That doesn't make a ton of sense in the Netflix case since presumably it's actually more expensive for every additional movie you watch since your subscription price is fixed and each additional movie you watch costs bandwidth and compute?
I will get bored if I am not exposed to what is available on the platform and will get unsubscribed. It's like social feed of a social media platform
On the other hand, people that don't watch any content are at the highest risk of cancelling their membership.
Netflix wants you to justify the cost in your mind. The bandwidth is free. Netflix is such a high volume of internet traffic that the CDNs actually have edge content caches within the DCs of most major ISPs, so when you stream you’re actually streaming from a box at your ISP (or a cross connect to Netflix) and not costing Netflix any internet-facing bandwidth besides API calls. This setup is cheaper for everyone because the ISP doesn’t have to subscribe as large of an internet pipe because the high bandwidth streaming is siphoned off into private networking and never leaves the DC.