Is Netflix losing the battle of the streaming giants?

From time to time, Netflix’s marketing brains like to get a bit cute with the company’s past. ‘Don’t give up on your dreams – we started with DVDs,’ read one recent viral post. But while the streaming giant happily references its most famous transition, it’s much more coy (and probably wisely) when it comes to its latest one.

It isn’t hard to see that 2022 Netflix is a very different beast to the one most of us signed up for. If you joined Netflix during its peak – e.g. somewhere in the long window between House of Cards and Tiger King – you would have likely bought into the idea of it being a one-stop shop for all things streaming. But has it really kept that promise?

Whereas Netflix once aimed to be like Spotify – an infinite vault of all the box sets and films you could possibly want – it now looks much more like a conventional broadcaster.