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Netflix's Director of Product Management, Jamie Odell, announced on their blog, that the company will concentrate on offering members titles that are available to watch instantly. This is achieved by removing the "Add to DVD Queue" option from streaming devices. This change will not impact the Netflix website, where most members manage their DVD Queues.
Netflix launched in November an streaming-only proposition, and the internationalization to Canada and the exploration for other international markets in 2011. CEO Reed Hastings said during the Q3 earning calls, that it will focus its efforts on building the streaming side of Netflix's business. Netflix had 17 million subscribers in Q3, some 66 percent of whom watched at least 15 minutes of streaming video from Netflix during the quarter.