Netflix has purchased the domain name DVD.com as part of a plan to improve user experience for its DVD-only customers.
The purchase was first spotted by Domain Name Wire, and Netflix later confirmed it to TechCrunch, saying, "In the U.S. we look to provide a great experience for our members, those who have DVD only, streaming only and those who have both."
Despite the new domain name -- which is currently redirecting to dvd.netflix.com -- the company says it has no plans for a second try at spinning its DVD service off into a separate business from streaming after the failure of Qwikster last year.
It does make sense for the company to give some special attention to its DVD subscribers, though. In Q4 2011, the company's 11.1 million DVD subscribers generated revenues of $370 million, compared to $476 from 21.6 million streaming subscribers.