Navigating market saturation : evaluating Netflix’s password-sharing crackdown as a strategy for sustainable growth

The rise of technology giants has been one of the defining narratives of the 21 st century. FAANG companies achieved unprecedented growth reshaping entire industries. Recent developments in the Artificial Intelligence sector have again leveraged this growth by improving efficiency, providing more personalised services or predicting consumer behaviour. However, the seemingly boundless growth trajectory has faced and will continue to face significant challenges. As markets mature, companies confront the limitations of their dominance. This often happens next to regulatory scrutiny, increasing competition and rapidly changing consumer behaviours, which compound the pressures. These challenges raise a critical question: How can multibillion dollar businesses sustain their growth, protect stakeholder interest and finally remain relevant in a fiercely competitive business landscape? The question will be carefully analysed using Netflix as a Case Study.