An interesting thing about online video subscription services is the way they change the value proposition and the viewing experience. The promise of viewing without interruption from intrusive commercials is appealing for many. We have long said that people will pay to avoid adverts. A pure subscription service can also be very attractive business model, generating predictable, sustainable and scalable revenues. The secret is to offer enough programming for which people are prepared to pay and a sufficient range that makes it appear reasonable value. The real challenge is to persuade enough people to use the service on a regular basis so that they remain loyal subscribers and encourage others to join. As Netflix has shown, that requires a focus on individual members rather than a notional audience.