Netflix is no longer competing only with other streaming platforms-it is now vying for viewer attention against digital giants like YouTube and Instagram. This shift was highlighted by Netflix co-CEO Ted Sarandos during a recent earnings call and investor discussion, where he spoke about the company’s evolving competitive landscape amid its acquisition bid for Warner Bros. Discovery.

Sarandos noted that platforms such as YouTube have significantly transformed over the years. What once began as a hub for user-generated clips has grown into a destination for feature-length content, live sports, award shows, and major global events. This evolution, he explained, has fundamentally changed how audiences consume entertainment and allocate their screen time. “YouTube is not just user-generated content and cat videos anymore,” Sarandos remarked, underlining the platform’s expanding role in mainstream entertainment.

He also pointed to Instagram and other technology-driven platforms that are increasingly investing in video-first formats, further intensifying competition for attention, engagement, and advertising revenue. According to Sarandos, the modern entertainment battle is no longer confined to traditional television or streaming services-it now includes social media platforms that command massive daily user engagement.

These comments come at a critical time for Netflix, which has reportedly revised its offer for Warner Bros. Discovery to an all-cash bid valued at approximately $82.7 billion. The move is seen as a strategic effort to strengthen Netflix’s position amid rising competition and to stand out against other potential bidders.

Sarandos’s remarks signal a broader industry reality: the fight for audiences is expanding rapidly. For Netflix, staying competitive now means not only producing compelling content but also navigating a crowded digital ecosystem where social and video-first platforms play an increasingly influential role.