The percentage of subscribers who watched instantly more than 15 minutes of a TV episode or movie in the third quarter of 2010 was 66 percent compared to 41 percent for the same period of 2009 and 61 percent for the second quarter of 2010. In the fourth quarter, a majority of Netflix subscribers will watch more content streamed from Netflix than delivered on DVD, the company believes.
As with other metrics about video entertainment, observers will ask what it means. Some will say Netflix streaming now represents an alternative to cable TV, for example, while others will maintain it is supplemental viewing that more likely displaces purchases of HBO subscriptions, for example.
What virtually nobody will be able to contest is the fact that Netflix has made a successful transition from a supplier of DVD by mail services to a provider of streaming movie content.
Netflix ended the third quarter of 2010 with approximately 16,933,000 total subscribers, representing 52 percent year-over-year growth from 11,109,000 total subscribers at the end of the third quarter of 2009 and 13 percent sequential growth from 15,001,000 subscribers at the end of the second quarter of 2010.
The net subscriber change in the quarter was an increase of 1,932,000 compared to an increase of 510,000 for the same period of 2009 and an increase of 1,034,000 for the second quarter of 2010.
Gross subscriber additions for the quarter totaled 4,101,000, representing 88 percent year-over-year growth from 2,180,000 gross subscriber additions in the third quarter of 2009 and 34 percent quarter-over-quarter increase from 3,059,000 gross subscriber additions in the second quarter of 2010.
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