Streaming companies are starting to look like cable companies, because the "system" incentivizes exclusivity of content.
When netflix started, they didn't make their own content, but instead licensed it. They offered fast and reliable services, and the content was tangential.
But as soon as content producers (and other media companies including cable companies) saw how profitable netflix was, they either raised their content license fees, or withdrew it to add to their own streaming service for exclusivity.
Therefore, netflix needed to complete with exclusivity. This is starting to look like the cable days.
I would propose that all content producing companies have to license their content to anyone who is willing to pay, at the "same" price (per user? per year? etc? this is something yet to be decided). That is, a content producer cannot charge one entity one price, and another entity a different price, nor refuse to license it to another entity (in the same way that a store cannot charge one customer one price, while another customer gets a different price).