These days it seems people are doing one of two things:
1. Sharing account details. eg four people in a circle of friends, one will have Netflix, another Prime Video, someone else will have Now TV and so on. And each of them will use the others account so all of them get access to all of the services.
2. Some of the more well off individuals or less socially connected will sign up to two or three services and pirate everything else.
Whichever way you look at it, basically consumers have gotten fed up with the vendor lock ins and have gone back to sharing content.
It has always been this way though. Even when VHS's were a thing, you'd get families which would share videos with each other. Sometimes those films and TV shows were just recorded straight off the TV. This is also why I think there is a culture where people don't care about downloading content because there has always been an understanding that it was fine to record stuff on the TV and radio for personal consumption back before the internet was in every home. The daft thing is the TV and film industry had a massive opportunity to disrupt this culture but instead their own greed has just encouraged people back into old habits.
I know regulation isn't a popular topic on here but I do wonder if it's time someone stepped in and said "You guys need to start cooperating together!"