While I think that's part of it, I also don't think that the movie and record studios are really pushing for a reform either.

The largest studios could, in theory, go to the EU with a proposal for how they would like a single market for movies and music to work. They won't because they like the ability to have differentiated prices. Having to sell a movie in Sweden for the same price as in Slovenia translates directly to lost profit. Selling in Slovenia at Swedish prices results in lower sales figures and more piracy. So I doubt the big players are all that interested in help the EU on this one.