Netflix’s Subscriber Acquisition Costs

Earnings: New Subscribers Boost Netflix’s Profits By 48 Percent | paidContent.

Paid content does  a nice job of breaking down the EPS, earnings, and revenues.

Here’s some more data pulled from their filings on subscriber acquisition costs:

As of / Three Months Ended
September 30,
June 30,
September 30,


4.4 % 4.5 % 4.2 %

Subscriber acquisition cost

$ 26.86 $ 23.88 $ 32.21

Subscriber acquisition cost is defined as the total marketing expense, which includes stock-based compensation for marketing personnel, on the Company’s Consolidated Statements of Operations divided by total gross subscriber additions during the quarter.