There seem to be two things at play: 1. The current economic situation is causing a lot of investors to tighten screws and demand profitability where they had

There seem to be two things at play: 1. The current economic situation is causing a lot of investors to tighten screws and demand profitability where they had previously been fine with just seeking growth because it becomes clearer that fewer investors are willing to participate in the next round of hot potato in the hopes of catching a unicorn. 2. Investors generally seek growth and at some point you've hit the physical limits by having caught nearly every customer you can and the only way to drive up those numbers is by upselling to the same people which often means kneecapping user experience to help upselling on the cure (e.g. Amazon Prime Video "channels" as extra subscriptions on top of the Prime Video ad-free subscription on top of the buy/rent for individual movies and shows on top of the Amazon Prime subscription that also includes access to Prime Video itself). With streaming services specifically there's also the effect where Netflix itself ended up figuring out its niche's business model only to have every IP owning distribution studio try to copy it and become its competition, removing their IP from it (and any additional IP they can get exclusive licenses for) and locking it behind their own subscription model to cut out the middleman even if for the customer this means having to sign up to at least five different platforms if you want to watch every episode of the Pokemon animated series (for some reason). This is obviously enshittification for the customer and would still be so even if the individual streaming services all used the same exact pricing and business model as Netflix did a few years ago (before the price hikes, ads and measures against account sharing) - although it could be described as a monopoly being replaced by a market (which we're normally told should be a good thing).