Just as Netflix was beginning to recover somewhat from its July consumer perception hammering in response to its announced price changes, the brand was hit hard again this week after it announced it was splitting off its DVD business.
The consumer response was immediate and largely negative. Most of the perception gains that Netflix clawed back during the last eight weeks since the controversial mid-July pricing announcement have been lost in just one day since the new announcement.
Netflix’s perception has dived back into negative consumer perception territory for the second time in its history.
Netflix’s consumer perception was measured with YouGov BrandIndex’s Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"
Last Friday, Netflix had a 17.9 Buzz Score. By Monday, it had dropped to -4. In July, Netflix fell from 39.1 on July 12th to a bottoming out of -14.1 six days later. The highest score the brand received since that low point was 20.2 on August 30th, half of what they were tracking at before the price change announcement.
