In this world, instead of having an exclusive distribution deal with a single company, content creators (tv studios, journalists, sound cloud musicians, youtubers) would price their content at whatever they think it's worth, and make the viewing key available via e.g. smart contract or some other payment system and API.
Apple/Netflix/Hulu/Youtube/Popcorn Time could each have their own pricing model: ad supported, subscription based, usage based, pay as you go with a self-custody wallet. They can also distribute the content they want to carry. They can compete by reducing their hard costs for distributing the content, or by having better recommendation engines or content search, or delivering a better experience however else they like.
In this kind of world these platforms become more like interfaces to a universe of content that exists outside the walled garden. You can choose the interface you like and still have access to any content. You could use a community-supported FOSS interface that you self-fund, that kind of interface might give you access to the whole firehose, or you could subscribe to a hyper-curated Montessori-approved children's portal to content that is educational and not over-stimulating, for example. One can dream!