They were in front on dvds, they were in front on streaming, they were in front on developing new content, and they're in front on international efforts. They also spend far, far more on new content than anyone else.

They gave us Stranger Things, they signed deals with Cuaron and Scorcese, etc., nailed the zeitgeist with Queen's Gambit, etc. Prime has some good stuff but not as much and doesn't market it as well. Apple is way behind. Hulu is weak. Disney has family stuff but nothing like Queens Gambit or Lupin or Irishman or Roma or any of countless Netflix shows.