Thinking about this a bit more (and triggered by your comment), it occurs to me that the big difference between Google and Facebook vs Apple/Amazon/Netflix is that the former derive their income primarily from advertising. Netflix has established an expectation that online video is largely a premium thing that you pay for and don't have to watch ads during and while there are some exceptions to this in the major streaming services (Amazon's imdb.tv has free-with-ads programming, Hulu shows ads to most subscribers, and I'm pretty sure a lot of the lower-tier players do ads, but the big names in the space are all ad free with subscriptions and I don't know that Google/Facebook really have it in their DNA to do anything like that.