Exclusive deals are preventing it. Media content is resistant to commodification, making it a durable value proposition, and this makes exclusive licensing deals highly desirable - lawyers hired by an upstart aren't going to make a dent in this.

Don't disagree. Just paying lawyers was sort of a facile dismissal on my part. In video content, there's a lot of history that makes it hard to get closer to the way things are in music. Though there are also monetary incentives and practicalities as well.