[arien]

But you use the service, just not 24/7 or to the maximum capacity. And you might subscribe because it gives you other benefits.

E.g. I have an Office 365 subscription. I haven't used Office in forever, but it comes with 5Tb of OneDrive space (family account), so I keep the subscription to store my photos. However, I've filled less than 100Gb so far and I'm sure my family has even less than that. Same thing with Prime, some months I buy a few things things, others nothing at all. But I know that every package arrives the next day, so I keep the subscription.

TV content is a bit special in this regard, true. However... If you keep binge watching, how long until you have nothing else to watch? Would you not cancel your service, then? The service is then _forced_ to keep delivering new quality content at the same speed that you watch it. Maybe Apple doesn't want to play that game.