I'd imagine if we had a market where every service had access to every piece of content, so no exclusivity, this problem would go away. Then they'd compete on the quality of service rather than their selection of content they've held hostage. But as long as individual services can opt to not never share their content with anybody else, they can just hold their customers hostage, since they cannot get their good from anywhere else, so the only options are buy or don't buy.