Ostensibly, this market fragmentation was forced by legislative fragmentation. However, excuses are wearing thin: the EU market, for example, is now unique, if distributors actually wanted it to be. But they don't. Because distributors are the fat middlemen without a real future in the digital economy, so they'll try to squeeze every last drop of cash before they're forced out, exploiting every monopoly and every loophole they can. It's up to productions and audiences to bypass them as much as they can.
Publishers want the status quo because they make multiples of licensing income on the same content, and established distributors want the status quo because they fend off competition (and lock in their customers) from new global competitors who have better business models.
I can see why content producers may want these new deals, to get better control, but don't count on anyone else in the gravy train media chain to do anything other than fight new models tooth and nail until the bitter end.
