Studios reportedly are weighing a cut in content licensing to digital networks such as Netflix, in an effort to stem the tide of dwindling interest in traditional TV. This comes at the same time as digital content houses, such as Full screen, are preparing an expansion into consumer-facing subscription VOD portals in direct competition with Netflix, Amazon, Hulu and others. While the industry continues to adapt to consumer trends and chase revenue, a fundamental rule that cannot be ignored is letting consumers watch great content on their own terms.