InternetRetailer.com - Now playing: Netflix shows how to be new-age web entrepreneur:
Hastings insists that Netflix is not concerned about the number of DVDs it has to ship to subscribers each month, because he figures that large numbers of shipments will lead to more subscribers. "Our brand is about freedom to watch as many movies as you want, freedom from late fees," Hastings says. "For us to continue to succeed, we have to embody that freedom for consumers. The more DVDs our customers watch, the more they enjoy our service, the more they tell their friends about it and the longer they stay on as subscribers."
Two years ago, he notes, the average length of time a customer remained a subscriber was one year. "Now it's about 1-3/4 years," Hastings says. "The longer the better."