Netflix shows no sign of slowing down its investments in programming. 2017 saw Netflix investing $8.9 billion on content. A mere 2 years later Netflix is estimated to reach a $15 billion investment in content by the end of 2019.
This rapid increase in spending may have something to do with the new challengers approaching. In 2017 there were signals that Disney, WarnerMedia, and NBCUniversal planned to enter the OTT market. Now in 2019, we expect Disney and WarnerMedia to launch their streaming services by Q4, followed by NBCUniversal's service in early 2020.
It looks like Netflix has spent years getting ready for 2019.