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There's a difference between saying it and actually offering licenses that would enable it.

Check out http://www.saavn.com, I think they do provide such licences.

Why can't American labels have that attitude

It's time for a compulsory licence for streaming movies.

They'd have to adapt to a 21st century mindset. That the internet is here, it's not going away, and the old way of doing business is dead. "Too big to fail" companies/organizations usually dislike that sort of radical change, as we've seen for years and years with the RIAA/MPAA.