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Viewing report
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Gauging Consumer Reaction to Netflix's New Pricing Strategy - A Primary Research Perspective
The Diffusion Group, Oct 2011, Pages: 22
Since Netflix first announced its new pricing scheme on July 13, 2011, there has been vast speculation about how Netflix subscribers—in particular dual-service users—would respond to this aggressive move. TDG fielded a targeted study of 500 dual-service Netflix subscribers—that is, those that used both the DVD-by-mail and streaming services—as to their perceptions and likely “next steps” given the price increase they now face.
This brief report reveals the consumer reaction and possible ramifications for Netflix in the coming months.
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