The former movies-by-mail company, now a streaming-media mammoth, is rapidly shifting focus away from subscriber growth (at about 51 million paying customers, the U.S. market is nearly maxed out for Netflix) and toward revenue and margin expansion on top of its global footprint. At the same time, Netflix, based in Los Gatos, Calif., is spending large sums on developing original content—$7 billion is earmarked for 2018—to mitigate a decline in licensed media. So far, so good: In its third quarter, Netflix grew sales by 30% over 2016.
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