The funny thing is that the companies that stand to benefit the most from this and that move the most money (Netflix, Spotify, Fortnite) need Apple's platform, marketing, and distribution the least.
Apple is exactly like a mobster demanding a cut for “protection” — except they’ve designed and controlled the system so well that your business just cannot exist in the first place until your automatic extortion payment system is in place.
For "discovery" people would have to regularly check the App Store app and read the "today" page. Maybe perhaps Spotify or Netflix will appear there once a year among 15000 stories about games.
Or you mean search? If people search for Spotify/Netflix, they already know about it. And right now Apple will helpfully cover half of the screen with an ad for Gmail if you search for Spotify (and will hide all other Spotify apps like Spotify Kids and Spotify for Creators six screens down)