The internet was once seen as the great equalizer—a digital frontier where innovation, creativity, and consumer choice thrived. Over the past decade, nowhere has this promise been more visible than in the rise of streaming platforms. Netflix, in particular, became a symbol of freedom from traditional television. Instead of being locked into cable bundles and rigid schedules, viewers could binge-watch what they wanted, when they wanted, and at a price that felt affordable.
But in recent years, many of us—especially Gen Z—have begun to notice something unsettling. What was once liberating now feels exploitative, frustrating, and hollow. The term for this phenomenon is enshitification, a word coined by tech critic Cory Doctorow to describe the slow but inevitable decline of digital platforms as they prioritize short-term profits over user experience.
Streaming platforms like Netflix, Hulu, and Disney+ are now case studies in enshitification, and the cracks in the system are becoming impossible to ignore.
What Is Enshitification?
Enshitification isn’t just about bad design or a few bad decisions. It’s a predictable cycle. Platforms start by being good to their users in order to build loyalty and growth. Once they capture enough attention, they shift to prioritizing business partners and advertisers. Finally, when they’ve achieved market dominance, they focus solely on extracting value—squeezing both users and partners dry until the service feels unbearable.
Think about your own streaming habits. Five years ago, Netflix felt exciting. You could share your password with a friend, pay one reasonable fee, and access an incredible library of shows and films. Today, you’re hit with rising prices, constant removals of your favorite titles, algorithm-driven recommendations that feel soulless, and strict password-sharing crackdowns. That’s enshitification in action.
How Netflix Fell Into the Trap
Netflix was once the darling of streaming platforms. It reinvented how Gen Z and millennials consumed content. For many, Netflix was the first subscription they ever paid for out of pocket, and it carried a kind of cultural prestige. “Netflix and chill” became a meme, and binge-watching entire seasons became the new normal.
But the Netflix of 2025 is not the Netflix that captured our hearts. Here’s how the decline unfolded:
- Endless Price Hikes: Netflix has raised its subscription cost repeatedly, often without providing new features that justify the expense. What was once a bargain now feels like a luxury.
- Content Overload and Removal: While Netflix produces original shows at breakneck speed, many of them vanish after a season or two, or worse, get removed entirely. For Gen Z—who value accessibility and authenticity—this feels like betrayal. Why pay for a service that constantly takes away what you love?
- Password Sharing Crackdown: Netflix built its empire in part because users shared accounts. This “hack” made the service a household staple. Now, Netflix aggressively penalizes the very behavior that fueled its growth.
- Algorithmic Mediocrity: Instead of prioritizing quality storytelling, Netflix often seems to prioritize quantity. The result is an endless scroll of shows you don’t care about, many of which feel like they were created to trick the algorithm rather than to inspire viewers.
The tragedy here isn’t just that Netflix has changed—it’s that it has become exactly like the cable companies it once promised to disrupt.
The Broader Streaming Landscape
Netflix is not alone. Disney+, Hulu, Amazon Prime Video, and even newer platforms like Peacock are repeating the same cycle. Each launches with the promise of affordability and exclusive content, then quickly shifts toward nickel-and-diming users. Subscriptions are split into “tiers,” ads creep back in, and the catalog becomes fragmented across countless services.
For Gen Z, this feels particularly insulting. We grew up being told that streaming platforms were the antidote to overpriced cable bundles. Now, to watch all the content you want, you need five or six subscriptions, each with its own rising cost. It’s not just unsustainable—it’s exhausting.
Even worse, streaming platforms are undermining the very culture they helped create. Shows are canceled before they have time to build an audience, classic films disappear because of licensing agreements, and creative risks are sidelined in favor of formulaic “content.” In short, the magic of streaming is gone.
Why Gen Z Feels It the Most
Gen Z is uniquely sensitive to the enshitification of streaming platforms. We are the first generation to have grown up entirely in the streaming era. For us, the internet isn’t an add-on to traditional media—it is media. When Netflix or another platform fails us, it feels like the betrayal of a friend, not just a company.
We also have less disposable income than older generations. Rising subscription costs hit harder, especially when combined with student debt, inflation, and the general cost of living crisis. Streaming platforms that were once marketed as budget-friendly alternatives now feel like predatory gatekeepers.
And perhaps most importantly, Gen Z values authenticity and transparency. We can smell a cash grab a mile away. When Netflix announces yet another tiered plan or removes fan-favorite shows without explanation, we notice. And we don’t forgive easily.
Can Streaming Be Saved?
The question is whether streaming platforms can reverse this decline. Is it too late to fix Netflix and the broader industry? The answer depends on whether these companies are willing to rethink their relationship with users.
To win back trust, platforms would need to:
- Stabilize pricing instead of squeezing users year after year.
- Commit to keeping shows and films accessible long-term.
- Stop punishing loyal users for behaviors like password sharing.
- Refocus on curation and quality rather than algorithm-driven quantity.
But realistically, these changes are unlikely in the short term. Shareholders demand growth, and growth often comes at the expense of user experience. Unless there’s a major shift in consumer behavior—like mass cancellations—it’s unlikely Netflix or Disney+ will voluntarily walk back their enshitification strategies.
What’s Next for Gen Z and Streaming?
The decline of streaming platforms might lead to a cultural reset. Gen Z is already turning to alternatives like YouTube, TikTok, and even piracy to reclaim control over their media consumption. These platforms, while far from perfect, at least feel less exploitative and more aligned with our values.
We may also see a rise in niche, community-driven platforms that prioritize sustainability over scale. Smaller streaming services that focus on specific genres or independent creators could thrive as users grow tired of the same homogenized “content factory” model.
Ultimately, the enshitification of Netflix and other streaming platforms serves as a warning. Digital spaces that start out revolutionary can—and often will—end up as hollow shells of their former selves. For Gen Z, the challenge is deciding where to direct our attention and dollars next.
Netflix once represented freedom, creativity, and the future of entertainment. Today, it’s a prime example of enshitification: a platform that traded its soul for short-term profit. Streaming platforms across the board are following the same path, leaving users frustrated, disillusioned, and searching for alternatives.
For Gen Z, the lesson is clear. Don’t put blind faith in platforms, no matter how shiny or convenient they seem at first. The cycle of enshitification is predictable, but so is the backlash. And as the generation most fluent in digital culture, we have the power to demand better—or build something new.
If you’re tired of the enshitification of streaming platforms like Netflix, maybe the future isn’t about finding the “next Netflix” at all. Maybe it’s about rethinking entertainment altogether.
