Is Netflix, Amazon, Vudu, Hulu and other online video providers heading to a differentiation war cable channels went through at the end of the 90s?

With more companies like Amazon and Hulu joining the monthly subscription model that made Netflix online a huge success it seems that the industry is heading towards a war for the $10 or less a month subscriber. As studios license the same content to everyone online streamers will need new ways to differentiate their offers. Amazon opted for bundling video service with their Amazon Prime offer. Others like Youtube have been busy trying to ink deals with NBA and NHL to offer live sports and Youtube also recently acquired Next New Networks an online video production company. It's just a matter of time before one of the streaming services signs a deal with a major production company like DreamWorks or maybe hire an A-star actor or famous writer  and off they go creating exclusive online content that will be watched by millions worldwide. The cable industry went through this cycle already around 1999 when HBO launched the Sopranos rewriting the rules of "exclusive" content and passed from being just another movie aggregatorto the series powerhouse it is today. Other channels like Showtime and A&E followed along. Nowadays pretty much every channel has some form of exclusive content. Going back to the online streamers if we assume it's like 90s for them what we will see in the next decade it's the birth of a new multi-billion dollar online-first content industry that will flip upside down the famous true-and-tried Hollywood release windows to something where online content will precede all other distribution channels.