Netflix, currently projected to end Q3 with about 31...

subscription fee, which he said is roughly half HBO’s retail price, the rapid escalation in personal entertainment media devices, growing penetration of connected TVs, and a diverse content package including “compelling” kids programming and high-quality original programming. Another driver is the business model, he said. Subscribers don’t need to buy into a $75-plus video package, as they do with cable, just to be able to view movies, he said. Greenfield said Netflix earlier this month posted a one-question survey on its website before leading subscribers to the home screen, asking them how likely they were to recommend Netflix. Greenfield called that an “incredibly important question” and one he hopes will be answered on the company’s next earnings call. Meanwhile, when we accessed the website Monday, Netflix wanted to know “who’s watching” as part of an exercise designed to tailor content to each household member. That information, too, would be useful to a company that wanted to learn how many viewers tap into a single account. Queries to Netflix about plans for a tiered pricing plan based on number of users or a possible pricing change weren’t answered by our deadline. In a subsequent post Monday, Greenfield reviewed Netflix’s recently updated Long Term View on its website where it made subtle changes to company positioning. Netflix added a statement about original programming and its ability to help “retention and acquisition of members in a way that previously seen series do not,” which Greenfield saw as a positive for churn and subscription growth. The Netflix statement also reworded language about spending on original programming, changing it from “less than 10 percent” to only saying the company will “steadily grow our original content spending.” That, Greenfield said, “could be read negatively for those licensing content to Netflix."