Starting out, Netflix forged its own path from a DVD-by-mail rental company to a streaming giant and a top original series player. Now, two of the other five major U.S.-based streamers, Prime Video and Paramount+, will carry some of that enterprising programming strategy DNA.

Within the last month or so, former Netflix VP Original Content for English-language programming Cindy Holland was officially named Chair of Direct-to-Consumer for Paramount, overseeing post-merger company’s streaming platforms Paramount+ and Pluto TV, while her former lieutenant Peter Friedlander, who rose to Head of UCAN Scripted Series at Netflix, became Head of Global TV at Prime Video supplier Amazon MGM Studios.

These are not simply Netflix alums. They are among the single-digit number of Netflix creative executives who shaped the streamer’s original series strategy. Now they will get to do it for top competitors, validating what the original Netflix originals team under then-Chief Content Officer Ted Sarandos was able to accomplish.

Led by Holland, that team included Friedlander, who joined in 2011, Nina Wolarsky, who was brought in a year later, and Jane Wiseman, who was added in 2013.

Of the four, Wolarsky is the only one who still works with Netflix — she is President of TV for Plan B, which is behind the streamer’s biggest and most awarded show of the year, the Emmy-winning Adolescence.

The other three will now be competing with Netflix — Wiseman is Holland’s top programming executive at Paramount+ as EVP, Head of Originals, DTC. (Holland also recruited another senior executive from the early days of Netflix’ original programming efforts, Efrain Miron, as EVP, Head of Content Strategy & Licensing, DTC.)

Some of the Netflix series the trio shepherded during their tenures include such signature hits as Orange Is the New Black, Stranger Things, The Crown, Bridgerton, Grace and Frankie, Ozark, The Night Agent, Black Mirror, Emily In Paris and Wednesday.

While Sarandos and Holland came through Netflix’s tech company origins, for the past decade, Netflix has been bringing in executives from traditional media — It even got sued by Fox for poaching. The streamer’s current Chief Content Officer, Bela Bajaria, and top TV executive, Jinny Howe, who succeeded Friedlander as Head of UCAN Scripted Series, both come from legacy networks and studios.

Now the tide has turned, with executives who had made their marks at Netflix taking top positions at rivals looking to find another gear and replicate Netflix’s success. It is probably not a coincidence that Friedlander, a 14-year Netflix veteran, and Holland, who was at the streamer for 18 years, were hired by a tech company (Amazon), and a legacy studio whose new boss David Ellison wants to turn into a tech company (Paramount).

Holland already has made a move, with Stranger Things creators the Duffer brothers set to leave their longtime home at Netflix for a mega film, TV and streaming deal at Paramount. There are rumors that more top Netflix talent may re-team with her at Paramount.

While the streaming wars are still going on, Netflix has come up on the winning side so far. As they say, if you can’t beat them, join them — or get one of their former star executives to join you.