This is how it worked a decade+ ago, when there was still alpha to be had on providing better streaming service. It was great and we got things like the Netflix Prize and all sorts of content ranking improvements, better CDN platforms, lower latency and less buffering, more content upgraded to HD and 4K. Plus some annoying but clearly effective practices like auto-play of trailers and unrelated shows.

Now these are all solved problems, so there is no benefit in trying to compete on making a better platform / service. The only thing left is competing on content.

> I want several companies that are able to license whatever content they want. And ideally the customer can choose between a subscription that includes everything, and paying for content a la carte, or maybe subscriptions that focus on specific kinds of content

This seems like splitting hairs, it's almost exactly what we do have. You can still buy and rent individual shows & movies from Apple and Amazon and other providers. Or you can subscribe to services. The only difference is there is no one big "subscription that includes everything", you need 10 different $15 subscriptions to get everything. Again, kind of splitting hairs though. The one big subscription would probably be the same price as everything combined anyway.