The idea is to decouple the content from the platform. So one way you could do it is have the content deployed to an open distributed file storage and streaming protocol (IPFS or Holochain perhaps, blockchain will never scale).

Content creators upload it to this network and the content becomes a standalone entity.

Platforms then have full open access to the content. The platforms compete on the UX/UI and recommendation algorithm layers. Every platform will have access to all content. But if Netflix provides the best viewing experience then people will pay a monthly fee to use it.

Each time the content is streamed, the user (or platform) pays a microfee per minute watched which goes directly back to the content creator.

Omitting quite a few technical details but you get the gist.