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Netflix is the king of online streaming, using more global bandwidth than cat videos and piracy combined.
According to Sandvine, at peak times it's using 37% of America's peak-time internet bandwidth, compared to just 4% for Bittorrent. It's becoming a big deal elsewhere too, accounting for a huge amount of Europe's downstream traffic.
That means it's bigger than everything: bigger than YouTube, bigger than The Pirate Bay, and much bigger than any other streaming video service, including Amazon Prime Instant Video.
It's got some 65 million subscribers across sixty countries around the world. By the end of 2016 it plans to be in 200 countries.
There is another reason for having discrete profiles and that's because Netflix's recommendation algorithm will learn your preferences in terms of what you watch. It will then be able to tailor what it places highest on the home screen more towards the sort of content it thinks you prefer.
Netflix was also the pioneer of binge-watching, partly thanks to its habit of putting its own shows live in their entirety as soon as they arrive on the service, but also because as soon as an episode of a show finishes the next one is ready to play in a matter of seconds.
You don't have to do anything but sit back and let the entertainment flood in.
Netflix, like Amazon, is going to a huge amount of effort to create its own TV shows and has also recently started making the move into movies too, with Beasts of No Nation.
It has also struck a major deal with Marvel to create its TV version of the Marvel Universe - making discrete shows like Daredevil and Jessica Jones, as well as the upcoming Iron Fist and Luke Cage, before they combine in The Defenders ensemble.
Disney has also been courted by Netflix, striking a deal which means all the new Star Wars films (bar The Force Awakens) will stream globally on Netflix first.
On the technological side Netflix's dynamically-scaling streams mean you don't need to choose the quality level you want to watch. If your bandwidth is low it will deliver just the standard definition versions, but if you've got the hardware and the capacity it will go all the way up to 4K Ultra HD resolutions if available.
Although it is a little wearing that there are so many subscription streaming services vying for your hard-earned cash, with more on the way, Netflix is undoubtedly still the best.
The ease of use - and consistent deployment - of its mobile and browser apps makes it the most friendly of all the services out there. It's also got a huge range of both TV shows and films to plough through.
Amazon's own service probably has the edge in the quality and quantity of its movie content, but on both the TV side and the kids' content Netflix is the king.
There's also the fact it's there when you need or want it and you can easily ditch it for a month if you want to give it a rest for a while. Without a lengthy contract holding you hostage you're free to come and go at will - though you'll probably stay a while, there's a wealth of ever-changing content on offer here.
Netflix is still the king of the video streaming game. It's content is excellent and it's original shows - and now movies - are of impressive, network TV beating, quality.
Sure, it's not perfect and you might find yourself finishing a big TV show and leaving the service for a month or so. But you'll likely find your way back again, and Netflix makes it as easy as possible to reconnect.
The combination of great content, ease of use and new technologies, makes Netflix the best streaming service around and still able to resist the might of Amazon. For now.
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