Now with 600 hours of original content set to launch on the site in 2016, the streaming giant is starting to dominate more than just viewers’ screens. Netflix is winning our hearts.

For the first time ever, consumers rated Netflix No. 1 for best original programming in an annual consumer survey by Morgan Stanley released this week, Variety reports.

Netflix beat out last year’s favorite for original content, HBO, by a wide margin. Nearly a third of survey respondents said Netflix has the best original streaming content (29%), while 18% picked HBO. The annual survey of 2,501 U.S. adults had other streaming video content options paling in comparison, with Amazon, Hulu, and Showtime all picking up 4% to 5% of the vote for their own original shows, Variety adds.

Of course, Netflix, which recently nabbed the No. 19 spot on Fortune’s list of the World’s Most Admired Companies, has the benefit of a massive audience for its shows. The company has 45 million subscribers in the U.S. alone, and 30 million more around the world.

And viewers say the original shows offered on Netflix are a big reason why they pay for the service: 45% of Netflix subscribers in the Morgan Stanley survey cited the site’s original content as a major reason they subscribe, Variety notes.

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Still, all that original programming doesn’t come cheap. As the company pushes out more and more of its own new shows, it’s offering less. Netflix has shrunk its catalog of shows by nearly a third over the past two years.

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And the company is also raising its prices: In May, Netflix will start charging all its viewers $10 a month, and while that’s still cheaper than HBO Now’s $15, it will be a new test of just how much viewers are willing to shell out for the shows they now deem most binge-worthy.