Gov. Andrew Cuomo announced Thursday that the San Jose, California-based entertainment video-streaming service will invest up to $100 million in the city.

Netflix expects a $3.5 billion deficit in its free cash flow this year over the $3 billion previously estimated. In its earnings, the company also expects to add fewer subscribers than forecast, projecting a net addition of 5 million subs over Wall Street’s 6.09 million expectation.

Netflix Inc. lost as much as $8 billion in market capitalization in a few minutes of trading Friday on Walt Disney Co.’s news of its upcoming — and cheaper — rival streaming service.

Against market headwinds, OTT monetization won’t happen with a single scheme. Instead, it needs a flexible range of subscription models, advertising and even transactional approaches, experts say.