This isn't a very good article. The analysis of the issue is very shallow and the author is stating the obvious: 'It would be easier for users if everything can be found on one service that costs $10/month' and 'more publishers are getting into their own streaming business and that is the opposite'. Yes, thank you, we are all quite aware of that.
That being said I am surprised by the comments here. Quite a few people seem to be arguing FOR a situation where lots of content leaves bigger providers so that it can be hosted in separate streaming services like Disney is now doing. Why? Are you all just being recalcitrant or am I to believe that you'd prefer paying (3 * $10)/month for a decent content coverage (assuming 3 different providers) instead of just $10/month? .
Another strange 'opinion' that is being shared here is that it would be better to pay only for the things you want to watch. a. This has been around for quite a while already, so it is unclear to me why this is being brought up as something that Netflix should do suddenly and b. I don't see how this would be an alternative to someone who is happily paying Netflix's ~$10/month. I myself find that a big value that Netflix has for me is the complete library of movies, series and stand-up they have and that I can freely watch anything they offer without having to pay for individual viewing sessions. I, for example, often put on something I have already seen or some stand-up while doing chores around the house. I would never do this if I had to pay for this content on top of what I would already be paying for the things that I actively watch.
Apart from the practical implications of pay-per-view in my example I also think that the quality of the content would suffer. Right now it is very easy for me to watch some experimental content on Netflix. Some Netflix originals are not your typical series or film and I quite enjoy the more different content as an addition to the more popular series. If people will have to start picking the things they want to watch and pay for every view these series will not get watched at all and therefore not be made at all. The advantage that Netflix has is that they try to persuade people to come to them for a variety of content that is interesting and unique to Netflix. This is how they grow and retain their user base. If you get rid of this model and start asking people to pay-per-view there would be no reason for them to keep making their own unique content anymore as you'd choose your provider on a view per view basis.