The only question remaining is whether protected content will be accessible through a general purpose web browser. If not, subscribers will abandon the browser for the app.
The app that has already been integrated into their smartphone, tablet, HDTV, video game console, set top box, etc.
The streaming music service I use has 30 million tracks to explore. It would be very tempting to settle in there to stay. If you want me to have a look at what can be found elsewhere, don't make it anymore difficult than it needs to be.