A bunch of streaming services while they haven't gone under or so on profitable that they are licensing out content again and Netflix has been able to pick up a ton of shows and movies.
I dunno, personally I don't have the patience to keep up with who has the rights to what. If I want to watch something new and it ain't on one of the services we subscribe to (which presently is Amazon Prime, Disney+ and Hulu), step #2 is hitting the high seas. If I want to re-watch something old, well, that's already on my media server through Kodi. The last time my partner complained that we didn't have Netflix was when there was some Taylor Swift exclusive thing on there, which I promptly just downloaded and dumped on Kodi, because who wants to deal with the hassle of subscribing and cancelling just to watch a single special?
My guess is that Netflix is probably just picking up subs from their password sharing crackdown, and IIRC they recently raised their prices too. That's probably where the extra money is coming from. A lot of people also just put on whatever random crap the service recommends just as background noise. My father is one of those people, he lives out in BFE and subscribed to Starlink just so he could get Netflix and then complain about how bad the shows are. #retiredboomerproblems