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NFLX » Topics » Merchandising

These excerpts taken from the NFLX 10-K filed Feb 25, 2009.

Merchandising

We use our proprietary recommendation service along with other data, such as viewing history and inventory levels, to determine which titles are presented to a subscriber. In doing so, we believe we provide our subscribers with a quick and personalized way to find titles they are more likely to enjoy while also effectively managing our inventory utilization. Our merchandising efforts are used throughout our website to determine which titles are displayed to subscribers, including the generation of lists of similar titles. We believe our merchandising efforts create a powerful method for catalog browsing and efficient library utilization.

We also provide our subscribers with detailed information about each title in our library which helps them select movies they will enjoy. This information may include:

 

  •  

factual data, including length, rating, cast and crew, special DVD features and screen formats;

 

  •  

movie trailers and other editorial perspectives, including plot synopses and reviews written by our editors, third parties and by other Netflix subscribers; and

 

  •  

data from our recommendation service, including personal rating, average rating and other similar titles the subscriber may enjoy.

Merchandising

We use our proprietary recommendation service along with other data, such as viewing history and inventory levels, to determine which titles are presented to a subscriber. In doing so, we believe we provide our subscribers with a quick and personalized way to find titles they are more likely to enjoy while also effectively managing our inventory utilization. Our merchandising efforts are used throughout our website to determine which titles are displayed to subscribers, including the generation of lists of similar titles. We believe our merchandising efforts create a powerful method for catalog browsing and efficient library utilization.

We also provide our subscribers with detailed information about each title in our library which helps them select movies they will enjoy. This information may include:

 

  •  

factual data, including length, rating, cast and crew, special DVD features and screen formats;

 

  •  

movie trailers and other editorial perspectives, including plot synopses and reviews written by our editors, third parties and by other Netflix subscribers; and

 

  •  

data from our recommendation service, including personal rating, average rating and other similar titles the subscriber may enjoy.

Merchandising

SIZE="2">We use our proprietary recommendation service along with other data, such as viewing history and inventory levels, to determine which titles are presented to a subscriber. In doing so, we believe we provide our subscribers with a quick and
personalized way to find titles they are more likely to enjoy while also effectively managing our inventory utilization. Our merchandising efforts are used throughout our website to determine which titles are displayed to subscribers, including the
generation of lists of similar titles. We believe our merchandising efforts create a powerful method for catalog browsing and efficient library utilization.

FACE="Times New Roman" SIZE="2">We also provide our subscribers with detailed information about each title in our library which helps them select movies they will enjoy. This information may include:

STYLE="font-size:6px;margin-top:0px;margin-bottom:0px"> 







 • 

factual data, including length, rating, cast and crew, special DVD features and screen formats;

STYLE="font-size:6px;margin-top:0px;margin-bottom:0px"> 







 • 

movie trailers and other editorial perspectives, including plot synopses and reviews written by our editors, third parties and by other Netflix subscribers; and

 







 • 

data from our recommendation service, including personal rating, average rating and other similar titles the subscriber may enjoy.

STYLE="margin-top:18px;margin-bottom:0px">Marketing

We use multiple marketing channels through
which we attract subscribers to our service. Online advertising is an important channel for acquiring subscribers. We advertise our service online through such vehicles as paid

 


4






Table of Contents



search listings, banner ads, text links and permission based e-mails. In addition, we have an affiliate program whereby we make available Web-based banner
ads and other advertisements that third parties may retrieve on a self-assisted basis from our Web site and place on their Web sites. We also engage our consumer electronic partners to generate new subscribers for our service. We also advertise our
service on various regional and national television and radio stations. We use targeted, solo direct mail, shared mail and newspaper print advertising to acquire new subscribers. We also participate in a variety of cooperative advertising programs
with studios under the terms of which we receive cash consideration in exchange for featuring the studios movies in Netflix promotional advertising. We believe that our paid marketing efforts are significantly enhanced by the benefits of
word-of-mouth advertising, our subscriber referrals and our active public relations programs.

Merchandising

SIZE="2">We use our proprietary recommendation service along with other data, such as viewing history and inventory levels, to determine which titles are presented to a subscriber. In doing so, we believe we provide our subscribers with a quick and
personalized way to find titles they are more likely to enjoy while also effectively managing our inventory utilization. Our merchandising efforts are used throughout our website to determine which titles are displayed to subscribers, including the
generation of lists of similar titles. We believe our merchandising efforts create a powerful method for catalog browsing and efficient library utilization.

