If I want to watch Outlander, I don't really care who delivers it to my TV.
Britannia is not a substitute.
I care about price and convenience, not HBO vs. Netflix.
Costs for a streaming service used to be dominated by bandwidth. Bandwidth costs plummeted, and that changed.
The first "streaming service" middleman who charges only a small fee to connect the people who create video directly to the people who watch video will crush all the others.
And frankly, good riddance to the others.
I'd much rather pay Mutant Zombie productions directly for the stuff they make.
I'm okay with paying a small fee to the agent who handles collecting the money and delivering the content, but again, it's about price and convenience.
Back when bandwidth was expensive, the companies that could stream made decent money.
Streaming isn't the big profit center anymore, and it never will be again.
Netflix knows this, that's why they're busy making content, trying to become a content producer.