So it's more like saying "downloading is 90% of their traffic and its not sustainable."
If you're trying to optimize for efficient use of limited bandwidth, unicast transferring of identical content to many many people is pretty wasteful. I think Netflix would argue that network links should be getting bigger and fatter to render the point moot, but given the streams are also getting bigger (we didn't always stream 720p everywhere, did we?) that would certainly take a lot more investment than what's happening now.
The problem is, what happens when you connect a new customer. Well, simple :
1) the income of the ISP increases by some fixed amount
2) the cost of providing this connection increases by n+1 (the number of existing customers)
So here's the catch
np needs to pay for n(n-1)c pipes
Where n is the number of customers on the internet. P is the average income per customer and c is the cost of a pipe that will sustain one customer.
Needless to say, this won't work.
google has similar issues with some EU providers in particular in france, for youtube.
traditionally the ISP pays to upgrade the pipes for the content that is provided by a third party (ie ISP pays for youtube, netflix traffic). ie the one whos downloading pays for upgrading pipes.
thats where some ISPs (comcast too then i guess?) generally cringe: this way of dividing costs was ok 10 years ago, but not anymore: streaming is 90% of their traffic and its not sustainable.