As episodic TV rose in importance, “movies” was thought of as a catchall term for “entertainment” as far as the brand position was concerned. Our lead marketing message, however, did change to, “Instantly watch unlimited TV episodes & movies for only $7.99 a month”. Side note: the placement of the “TV episodes” in the sentence was purposeful. As we transitioned from DVD to streaming, people still thought of Netflix as only having movies. When “movies” was first in the sentence, they would essentially stop reading. So to get the news across we placed “TV episodes” up front and it worked.