Apple was able to do this for music with iTunes, and now the video content owners are terrified of giving any one platform too much access and losing control of

Apple was able to do this for music with iTunes, and now the video content owners are terrified of giving any one platform too much access and losing control of the market. By keeping the market fragmented they have more leverage over the platforms (Apple, Amazon, Netflix), and it they hope to gain more control (and money) over the long term. In the short term I think this actually hurts both the platform owners and the content providers because it's so much easier to download the content illegitimately right now.