Problem for Netflix is they created this market originally by leveraging everybody else's content.
And were almost too successful because all the original content creators went "Wait, why aren't we doing that ourselves with all our own content".
So at that point Netflix either had to give up huge contracts to keep big content on their platform (ex.
https://slate.com/culture/2018/12/ne...0-million.html), while also needing to quickly invest huge money into their own original content to get a catalog because they had no back catalog ($15B spent this year).
Drove their costs, and prices up. But now new competitors are coming back in at more reasonable prices because they have years and years of back catalog available that costs them nothing really and allows them to fill up their OTT service with content.
It's going to be interesting because in a couple years I'm guessing you will have 10+ major streaming services (WB/HBO, Disney+, Netflix, Hulu, NBCUniversal, Amazon, Apple, DAZN, CBA/Viacom, Youtube, etc)
OTT will likely replace traditional cable from a delivery sense but I feel like people are going to want a "cable type" provider where they can bundle services together, or have everything unified on a single log in / ecosystem.