It's a reasonable expectation for original content that they produce themselves. The problems start when you enter into byzantine licensing agreements with third party producers that insist on all sorts of complex agreements that are only valid within certain regions. It gets worse when those producers start delegating to even more subcontractors.

It's kind of backwards to be doing business this way. There are plenty of Youtube channels that have a wider reach than many TV shows with millions of subscribers and views per video. The trick is simply to ensure you have copyright for all content that you create plus a world wide distribution license for any third party content embedded in that (e.g. background music). This is basically how Netflix works these days and one of the reasons they are mopping up the media market that is still focused on creating and selling content for individual TV channels.