Netflix, a leading Internet subscription service for movies and TV shows, says it will not rename its DVD-by-mail service and its U.S. members will continue to go to the Netflix website for both unlimited streaming and unlimited DVDs. It was stated Monday, Oct. 10.

The company had said in a September 18 blog post that its DVD-by-mail service would operate at Instead, U.S. members will continue to use one website, one account and one password for their movie and TV watching requirements under the Netflix brand, the company clarifies.

In July, the company said it is separating its unlimited streaming and unlimited DVD plans in the U.S. to better reflect the costs of each and to give members a choice: a streaming-only plan, a DVD-only plan or the option to subscribe to both. (Read: Netflix to Offer New Unlimited DVD Plans)

But this move boomeranged when consumers protested that Netflix options will be more expensive for them and they threatened to stop their subscriptions with the company.

To pacify the angry customers, Netflix announced Qwikster for DVDs. But now it has realized that Qwikster will make things more complex for the buyers.

Earlier, to take advantage of the confusion, rival Blockbuster tried to poach Netflix customers by launching a limited-time promotion for latter’s customers who switch to Blockbuster Total Access plan. (Read: Blockbuster Attacks Netflix to Rope in Buyers)

“Consumers value the simplicity Netflix has always offered and we respect that,” said Netflix co-founder and CEO Reed 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.”

Netflix informed its U.S. members in personal emails and a post on the Netflix Blog on



About Rakesh Raman

Have extensive editorial, content management, and integrated communications experience and have worked as a senior tech journalist, analyst, and columnist with different newspapers, magazines, and Web/online properties in India.

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