In television...the networks (ABC, FX, etc.) have long relied upon exclusive content to differentiate among themselves. As video moves online, so too has this practice of exclusive content. Hbo has an exclusive license to recent Universal movies tha tincludes its online HBO GO, for example. Netflix has signed exclusive licenses for DreamWorks Animation, for Relativity, and others. In episodic television, exclusives are also the norm. Netflix doesn't license "deadwood" from HBO because they see strategic value in keeping it exclusive. Netflix licenses "Mad Men" and "House of Cards" exclusively for much the same reason.