Netflix now takes 14% of its revenues from its international businesses. Publishing its Q2 results the streaming service said that its international membership grew by 1 million on the quarter to reach 7.1 million.
The company does not split out individual countries, but said the Nordic and UK/Ireland launches in Q4 2012 and Q1 2012 respectively saw an elevated level of new subscribers in each of the territories.
2.03 million subscribers were added in the US domestic market.
Netflix made international losses of $103 million (€79.34 million) with revenues of $43 million. Across the board the company made a loss a loss of $2 million on revenues of $870 million.
The company estimates Q2 losses on its international business of between $65 million and $81 million.
The much-touted reboot of political thriller House of Cards has said to have paid off with the Kevin Spacey drama receiving popular and critical acclaim. “Our decision to launch all episodes at once created enormous media and social buzz, reinforcing our brand attribute of giving consumers complete control over how and when they enjoy their entertainment,” Netflix said. “Some investors worried that the House of Cards fans would take advantage of our free trial, watch the show, and then cancel. However, there was very little free-trial gaming – less than 8,000 people did this – out of millions of free trials in the quarter.
“The launch of House of Cards allowed us to explore new ways to promote significant individual titles to those members who are most inclined to watch without over-promoting to members with different tastes and are pleased with the results”.
Netflix has been testing a new “Profiles” feature that separates the activity of each individual and offer them more personalized results.
Thirteen episodes of thriller Hemlock Grove debuted on April 19 and the much-anticipated fourth season of comedy cult favorite Arrested Development, with all 15 episodes available debuts on May 26.
Netflix said it believed in the value of original series in driving acquisition and retention improvements.