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I believe Netflix and Apple use AWS, so I’m not so sure about that.

Netflix runs their application on AWS.

They do not stream out of AWS (because AWS bandwidth is too expensive for that application).

It's not only about cost. Networking is complex and especially for streaming companies.

1.) They need to know which pipes (to which carriers) are used at what percentage

2.) Be able to upgrade those pipes as they please

3.) Be able to cache content locally with those carriers/ISPs

All of those 3 points are not really possible with AWS.