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Netflix: how will the story end?

By Anna Nicolaou and Fan Fei
Financial Times·
12 mins to read

Facing wealthy rivals and rising debt, the streaming service is beginning to look vulnerable

On a sunny midsummer weekend in Los Angeles, Netflix turned the Santa Monica Pier — one of the city's busiest tourist destinations — into a three-dimensional marketing blitz, transforming it into the fictional 1980s Indiana town where its hit show Stranger Things is set. The 110-year-old structures were dressed up to mimic the show's location; the Ferris wheel was flashing eerie red lights over the Pacific

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