eDataSource: Netflix sub numbers off in July

There's still more data coming in to indicate that, as expected by even its company executives, Netflix (Nasdaq: NFLX) took a subscriber hit in July, probably thanks to the London Summer Olympics.

The latest to join the chorus is eDataSource which released a report that showed the Netflix "rate of subscriber acquisition grew from May to June, but declined from June to July," a news release said. Concurrently, the rate of cancellations declined from May to June but increased from June to July.

"The previous 12 months at Netflix have been tumultuous to say the least and there is continued interest in tracking the health of the leader in this space," John Latona, head of eDataSource's ecommerce intelligence service said in the news release, noting that this atmosphere led the analyst firm to dedicate "the second in our series of reports to covering Netflix."

The first eDataSource report covered Amazon.com's (Nasdaq: AMZN) retail performance and "has been well received," he added, noting that reports about the online performance of "a wide variety of other companies" will be released in the coming months.

The 15-page Netflix Insight Report comes from eDataSource's "unique commerce intelligence service which analyzes online purchase confirmations," the news release added. It includes data on subscriber join and cancel rates; indexed overall growth of subscribers per month; conversion rate among subscribers to free trial acquisition plans; types of plans subscribers choose; subscriber switching trends; top DVD rentals; and Netflix's social media performance on Facebook and Twitter.

The eDataSource report, incidentally, focused only on U.S. subscribers--an admittedly turbulent space--and did not take into account the online video purveyor's gains in international markets and movement still further into the worldwide space. The Olympics were supposed to have a greater impact on the U.S. market, because more Americans were expected to watch the variety of online and broadcast content than other nations where Netflix operates.

For more:
- see this news release

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