At this point companies like Netflix will probably do just fine (that's why they are not pressing as much about it), because of the popularity they might not even be requested to pay anything.

The issue is for companies that will try to exists after that and would offer better service than Netflix. They won't succeed because: "well, the service might be cheaper and offer more shows, but it is dogshit slow and unusable/goes against my datacap so why should I use it?"