activities increased by $41.0 million or 14.4% during the year ended December 31, 2009 as compared to the year ended December 31, 2008 primarily due to an increase in subscription revenues of $305.6 million resulting from a 26.6% increase in the average number of paying subscribers. This increase in subscription revenues was partially offset by an increase in spending for content acquisition and licensing other than DVD library of $67.7 million. This increase was coupled with increased content delivery expenses of $101.7 million primarily resulting from an 18.6% increase in the number of DVDs mailed to paying subscribers and higher costs associated with our use of third-party delivery networks to deliver streaming content, increased promotional advertising activities and expenses related to our affiliates and consumer electronic partners totaling $32.9 million, increased payroll expenses of $27.3 million due to a 25% increase in employees, increased fulfillment expenses of $20.7 million, and increased current tax provision of $27.9 million.

Investing Activities

Cash used in investing activities during the year ended December 31, 2010 decreased $130.0 million as compared to the year ended December 31, 2009 primarily due to a $120.6 million decrease in the purchases of available-for-sale securities and a $69.1 million decrease in acquisitions of DVD content library, as more DVDs were obtained through revenue sharing arrangements. In addition, purchases of property and equipment decreased by $12.1 million, as a significant amount of payments for automation equipment for our various shipping centers were made in 2009. This decrease was partially offset by a $65.7 million decrease in proceeds from the sales and maturities of available-for-sale securities.

Cash used in investing activities during the year ended December 31, 2009 increased $101.1 million as compared to the year ended December 31, 2008 primarily due to a $105.0 million decrease in the proceeds from the sales and maturities of available-for-sale securities partially offset by a decrease in the purchases of available-for-sale securities of $29.0 million. In addition, acquisitions of DVDs increased by $30.2 million.

Financing Activities

Cash used in financing activities during the year ended December 31, 2010 increased $15.4 million as compared to the year ended December 31, 2009 primarily due to the $193.9 million net proceeds received from the issuance of our 8.50% senior notes in 2009. This decrease was partially offset by a $114.1 million decrease in repurchases of our common stock coupled with a $49.5 million increase in the excess tax benefits from stock-based compensation and a $14.5 million increase in proceeds from the issuance of common stock.

Cash used in financing activities during the year ended December 31, 2009 decreased by $92.0 million as compared to 2008 primarily due to the $193.9 million net proceeds received from the issuance of our 8.50% senior notes and a $16.4 million increase in proceeds received from the issuance of common stock. In addition, the excess tax benefits from stock-based compensation increased by $7.5 million in 2009. These cash inflows were