How is giving Hulu ad impressions or paying for a Netflix account costing those companies money? I don't see this as being much different than importing DVDs fr

How is giving Hulu ad impressions or paying for a Netflix account costing those companies money? I don't see this as being much different than importing DVDs from the US. With this method someone gets paid, just not the local distributer. But why do they deserve the money anyways if they can't get you the content sooner?