The copyright holder isn't trying to make it scarce. The studio/distributor would really love it if NetFlix extended the licensing contract window instead of letting it expire. But, NetFlix will only pay to extend its availability if the content is attracting people to its platform and that's becoming less likely and necessary as NetFlix builds its own content that will remain on the platform forever.

Basically, we're going to end up with a streaming platform from every studio/distributor where you'll pay them directly instead of paying the broadcaster since the internet has made it so easy for studios and distributors to become "broadcasters" too. What seemed like a good thing at first is actually going to be worse in the end for consumers. We're going to be paying the same as before for each movie purchase/rental and then even more than before to license each show we want to watch.

Or, if we're lucky, we wind up with a "Spotify for Movies" that pays rights holders based on how much/frequently their content is watched. I'm certain we'll get there eventually, but it may take another decade.

You don't want that. The end result is a system that looks a lot like youtube where bots rule the platform and the numbers are constantly gamed.