The Tier 1 always wants to ask for more bits than a lower tier operator. If a lower tier operator asks for more bits and tilts the traffic balance, things get interesting. Cogent is not a tier 1 but slings 35% of the internet around at will.
It does cost a lot of money to route Netflix's bits and the narrative is hugely helpful to Netflix. I'm not saying this is correct, I'm simply trying to point out that Netflix has a ton to gain from carriers upgrading their network connections and routers.
Another way to view this: Netflix is demanding huge network upgrades without any additional revenue source.