Every content owner gets to decide if/how/and how much they want to be paid. Some owners still like the cable TV model where they only have to deal with a relatively few cable companies. Others have embraced a direct to end-user streaming model, with whatever they believe is a good income model (payments, ads, both).
This is certainly a complicated time to be a content owner. All the traditional outlets are still around, plus the streaming ‘cable replacement” companies, plus the option to create your own app on at least 10 different operating systems that are all continuing to evolve. For example, Showtime Anytime has been around for years, but have announced that that ends (on every streaming platform) tomorrow.