Online video service Netflix surpassed 50 million members during the second quarter, with the number including free trial memberships. Netflix's adoption of original programming has greatly helped the company - despite an arm and a leg cost - as it draws in new viewers.
Around 75 percent of Netflix subscribers reside in the United States, but company officials hope to promote wider international adoption. Netflix is already available in 40 different countries, and will expand in Europe this September, reaching Germany, France, Belgium, Luxembourg, Switzerland and Austria.
"There is growing demand, for control and for the consumer to be able to click and watch what they want, and so that is why we are stepping up on the international expansion," said Reed Hastings, Netflix CEO, during a recent conference call. "We really see that this is an enormous moment in history as on-demand Internet services are coming to the fore around the world."