When you make something (eg TV shows), you might also want a direct relationship with your customer (eg viewer). Consequently, A platform where you get to choose how to present and celebrate the stories seems like a reasonable thing.
In the US, the film industry originally worked like the streaming industry does today. Besides just creating films, the major studios distributed them through the theaters they owned. If you wanted to see a Paramount film you had to go to a Paramount owned theater, if you wanted to see an MGM film you had to go to an MGM owned theater, and so on. In 1948, this distribution scheme was ruled to be in violation of antitrust law and the studios were forced to divest themselves of their theaters. Now you can see major films in any studio and the theaters have to compete on price and amenities. I don't see why the same logic shouldn't apply to streaming services.
