By Harry McCracken | Monday, October 24, 2011 at 3:54 pm
Netflix has announced its third-quarter results, and one stat stands out:
800,000 customers left the service its user base shrunk by 800,000 customers overall. Netflix says the defectors were mostly folks disgruntled over its abrupt price hike back in July, not ones rattled by its short-lived plan to split off DVD rentals into a stand-alone service called Qwikster.
At some point, all the unhappy Netflix campers will leave, and I still think that the company is going to a good place with its streaming service. At the moment, though, it needs to repair its reputation. It needs to prove that it cares about its customers and isn’t going to spring any more bizarre surprises on them. It needs to show that it has an adequate degree of self-awareness. It just needs to be normal for a while.