Netflix Subs Falling Short Of Expectations After It Split Streaming And DVD Rentals

Netflix shares could take a hit today: The company says this morning in a letter to shareholders that domestic subscriptions aren’t holding up as well as it anticipated in July after it announced that it would sell digital streaming and DVD rentals separately — raising the price of the combined service by 60%. Netflix says its 3Q report likely will show that it has 21.8M streaming customers, below the 22M it forecast in late July. And DVD-only rentals are way off: It now expects 2.2M subs vs 3M it anticipated. About 12M pay for both services, same as the July forecast. The company says: “We know our decision to split our services has upset many of our subscribers, which we don’t take lightly, but we believe this split will help us to make our services better for subscribers and shareholders for years to come.”

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