Netflix has announced that it will begin operating in The Netherlands later this year, further expanding its European footprint. The Netherlands, Netflix’s seventh European country, is a relatively small market for the streaming video service, but in keeping with Netflix’s more cautious approach to moving into new countries after its aggressive international expansion last year lost money.
After breaking into several international markets, including the UK, Ireland, Norway, Denmark, Sweden and Finland, in 2012, Netflix said in January that it would dramatically decrease the rate of its overseas expansion in 2013. During the past six months, Netflix has not launched in any new countries.
In its first-quarter earnings report this April, Netflix said that it expects a profit of up to $149 million from its U.S. streaming business in the second quarter, but losses of up to $81 million from its international streaming in 40 countries. The company’s U.S. business is also given a boost by its DVD-by-mail segment, which will contribute additional profits of up to $112 million.