[TeMPOraL]

What competitive landscape? They're only competing with piracy. Movies and TV shows are mostly non-substitutable, so you almost always have a choice only between a) whichever streaming platform has an exclusive deal on streaming a given show, b) buying physical disks, and c) piracy.

[deminature]

Streaming services are competing with each other, even more aggressively when Disney+ appears on the scene and takes half of Netflix's content. The streaming service with no ads is going to win over the streaming service that has cable-level of ads, unless the show is so good to overwhelm that.