Their international aspect is relatively new though. Apart from a few markets in Europe they didn’t open it up until last year when they did a massive expansion to over a hundred countries. I know they are working on more local content for those (including original material in various languages) as it is very US and UK centric material at the moment. So there is a lot of scope for growth as that’s such a recent change.
I tend to agree with Lorcan that it seems they are following the Amazon model to a degree and wanting to dominate the market completely before turning too much to profits. I think the recent cancellations are likely just an adjustment as there was a period there it got a little nuts with the enormous sums they were touting for the likes of The Crown and from Amazon with The Grand Tour.