Netflix is most definitely a marketplace, more akin to the App Store than I think you're giving it credit for.

Netflix shows a wide variety of content to the buyer, the buyer pays and consumes certain (but not all) of the content. The content owners are ultimately paid in a way that reflects the demand for their product relative to the others available in that marketplace. (It's not per-unit pricing with a rev share, but you still get paid more to license big blockbuster content than little-watched niche stuff.)

Also similar to App Store, Netflix has certain "blessed" in-house products that it pays to create itself, and lists along side the externally-created products.

That's a fair point. On the other hand, Microsoft Windows wasn't a marketplace with respect to web browsers.