Neither Netflix nor YouTube would exist if they had to pay for bandwidth at the rate consumers do. If Netflix was sending everything over the regular internet, it would literally break - the only reason Netflix can stream as much as it does is because of caching close to consumers.
"Considering both distributional effects and changes in efficiency, it is a good idea to let companies that send video or other content to consumers pay more to Internet service providers for the right to send that traffic using faster or higher quality service."
I believe Netflix and YouTube and what-not already pay their service providers for the bandwidth they use.