Now, if there was an advantage to building an app for Netflix, et al then they will. I suspect that the success of the device (or failure) will determine if/when these large companies start thinking more seriously about native apps.
Many companies jumped on to the Apple Watch bandwagon only to find its limited nature hindered app development too much. Apple pitched the use case for the Watch in 3 areas, turns out it thrived on notifications and fitness tracking.
Talk to me after the Vision Pro launches and users start providing feedback on needs, etc and what the actual use case is.