In my mind, I'm paying for convenience, not content. I can find the content I want to watch. I have for years. The reason I watch Amazon Video is because I have Prime and why not? The reason I watch Netflix is because the amount of content I want to watch that is in one place is worth the cost. It also lowers the barrier of entry to some random stuff I'd never otherwise watch. So it works for me. But I would have no issues canceling and going back to less ethical sources if the cost outgrew the convenience.

This is why I started paying for Spotify years before I paid for Netflix. It is simply easier to find music there and let it sync between my phone and computer via their service than find every single song, download it, and sync it by hand. Also, there is no way in hell I'm paying $1 per song for thousands of songs. That method is vastly more expensive with none of the conveniences (and usually some sort of lock-in, even if weak).

So in my opinion, companies need to figure out how to make their services more convenient than the alternative. Spotify figured it out, Steam Games figured it out. Netflix figured it out when it was in competition with Blockbuster and Redbox but has since lost it. The fact of the matter is, all the content is scattered across all the services, and the combined cost is not worth it. If we had different services serving all the content (similar to pandora/last.fm/spotify/youtube red) then people could pay for the service, not the content. And ultimately, the first service we are willing to pay for is convenience.