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Netflix Testing New Way to Improve Subscriber Satisfaction

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Apr. 24 2019, Published 2:49 p.m. ET

Company to release weekly list of popular content

In an apparent attempt to improve customer satisfaction with its service, reduce churn levels, and ultimately grow its customer base further, Netflix (NFLX) is planning to try something new this quarter. This quarter, the company will begin publishing weekly top-ten lists of the most popular content on its platform, starting with Britain.

Netflix’s weekly list will cover various programming categories. The test will let Netflix determine whether showing its customers trending content on its platform makes it easier for them to choose what they want to watch. If the test is successful, it would help in improving the viewing experience for Netflix subscribers and could make them more loyal to the service.

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Netflix serves 9.8 million customers in Britain

Netflix said in its investor letter this month that it will monitor the progress of the test for a few months after which it will decide to expand or cancel the publication of weekly lists of popular content.

Netflix doesn’t currently disclose its subscriber base by country, but Ampere Analysis’s data, cited by the Guardian, show that Netflix exited 2018 with 9.8 million subscribers in Britain. This figure places it ahead of Comcast’s (CMCSA) Sky satellite television service, which was estimated to be in 9.6 million households by the end of 2018.

Netflix looking to improve subscriber retention

With Apple and Walt Disney (DIS) gearing up to enter the subscription video market and AT&T (T) and Amazon (AMZN) expanding in this space, there is pressure on Netflix to find new ways to improve its customer retention.

Netflix expects its revenue to increase 26.1% year-over-year to $4.9 billion in the current quarter, which ends in June.

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