In 2017, to a question on who is Netflix’s biggest competitor, its CEO Reed Hastings gave a reply that defined the company’s ambition: “You know, think about it, when you watch a show from Netflix and you get addicted to it, you stay up late at night — we’re competing with sleep, on the margin.” From that day onwards, buying into the immense potential that the OTT leader promised, journalists and analysts stopped comparing the company with the likes of HBO, Amazon and any other entertainment platform that was considered its competition.