Netflix CEO Reed Hastings posted his version of a mea culpa on the company’s blog early this morning pulling the plug on dividing up online video streaming and DVD-by-mail rentals:
It is clear that for many of our members two websites would make things more difficult, so we are going to keep Netflix as one place to go for streaming and DVDs.
This means no change: one website, one account, one password… in other words, no Qwikster.
While the July price change was necessary, we are now done with price changes.
We’re constantly improving our streaming selection. We’ve recently added hundreds of movies from Paramount, Sony, Universal, Fox, Warner Bros., Lionsgate, MGM and Miramax. Plus, in the last couple of weeks alone, we’ve added over 3,500 TV episodes from ABC, NBC, FOX, CBS, USA, E!, Nickelodeon, Disney Channel, ABC Family, Discovery Channel, TLC, SyFy, A&E, History, and PBS.
We value our members, and we are committed to making Netflix the best place to get movies & TV shows.
Hastings doesn’t come out and directly say his decision to split streaming and DVD rentals was a mistake, but the intended audience for his short blog post is clear — the tens of thousands of customers upset about the company’s recent price and plan changes. Many have complained Netflix lacks current movie titles available for streaming, and news reports indicate the company is on the verge of losing a key supplier of the current content Netflix does have — Starz.
But Hastings has not pulled back completely from the idea of dividing the streaming and movie rental services Netflix offers. In a news release read by investors, Hastings said the problem wasn’t that Netflix sought to separate the services, it was that they tried too fast.
“Consumers value the simplicity Netflix has always offered and we respect that,” said Hastings. “There is a difference between moving quickly – which Netflix has done very well for years – and moving too fast, which is what we did in this case.”