• Marketing Week, Tuesday, April 22, 2014 7:50 AM

Netflix's 24% increase in subscriber revenue year-on-year owes a lot to a shift from free trials and other direct marketing calls to action to a new strategy focussing on promoting its content. CEO Reed Hastings reveals that the company has conducted trials that showed it did not need to rely as heavily on offers. Instead it has gone to market with a message about the quality of its content, including the new series "House Of Cards." Latest results show the company increased marketing spend in the previous year by 15% to $137m.

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