It might surprise you to learn that Netflix doesn't own much of the top exclusive content it's putting out right now - but that's all set to change.
The likes of House of Cards, which have brought vital weight, depth, and critical attention to the Netflix library, are actually only rented by the subscription streaming service.
Now Netflix wants to emulate Hollywood studios and rival TV content producer HBO in taking full ownership of its TV shows.
That's what Netflix CEO Reed Hastings told Bloomberg Business in a recent interview.
"We’ve continued to expand our creative role on the shows," Hastings said. "Now we’re taking on ownership and production."
The fact that Netflix didn't actually produce House of Cards (to return to the previous example) is reflected in the fact that past seasons of the show can also be purchased through other outlets.
With Netflix unable to control these further revenue-generating avenues, and with some studios reportedly set to stop selling content to Netflix, the company is taking things into its own hands.
The company will own a large proportion of the shows it launches over the next few years, which could number as many as 40 by 2018.
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One such new show named in the article will be Flaked, a comedy from the makers of Arrested Development and starring Will Arnett.
Of course, ownership involves more risk if the show itself doesn't catch on - but it seems that's a risk Netflix has to take if it's to keep on growing.