Netflix is aiming to move away from its traditional marketing strategy of promoting individual shows and movies to an ad campaign that pitches Netflix as the home for premium movies and award-winning shows, says the Hollywood Reporter.

Netflix apparently spent more than $1.8 billion on advertising in 2018. Chief marketing officer Jackie Lee-Joe feels as though Netflix over-hired and is looking to restructure its marketing team.

During the fourth quarter of 2019, Netflix saw a 20 percent base growth in its worldwide subscribers. However, in the U.S. and Canada, regions with the most market saturation, the platform only added 550,000 paid subscribers.

With new competition rivals such as Disney, NBC, and Warner Media, it comes as no surprise that Netflix is trying to promote its A-list productions while also reducing the amount of money it spends.