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They seem to really froth at the mouth at the thought of a netflix style subscribtion service of their own, with no added platform fees. What they fail to realize....somehow is that EVERY major publisher just can't wait to lock their consumers into such a subscribtion and the mounting costs will make it impossible for most people to pay for all of them.
So people will choose one or two (or just give up on AAA publishers) and they will loose a massive amount of consumers overall.

The appeal of a subcribtion service is to have everything available. The music industry has got that largely right so far, no amount of tidal exclusive Jay-Z and Beyonce albums will make people switch from their Apple Music or Spotify subscribtions because they largely have everything available. If now EMI, Columbia and Sony all decided to have their own service, the streaming industry wouldn't work anymore. That Is exactly what happening in the tv industry right now, everyone is chasing their own dedicated service, driving up costs and making the whole model unattractive.