FACE="Times New Roman" SIZE="2">We also provide our subscribers with detailed information about each title in our library which helps them select movies they will enjoy. This information may include:

STYLE="font-size:6px;margin-top:0px;margin-bottom:0px"> 







 • 

factual data, including length, rating, cast and crew, special DVD features and screen formats;

STYLE="font-size:6px;margin-top:0px;margin-bottom:0px"> 







 • 

movie trailers and other editorial perspectives, including plot synopses and reviews written by our editors, third parties and by other Netflix subscribers; and

 







 • 

data from our recommendation service, including personal rating, average rating and other similar titles the subscriber may enjoy.

STYLE="margin-top:18px;margin-bottom:0px">Marketing

We use multiple marketing channels through
which we attract subscribers to our service. Online advertising is an important channel for acquiring subscribers. We advertise our service online through such vehicles as paid

 


4






Table of Contents



search listings, banner ads, text links and permission based e-mails. In addition, we have an affiliate program whereby we make available Web-based banner
ads and other advertisements that third parties may retrieve on a self-assisted basis from our Web site and place on their Web sites. We also engage our consumer electronic partners to generate new subscribers for our service. We also advertise our
service on various regional and national television and radio stations. We use targeted, solo direct mail, shared mail and newspaper print advertising to acquire new subscribers. We also participate in a variety of cooperative advertising programs
with studios under the terms of which we receive cash consideration in exchange for featuring the studios movies in Netflix promotional advertising. We believe that our paid marketing efforts are significantly enhanced by the benefits of
word-of-mouth advertising, our subscriber referrals and our active public relations programs.

Merchandising

SIZE="2">We use our proprietary recommendation service along with other data, such as viewing history and inventory levels, to determine which titles are presented to a subscriber. In doing so, we believe we provide our subscribers with a quick and
personalized way to find titles they are more likely to enjoy while also effectively managing our inventory utilization. Our merchandising efforts are used throughout our website to determine which titles are displayed to subscribers, including the
generation of lists of similar titles. We believe our merchandising efforts create a powerful method for catalog browsing and efficient library utilization.

FACE="Times New Roman" SIZE="2">We also provide our subscribers with detailed information about each title in our library which helps them select movies they will enjoy. This information may include:

STYLE="font-size:6px;margin-top:0px;margin-bottom:0px"> 







 • 

factual data, including length, rating, cast and crew, special DVD features and screen formats;

STYLE="font-size:6px;margin-top:0px;margin-bottom:0px"> 







 • 

movie trailers and other editorial perspectives, including plot synopses and reviews written by our editors, third parties and by other Netflix subscribers; and

 







 • 

data from our recommendation service, including personal rating, average rating and other similar titles the subscriber may enjoy.

STYLE="margin-top:18px;margin-bottom:0px">Marketing

We use multiple marketing channels through
which we attract subscribers to our service. Online advertising is an important channel for acquiring subscribers. We advertise our service online through such vehicles as paid

 


4






Table of Contents



search listings, banner ads, text links and permission based e-mails. In addition, we have an affiliate program whereby we make available Web-based banner
ads and other advertisements that third parties may retrieve on a self-assisted basis from our Web site and place on their Web sites. We also engage our consumer electronic partners to generate new subscribers for our service. We also advertise our
service on various regional and national television and radio stations. We use targeted, solo direct mail, shared mail and newspaper print advertising to acquire new subscribers. We also participate in a variety of cooperative advertising programs
with studios under the terms of which we receive cash consideration in exchange for featuring the studios movies in Netflix promotional advertising. We believe that our paid marketing efforts are significantly enhanced by the benefits of
word-of-mouth advertising, our subscriber referrals and our active public relations programs.

These excerpts taken from the NFLX 10-K filed Feb 28, 2008.

Merchandising

Our merchandising efforts are based on the personal recommendations generated by our recommendation service. All subscribers and site visitors are given many opportunities to rate titles and, as of December 31, 2007, we have collected approximately 2.0 billion ratings. The ratings from our recommendation service help determine which available titles are displayed to a subscriber and in which order. In doing so, we help our subscribers quickly find titles they are more likely to enjoy. Ratings also help determine which available titles are featured most prominently on our Web site in an effort to increase customer satisfaction and selection activity. Finally, data from our recommendation service is used to generate lists of similar titles. Subscribers often start from a familiar title and use our recommendations tool to find other titles they might enjoy. This is a powerful method for catalog browsing and expanding library utilization.

