 2009.
Subscribers can:
• Watch streaming content without commercial interruption on their computers and TVs. The viewing
experience is enabled by Netflix controlled software that can run on a variety of consumer electronics
devices (“Netflix Ready Devices”). These Netflix Ready Devices currently include Blu-ray disc players,
Internet-connected TVs, digital video players and game consoles.
• Receive DVDs by U.S. mail and return them to us at their convenience using our prepaid mailers. After a
DVD has been returned, we mail the next available DVD in a subscriber’s queue.
Our core strategy is to grow a large subscription business consisting of streaming and DVD-by–mail
content. By combining streaming and DVD as part of the Netflix subscription, we are able to offer subscribers a
uniquely compelling selection of movies for one low monthly price. We believe this creates a competitive
advantage as compared to a streaming only subscription service. This advantage will diminish over time as more
content becomes available over the Internet from competing services, by which time we expect to have further
developed our other advantages such as brand, distribution and our proprietary merchandising platform. Despite
the growing popularity of Internet delivered content, we expect that the standard definition DVD, along with its
high definition successor, Blu-ray (collectively referred to as “DVD”), will continue to be the primary means by
which a majority of Netflix subscribers view content for the foreseeable future. However, at some point in the
future, we expect that Internet delivery of content to the home will surpass DVD as the primary means by which
most Netflix subscribers view content.
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