Netflix the once dominant leader in CTV is quickly losing share. A quick history lesson here may help to explain why.

Netflix innovated in the movie rentals business by disinter-mediating Blockbuster years ago by mailing CDs to users. They moved to a digital model and quickly took the ownership position when companies like Fox, NBC, Paramount, Disney and others had either nascent or non-existent streaming businesses by taking the libraries of these programmers and studios to market.