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If it's ever clear that eliminating certain types of deals (eg exclusive) is beneficial from a revenue standpoint, studios would likely do so.

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Normally it should be beneficial for creators simply because no exclusivity increases reach. Wider reach = more potential users who pay for it. Why would anyone avoid it, unless there is some sick collusion or unhealthy market situation when publisher and distributor are merged?

Generally today the cost of an exclusive license is more than the cost of the sum of all possible non-exclusive licenses. So for the creator it's more profitable to seek an exclusive license.

It's true that "Wider reach = more potential users who pay for it" but it's the amount they pay that's more important.

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