Netflix CFO David Wells told the Goldman Sachs conference that the cable channel should rethink its strategy of rejecting OTT. “We believe that if they were direct-to-consumer, there would be materially more subscribers that would pay for it in the US.”

Wells made that suggestion when talking about Netflix’ addressable domestic market, which he said was between 60 million and 90 million subscribers — behind the roughly 100 million households that pay for TV services in the US.

HBO currently has around 28 million subscribers in the US while Netflix came close to 30 million domestic subscribers in its most recent quarter.

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