I wasn't suggesting that it was desirable for Netflix to show ads. I was replying specifically to the "growth for growth's sake" because it's misleading.

As for "Netflix can grow by getting more users by offering attractive services and features", that's circular reasoning. They need growth to help pay for new attractive services and features.

>Even if they stop getting new users, and just maintain their current user base,

The problem is that their none of their existing user base signed a 30-year irrevocable contract to always pay $11.99 for the next 360 months. Consumers have free will and their preferences change which is why Blockbuster couldn't count on their old customers to keep walking into their stores to rent DVDs.

In other words, the "just maintain their user base" doesn't mean anything because customers have their own agenda of how they make changes in spending discretionary entertainment dollars. E.g.: https://www.google.com/search?q=netflix+lost+subscribers