Netflix doesn't drive demand, the consumer does. Why should Netflix pay for the delivery service at all? Even if they're mailing disks to me, they cover the cost of shipping within the subscription.
If I buy something from a brick and mortar store, the cost of shipping is included in the price. If I buy on-line, the cost of shipping is quoted and I pay it (in the case of "free shipping" the price of the goods has been adjusted to cover the cost). So, I pay Netflix for the content, then pay my provider for the cost of getting it to me. I'll only pay so much, so either I'll switch providers or drop Netflix, either way, the market will sort it out.
The key here is the market......
but a free market has to have willing participants who are fairly compensated and if not opt out.