Everyone should read a few years of Netflix annual reports. The writing has been on the wall for a while with Netflix. Just read the risk factors sections form the past few years. That would take 2 hours tops.
With all these entrants, keep in mind that regardless of who wins that battle, the content creators (Hollywood) will win and do so on their terms. All of deliverers of content are going to be in for a fight that is going to drive their margins down. Want to get the Disney catalog in your streaming product though? Disney is going to tell you exactly what they want and their survival is not tied to the winner of those it leases its content to. Hollywood has also learned alot about structuring contracts for streaming data. Details in that are in the Netflix annual reports.
Also for the record, I read up on Netflix about a year ago. I don't remember the details. I know the generalizations I provided above. It's bad when what I think was 4 hours of reading convinced me that Netflix is going to be screwed. Not necessarily put out of business, but those margins. There is no sustainable competitive advantage and to many big companies could easily enter the market. Just think ... Apple, Microsoft, Amazon, netflix, future A, future B. See where this is going.
I've also thought about the possibility of various content creators cutting out the middle man altogether, but that makes no sense. I think some moron will eventually take control of one of these companies and try to be the defacto streaming provider of it's IP. But that will prove to make no sense since people are not going to want to "rent" from Disney, NBC and 50 other content creators. A middle man is truly needed.
EDIT: the simplfiication of the old netflix model is that it leased the IP for streaming form multiple companies. In doing so, they were allowed to do unlimited streaming for a fixed cost. What was unexpected is that streaming took off big time. So Netlfix was really paying nothing compared to what they should have been paying for those IP leases. Those lease contracts ended and now you see what they did to their streaming prices. These changes were known to be coming many years ago. This is what I meant about Holywood learning a lesson. They are going to be more careful about those lease agreements.