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After seeing Netflix eat away at their TV businesses, legacy media are targeting the streaming rights for classics like Seinfeld and The Office.

From sizable investments in studio facilities to high-end office spaces in some of the world’s priciest neighborhoods, the company is quickly building a robust physical presence around the globe — and exporting its unique corporate culture in the process.

With a subscriber miss, ballooning costs, competitors circling and an existential need to produce more in-house hits, the dominant streamer may be starting to look a lot like — gasp! — one of the entertainment giants whose world it turned upside down.

Litchfield Penitentiary may have closed its doors for good, but the last visit with its inmates saw a series-high level of interest for Orange Is the New Black. The premier for the final season of Netflix’s longest-running original registered 24% higher in the U.S. the day after its July 26 premiere than during the same period for the season-six premiere, according to demand measurement firm Parrot Analytics, which conducted exclusive analysis for Variety using its “demand expression” calculation.

Facebook has approached Netflix, Disney and other media companies about putting their streaming services on a new Facebook device for making video calls from televisions, The Information has learned. The device, which Facebook is aiming to release this fall, will use the same video-calling technology that is in Facebook’s camera-equipped smart speaker, called Portal.

Netflix’s major Q2 shortfall on new subscribers signals that OTT services are beginning to learn what broadcasters have long known: not everything will be a hit, and even the best programming has a shelf life.