[krapp]

>Media companies only need the web for discovery; for display they can release native desktop apps, which can even be launched from the web.

What percentage of consumers exclusively consume media through apps, though?

[kelnos]

Doesn't matter, because we don't currently live in a world where that's necessary. If Netflix/Hulu/HBO/etc. weren't available through the browser, you better believe they'd install the native apps. Sure, there will still be plenty of (mostly long-tail) DRM-free content available through the browser, but the stuff with mass appeal won't lose much of that appeal just because people need to install an app.