Stratechery By Ben Thompson·2026-01-22 11:00Core Insights - Netflix is experiencing a significant shift in strategy with the proposed acquisition of Warner Bros., moving away from its traditional "build-not-buy" philosophy, which has raised skepticism among investors [1][2][58] - Engagement metrics have become a focal point for Netflix, with the company emphasizing the importance of understanding different types of engagement to drive revenue growth [9][10][25] - The acquisition of Warner Bros. is seen as a strategic move to enhance Netflix's content library and production capabilities, with expectations of improved subscriber retention and revenue generation [45][52][54] Engagement Metrics - Engagement is now a critical metric for Netflix, with the company acknowledging that its revenue per hour viewed is currently the lowest among streaming competitors, indicating potential for price increases [9][10] - Different types of engagement are recognized, with live events being highlighted as significant for driving buzz and signups, although they currently represent a small fraction of Netflix's total content portfolio [12][18][22] - The company aims to better understand and quantify the value of various engagement types to enhance its business model and drive growth [25][34] Warner Bros. Acquisition - The acquisition is justified by the complementary nature of Warner Bros.' theatrical and production capabilities, which are expected to synergize with Netflix's streaming model [46][50] - Netflix believes that Warner Bros.' existing content library is underexploited and that the company can leverage its global footprint to drive more viewership [51][53] - The deal is projected to be accretive to Netflix's business, with multiple drivers of value including increased subscriber numbers, higher revenue per subscriber, and enhanced advertising opportunities [52][54] Industry Dynamics - The competitive landscape is evolving, with Netflix identifying YouTube as a formidable competitor due to its significant viewer engagement and diverse content offerings [72][74] - The company acknowledges the importance of professional content over user-generated content, emphasizing the rarity of high-level storytelling as a sustainable competitive advantage [76][77] - Netflix's strategy includes adapting to changing market conditions and consumer preferences, which has historically allowed the company to pivot quickly in response to new challenges [66][68]