Although there have been rerun marathons of "America's Next Top Model" on The CW for a while, it wasn't until Netflix flipped the script that "binge-watching" became a national pastime.
As studios scramble to fight off the streaming giants snatching awards from under their noses, Hollywood veterans are trying to keep up.
Garry Marshall, the legendary director of movies such as "Pretty Woman," told CNBC that he doesn't quite understand what's happening.
"It's a whole new way of creating, but also a whole new way of watching. It's interesting," he said.