Blockbuster Online Passes 2 Million Subscribers

Blockbuster's attempt to lure new subscribers to its online service through its "Total Access" program seems to be working, as the company finished the year with about 2.2 million subscribers, of which two million were paying accounts. Blockbuster Online says it signed up 500,000 paid subscribers during the quarter, more in line with the average net adds of its competitor Netflix.

Company chairman Jon Antioco credits the new option where Blockbuster Online subscribers are able to return and rent movies in store with a large part of the service's newfound success. "We believe this compelling and unique offering will make blockbuster.com the fastest growing online DVD rental service in 2007," he said in a statement. Netflix has yet to announce new subscriber numbers.