The streaming giant has changed its strategy many times over the years. But the decision to get deeply into theatrical releases may be the most startling yet.

Netflix co-CEO Ted Sarandos said Friday theatrical release windows will “evolve to be much more consumer friendly.”

Netflix is set to acquire Warner Bros. Discovery, including HBO and HBO Max, but what does that mean for consumers?

“Netflix does not have the same incentive to release films in theaters and will be incentivized to use WBD’s world-class IP library to entrench Netflix’s streaming dominance while also harming theatrical distribution, talent and moviegoers,” it reads. There’s a lot of that.

The US president has said "there could be a problem" with the proposed $72 billion deal that would see the streaming giant acquire the Hollywood studio. Donald Trump noted that Netflix already has a "big market share.