If you look closely at what is happening at Netflix (NASDAQ:NFLX), you can see that a sea change is occurring in how the company is approaching the market. Where competitors like Redbox Instant -- the joint venture between Coinstar (NASDAQ:OUTR) and Verizon (NYSE:VZ) -- are pushing for quality movie content, the original video streamer is letting titles fall out of contract and focusing instead on original and exclusive content. Netflix is clearly focusing on drawing business from customers that want what only it has.

While premium cable channels, including Time Warner's (NYSE:TWX.DL) HBO, are offering a streaming option as well -- often with better functionality than is available through traditional means -- these are add-on services to their primary cable subscription option.

In the video below, Fool.com contributor Doug Ehrman discusses where Netflix seems to be headed, why, and how this strategy may play out in the future.