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Licensed content drives a significant portion of audience engagement on streaming platforms, with 45% of viewing on Netflix coming from licensed titles. This resurgence of licensed content challenges the notion that exclusive content is the key to success in the streaming wars. Netflix has found success in attracting a global audience to shows like "Suits," which were previously available on other networks. While licensing remains a crucial part of the streaming business model, Netflix does not plan to license its own content to competitors.