I'm pretty sure they're just passing along the licensing costs, but as little content as I consume, this is just pushing me towards iTunes where I can outright

I'm pretty sure they're just passing along the licensing costs, but as little content as I consume, this is just pushing me towards iTunes where I can outright purchase what I want, with a little more 'ownership' rights and still spend roughly the same amount per month. For heavier consumers though, $16 + a cheap Netflix streaming device is still a steal compared to satellite/cable and movie channels.