Being a loyal Netflix customer I want to keep believing in Netflix. Although Netflix will keep spending a significant amount on new content, I see the future of Netflix as eventually merging with another content provider (if the regulators allow this) to pool their resources together and get a larger market share. Another possible avenue is diversification – strengthening its existing gaming service, which will see more games added in 2022 or investing into the future of interactive entertainment, another player for the Metaverse?
However, at the moment it looks like Amazon Prime Video will prevail. Amazon has very deep pockets, so it can keep investing in quality content and existing customers are unlikely to cancel their Prime memberships if they are dissatisfied with the content as there are many benefits to an Amazon membership.