We also provide our subscribers with detailed information about each title in our library which helps them select movies they will enjoy. This information may include:

 

  •  

factual data, including length, rating, cast and crew, special DVD features and screen formats;

 

  •  

movie trailers and other editorial perspectives, including plot synopses and reviews written by our editors, third parties and by other Netflix subscribers; and

 

  •  

data from our recommendation service, including personal rating, average rating and other similar titles the subscriber may enjoy.

Merchandising

SIZE="2">Our merchandising efforts are based on the personal recommendations generated by our recommendation service. All subscribers and site visitors are given many opportunities to rate titles and, as of December 31, 2007, we have collected
approximately 2.0 billion ratings. The ratings from our recommendation service help determine which available titles are displayed to a subscriber and in which order. In doing so, we help our subscribers quickly find titles they are more likely to
enjoy. Ratings also help determine which available titles are featured most prominently on our Web site in an effort to increase customer satisfaction and selection activity. Finally, data from our recommendation service is used to generate lists of
similar titles. Subscribers often start from a familiar title and use our recommendations tool to find other titles they might enjoy. This is a powerful method for catalog browsing and expanding library utilization.

STYLE="margin-top:12px;margin-bottom:0px; text-indent:4%">We also provide our subscribers with detailed information about each title in our library which helps them select movies they will enjoy. This
information may include:

 







 • 

factual data, including length, rating, cast and crew, special DVD features and screen formats;

STYLE="font-size:6px;margin-top:0px;margin-bottom:0px"> 







 • 

movie trailers and other editorial perspectives, including plot synopses and reviews written by our editors, third parties and by other Netflix subscribers; and

 







 • 

data from our recommendation service, including personal rating, average rating and other similar titles the subscriber may enjoy.

STYLE="margin-top:18px;margin-bottom:0px">Marketing

We use multiple marketing channels through
which we attract subscribers to our service. Online advertising is an important channel for acquiring subscribers. We advertise our service online through paid search listings, banner ads, text on popular Web portals and other Web sites and
permission based e-mails. In addition, we have an affiliate program whereby we make available Web-based banner ads and other advertisements that third parties may retrieve on a self-assisted basis from our Web site and place on their Web sites. We
also advertise our service on various regional and national television and radio stations. We utilize direct mail and print advertising to promote our services in certain consumer packaged goods. We also participate in a variety of cooperative
advertising programs with studios under the terms of which we receive cash consideration in exchange for featuring the studios movies in Netflix promotional advertising. We believe that our paid marketing efforts are significantly enhanced by the
benefits of word-of-mouth advertising, our subscriber referrals and our active public relations programs.

This excerpt taken from the NFLX 10-K filed Feb 28, 2007.

Merchandising

The key to our merchandising efforts is the personal recommendations generated by our recommendation service. All subscribers and site visitors are given many opportunities to rate titles and we have collected approximately 1.7 billion ratings. The ratings from our recommendation service determine which available titles are displayed to a subscriber and in which order. In doing so, we help our subscribers quickly find titles they are more likely to enjoy. Ratings also determine which available titles are featured most prominently on our Web site to increase customer satisfaction and selection activity. Finally, data from our recommendation service is used to generate lists of similar titles as well as the promotional trailers they may see when engaged with our Previews feature. Subscribers often start from a familiar title and use our “Recommendations” link to find other titles they may enjoy. This has proven to be a powerful method for catalog browsing and expanding library utilization.

We also provide our subscribers with detailed information about each title in our library which helps them select movies they will enjoy. This information may include:

 

  •  

factual data, including length, rating, cast and crew, special DVD features and screen formats;

 

  •  

movie trailers and other editorial perspectives, including plot synopses and reviews written by our editors, third parties and by other Netflix subscribers; and

 

  •  

data from our recommendation service, including personal rating, average rating and other similar titles the subscriber may enjoy.

EXCERPTS ON THIS PAGE:

10-K (5 sections)
Feb 25, 2009
10-K (2 sections)
Feb 28, 2008
10-K
Feb 28, 2007

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