Why aren't these service companies switching to a HTML5 web app though? Wouldn't that allow them to continue their business untouched by Apple?
You're talking about a company that named itself using Apple's product naming convention. They went all-in on the iOS model. They probably hired strictly ObjC programmers, they probably have no business experience with the web either. I'm not saying they couldn't switch, it just doesn't sound like this is the company with the chops to easily do so.
As for Netflix.. if you're talking about their HTML5 player that was in the news a few days ago to be on Chrome OS, that requires a plugin. <video> doesn't support DRM -- and never will/can. I think Netflix may be the one company that is given an exception due to their influence over Apple TV sales.