Those companies are gonna be surprised when people pick "one" streaming service, maybe "two", and that's it. Then they'll all need to congregate back on the "winners" so they can monitize their content without the expense of running their own service. Most people get sick of paying multiple bills month after month - even worse is auto-pay if there's no cash in the account and they get dinged with an overdraft or money-transfer handling fee. At some inflection point of annoyance some thought will go in to shaking out some of their bill's and stopping subscriptions. Apple's not gonna be happy.