Which many ISP understansibly will refuse to icrease peering capacity and you end up with poor bw speed from netflix or other similar providers. The solution is to do what google does with GGC nodes. Netflix also has similar service but the are very stringent and picky with which ISP they give the servers to. Google basically gives them away to almost whoever asks for it. Not to mention with all streaming and cdn and cloud providers wanting to have their own ggc like hardware at ISP premise it puts cost strains to isp in terms of power usage, rack space and high-output switch and routers at the distribution end. Not to mention all of these hardware will pull bandwidth from source (about 20%) which will come through ISPs expense.
People often like to blame ISPs. While big ISPs have legitimate problems. It also makes it extremely difficult for smaller isps bear this cost and provide service parity compare to ISP giants. Which is why you don't see a lot of isp business popping up. There is a reason google fibre is so limited in scope.
It always facinates me how most ISPs makes money at all. Then i realize the one who do has been doing it for a long time ans were already big companies when started out and probably had to take substantial loans and help from government and even then it probably took them a long time to be profitable.