I don’t think Netflix has “too much choice”, that sounds like a spin from the Netflix PR crew. On the contrary, Netflix must be struggling to buy enough quality productions for every taste— which is completely understandable, considering they now have to compete with Amazon Prime, Hulu, HBO, Disney etc. The ratings are lower because people have seen all their favourite shows in Netflix’ catalogue and start watching more mediocre shows, shows that aren’t exactly their kind of beer or shows that started awesome but lost their initial mojo.