Since announcing increased prices on July 12th, Netflix’s stock has plummeted. The backlash to the decision is much worse than expected, as the company expects to close September down 600,000 U.S. customers from June. This is by far the worst downturn in Netflix’s history, with its only other quarterly customer loss in the last 12 years coming in the spring of 2007. Its stock has fallen nearly 40% since the announcement. In March, Netflix will no longer be able to offer content from Starz Entertainment after talks failed recently, meaning the worst could still be ahead. As the largest U.S. video subscription service, Netflix has a ways to fall, but with poor decisions like these, we could see a new service take dominance in the near future.