amazon is perfectly capable of doing the old disc-based netflix/blockbuster model if they want - actually it would complement their pivot into distribution and shipping perfectly. Just some mylar mailers and a bunch of BD-R blanks - licensing is another matter but what is the logistical problem? Print QR code and put on disc, send it out, get it back, scan QR code when it's "returned" and goes back to inventory...
We already have streaming rentals. I believe while monthly subscription models are not profitable, pay per view still makes money.
Would cut costs way down.
(Which is very intentionally anticompetitive because they will happily sell you access to their streaming service that doesn’t count towards the cap).
Similar for content that’s owned by the platform. Netflix, Apple, and others invested in to original programming and in those cases there’s again no need to license.