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I think they do recognize it by this point. I think the pullback of Starz! was a key sign of this... the content providers were not comfortable handing Netflix

I think they do recognize it by this point. I think the pullback of Starz! was a key sign of this... the content providers were not comfortable handing Netflix so much power. You bring up a good point about Netflix/Hulu going direct to buy their content. I think we are seeing early signs of this, but it has been taking time to gain traction. Some of the early Hulu exclusives such as "If I Can Dream" were epic failures. But there have been successes as well, such as "The LXD".

nl 15y ago
I think they have recognized the power Netflix has, but the withdrawl of Starz was overplaying their hand. That's going to push Netflix down the road of commissioning more shows themselves earlier than they need to. It's also going to encourage other, new content providers to enter the market. The fact that some of Netflix shows failed isn't really relevant - the fact they commssioned them at all is the thing that should have content providers worried.