[ghaff]

In the case of Netflix, there are also some distinctions between their strategy and both Google's and Amazon's strategies that can't easily be erased.

Netflix has a 100% subscription model that includes original content plus enough licensed content (mostly TV) to fill things out.

Google is basically an engineering organization (ADDED: that makes money through advertising) that probably doesn't have a lot of interest in becoming a studio or in licensing a lot of content.

Amazon wants to offer subscription video as part of a broader bundle at a price they want to be attractive even for people who don't use the subscription video a lot. And they also want to sell video a la carte whether online or as disks.