Old rumors never die.
The "Amazon is buying Netflix" chatter is starting to pick up some steam.
BusinessInsider.com, Fly on the Wall, and Reuters reporter Anupreeta Das have all pointed to heavy trading activity on Netflix
I've been a Netflix shareholder since 2002, so I've seen plenty of these rumors come and go. However, it wouldn't surprise me to see Netflix find a way to cash out on top. Owning Netflix has been like riding a runaway train. It's fast and exciting, but it won't end pretty without an intervening force.
Yes, Netflix has done an amazing job of remaining relevant. It survived the awkward shift from DVD to Blu-ray, and it's a major force in digital delivery. This doesn't mean that Netflix will be relevant in five to seven years when discs are a memory, when every cable provider and digital media provider will have subscription offerings similar to what Netflix is championing today.
Netflix will naturally have first mover advantages. Amazon, Apple
Netflix will fare well at first, but things will get tricky when the studios decide to deliver content directly to wired consumers, cutting out the middlemen platforms.
Is this it? Has Netflix finally decided to jump off the runaway train, at a time when the otherwise amazing Amazon has a serious void in digital video? I don't buy it. I've been here before.
However, I think it's going to happen eventually. The rumor mill isn't always wrong.
Longtime Fool contributor Rick Munarriz has been a Netflix shareholder -- and subscriber -- since 2002. He is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early. The Fool has a disclosure policy.