It does feel to me that this approach might be counterproductive in the longer term. People won’t sign up for multiple services, especially not when times are hard. So if each service restricts its audience, there’s less opportunity for those watercooler conversations that help to swell an audience.
“Have you seen X?”
“No, what’s it on?”
“Paramount”
“Oh, can’t get that, so won’t be watching it”
End of conversation. Audience for X loses another potential viewer.
If these services modified their model, maybe created packages of multiple networks across multiple households, they’d all do better. That’s not the business way though; competition, not collaboration.