updated 02:30 pm EDT, Fri March 30, 2012
Netflix buys DVD domain to keep DVD alive
Netflix confirmed Friday that it had bought the domain DVD.com. Using frequent anonymous domain registrar MarkMonitor, it now has the easy-to-remember web address automatically redirecting to dvd.netflix.com. The domain deal was described unusually by a spokesperson talking to Domain News Wire as helping to preserve the roughly 15-year-old disc format.
"Netflix cares about keeping DVD healthy, and this is just one small investment in keeping DVD healthy," the representative said.
The statement comes just as Netflix has come to lean primarily on streaming video and has even taken steps that divide DVD and Internet viewers. In the past few days, subscribers who adopt streaming- or DVD-only plans have lost the ability to see content from the other service. While it clears up possible confusion and doesn't apply to those who have the combo plan, it reduces the incentive for streaming users to add a DVD plan.
Ever since its brief attempt to split off its DVD business as Qwikster, Netflix has been more cautious about shedding disc-based video entirely. The company still anticipates discs eventually becoming non-factors in its revenue flow.