With millennials coming of age and becoming a force in the marketplace, cord cutting will continue to grow. Original content channels and series that can be accessed outside of mainstream cable have gotten significantly more popular in the last few years, and there is money to be made for the content providers.
Netflix is the most obvious example of a brand stepping outside of its original niche, and it has proved to be a prudent move thus far. Despite investing a reported $100 million into House of Cards, Netflix can expect to make a large profit on the show and not have to pay a fee back to others just to stream the content (like they do with other movies, TV shows, etc).