Enders Analysis was quoted in an article on the expensive competition for entertainment content. In the past 12 months, Netflix has spent $8.5 billion on programming for its subscription video-on-demand service. With consumers increasingly watching movies and television via on-demand streaming, the Netflix subscription model is gaining on traditional models of advertising-funded viewing. As a result, Netflix and other streaming services have proved themselves nimbler and more willing to take risks than Hollywood studios. They also have several advantages over traditional television incumbents, not least the fact that in the UK they are not bound by regulations such as the 9pm watershed (only a quarter of Netflix’s original content would be allowed before the UK watershed). They also have such deep pockets that the team at Enders Analysis believes it is doubtful whether in a decade’s time Britain’s public service broadcasters will still be able to compete.