Brand Fail: Qwikster by Netflix


My wife mentioned that she received an email from Netflix this morning announcing some sort of name change. I did a bit of research, and I saw that the company is spinning off its DVD shipping service into a separate company called Qwikster.

According to the Netflix blog, “Qwikster” is sort of a play on words. “We chose the name Qwikster because it refers to quick delivery,” said Reed Hastings, Co-Founder and CEO of Netflix.  Luckily for Netflix,  was available for the company to acquire, and they did so via Sedo (according to  Whois records  indicating Sedo’s transfer service had possession of it in June).

I am surprised by the name Netflix chose because it’s confusing. In fact, when I first heard the news, I did a Whois search for to see when Netflix bought it, and that domain name is parked.  Not only is the beginning of the name different (Qw vs. Qu), but the middle is as well (ik vs. ick).

Both and are owned by different entities – one is registered by a company called Brand Certified and the other is registered by DNStination, so perhaps these domain names are owned by entities on behalf of Netflix.

I would hope so anyway, because it seems that even Google is confused.

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn


  1. We chose the name Qwikster because it refers to quick delivery,” said Reed Hastings, Co-Founder and CEO of Netflix.

    Really Mr. Hastings? I don’t dion’t about the rest of you, but Qwikster (a word I just heard for the first time today) does not make me automatically think of deliveries, let alone quick ones.

    This is a pretty bad name with an equally pretty bad justification

  2. The choice of name doesn’t surprise me at all. Marketing departments at large orps often refuse to look outward for advice and feedback. Doing thorough analysis before choosing a name puts them outside their comfort zone.
    In this case, why should they. They are public, have other people’s money to make poor decisions until the day of reckoning comes.
    Raising their rental prices was obviously not a good idea and the stock has been body slammed for it.

  3. Even funnier, Qwikster on twitter is a foul-mouthed pot smoking punk:!/qwikster

    Stupid name because it’s impossible to spell. Read any thread about it, and it’s spelled Quickster, Quikster, Qwickster, etc. Are they planning to buy all the misspelled domains too?

    It immediately makes me think of Quikmart, or Quik-E-Mart, or any of those grotty convenience stores in the low rent parts of town.

  4. The whois on and show both are owned by netflix.

    This is an awful brand IMO. It has nothing to do with movies and fails the radio test.

    I think a company with this type of budget could do much better.


  5. Don’t know why they are trying to destroy the DVD division. Let say it is the absolute right thing to do for them to survive, isn’t there a better way to retire your service than to piss off long time loyal customer like me who do stream but also enjoy piping a DVD into the DVD player.

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