That's the core point: There isn't a winner and doesn't need to be one. When you're dividing the world up vertically, you can end up with several superpowers with no real need to have a single winner. Netflix doesn't offer new episodes as they're broadcast. Amazon doesn't have Netflix's originals. Hulu doesn't have most series nor most movies that come out.
In reality, Netflix, Amazon and Hulu, in this regard, aren't going to be fighting for the same spot in the world Microsoft had with Windows. They're going to be fighting to take second place to Comcast (with regard to the content portion of the MVPD business), in a battle for which Comcast is in a pretty sweet situation (since the more streaming business Netflix, Amazon and Hulu do, the more Comcast can charge for broadband, i.e., the pipeline portion of the MVPD business). While Netflix's and Amazon's original programming could eat into the profitability of Comcast's, that's much less of a concern, since there are dozens of producers of original programming that new original programming from Netflix and Amazon may draw business from. I suspect Yahoo Screen, Spike TV, etc., are more concerned about that than Comcast.
