Netflix is a perfect example of penetration pricing well executed. In 2000, Netflix users could rent four movies at a time with no return deadline for a $15.95 subscription. This made it possible to rent a DVD for $1 or less, while Blockbuster charged about $4.99 for a single three-day rental. Netflix's penetration pricing strategy radically disrupted the movie rental market. The company's steadfast commitment to delivering value helped it gain and retain considerable market share, not to mention topple a major competitor.