I think this will take some time. Right now, for a few years Prime, Netflix ,Apple etc are already putting in money for their own Originals. I don't exactly know the solution, but these players won't bundle right now for sure, nobody wants to lose leverage. I think Google might be playing smart or maybe they've lost already. They have already conceded that Netflix is far ahead. And, now they're bundling their premium shows with Youtube Music for additional 2-3 bucks a month. Their content strategy has been really poor. Frankly, Video is a sort of leverage tool for Apple, Amazon. But for Netflix, it's bread and butter. Also, read this article: https://www.ben-evans.com/benedictevans/2017/7/13/content-is...