I don't think the fragmentation is a problem since the cost is so low. We used to pay a lot more for cable and got less quality content than if we just buy a few streaming services combined. Some players like my Roku (and I think Apple TV right?) allow you to do a universal search too.

Netflix's problem with movies is intractable because you'd have to pay much more than they're willing to charge to make the studios happy. The studios make more money they way they're doing it (they have accountants too).