Hours of video watched per month is metric Netflix tries to optimize, because it predicts churn. If a customer is spending decreasing hours on Netflix and watching Disney instead, they are more likely to cancel.

Goodhart's law applies. If a customer is watching more Netflix because they are binging some fantastic new context, that’s great for Netflix. If the customer watching more because the app keeps auto playing something they didn’t ask for and gradually pisses them off, not so good. Netflix might have better ways of measuring customer satisfaction that can tell if these behaviors make the customer more satisfied overall.