But then how do you find that content? You mention licensing it to services; so how do you differentiate yourself as a service? Right now, the answer is to crea

But then how do you find that content? You mention licensing it to services; so how do you differentiate yourself as a service? Right now, the answer is to create your own exclusive content. There's a risk pooling problem at play here too: if I'm paying $10/mo for Netflix, how do you allocate the money between the content on Netflix? Spotify faces the same problem: top artists demand higher payouts in return for listing their music on the service. The top artists are what bring the listeners in, but as a result it's almost impossible for someone who's not an international star to make any money from Spotify. Video faces the same issue.