Netflix cancels members who stopped watching

<0.5%of members were affected, according to Netflix.

“At Netflix, the last thing we want is people paying for something they’re not using.”
Eddy Wu, Product Innovation, Netflix

Part 1 of 3

What they did.

If you haven't watched anything for a year after joining, or for two years at any point, Netflix asks whether you want to keep your membership. No answer means no more charges. Rejoin within 10 months and your profiles and settings are still there.

Part 2 of 3

Why it works.

Best practice · 2 min readA newsletter that unsubscribes you.Kevin Rose removed every subscriber who had not opened his last four…Subscriptions run on inertia: most of them earn money from people doing nothing. Netflix gave up a sliver of revenue, less than half of one percent of its members, and bought trust in return.

Part 3 of 3

Try it yourself.

Reflection · 4 min read38° view, not 360° view.Everybody wants a 360° view of the customer.Use what you know about a customer to do less, not more. Fewer emails because you know what they don't want. Less retargeting because they already bought.

send less, because you know more

Try this

Use what you know about a customer to do less, not more.

Source: Netflix. Quote: Eddy Wu, Product Innovation, Netflix.

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Netflix cancels members who stopped watching.

What they did.

Why it works.

Try it yourself.

Tried it, or thinking about it?

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