The mistake Netflix made was adding in streaming to its DVDs-by-mail brand in the first place. Had they launched Qwikster instead of adding Instant to Netflix,

The mistake Netflix made was adding in streaming to its DVDs-by-mail brand in the first place. Had they launched Qwikster instead of adding Instant to Netflix, Qwikster would almost certainly be a strong brand today, probably the leading streaming movie brand. If you doubt this, take a look at Hulu. Hulu's a strong streaming TV brand because of its content deals; it didn't need to tack on the names of its industry sponsors to become the place to go for streaming TV. Now Netflix is saddled with trying to be two things at once. Just because one company is trying to do two things doesn't mean it needs to stuff them both into a single brand.