Netflix CEO Ted Sarandos on Apple TV+: "I don't understand it, but they're really…"

Netflix co-CEO Ted Sarandos has expressed his bewilderment about Apple's streaming strategy, suggesting that the iPhone-maker’s foray into entertainment remains puzzling even after five years in the market to him. "I don't understand it beyond a marketing play, but they are really smart people. Maybe they see something we don't," Sarandos told Variety in an extensive interview published recently, covering Netflix's 2025 lineup and competitive landscape.
The seemingly off-hand remark reveals genuine confusion about Apple's motivations in the streaming wars, where Netflix continues to dominate with over 300 million subscribers as reported at shareholders meeting in January 2025.
Sarandos displayed similar dismissiveness toward other competitors. When asked if Amazon Prime Video competes with Netflix in movie and TV production, he responded, "I don't. It's hard for me to say. I don't know what their long-term plans are." This despite acknowledging that Amazon has "been making original content exactly as long as we have."
The Netflix executive expressed confidence in his company's position, citing its content diversity as a key advantage. "Our advantage is the investment we've made in personalization. We are not a one-genre label," he said. "If you love documentaries, Netflix is the doc house. If you love drama, it's the drama house."
Sarandos also criticized Warner Bros. Discovery's decision to rebrand HBO Max as simply Max. "I would have never guessed HBO would have gone away," he said. "They put all that effort into one thing that they can tell the consumer — it should be HBO."
Despite the competitive streaming landscape, Sarandos remains unfazed by rivals. "I felt a lot more comfortable that we would do better at this than they would," he stated regarding Disney's entry into streaming.