$10 sounds unsustainable for this catalog (heck, €8 in France for single-watchers). The expectable price is rather $30. That's just an initial promotion, the customer lifecycle value they are ready to extract should be much, much higher.

Crunchbase tells us that the only investment was $36m. The rest is regular debt, $1.7bn! It just shows how much banks trust their business model.

https://www.crunchbase.com/organization/netflix#/entity