A few things need to be right
1 - Good material, this means real quality, sourced from producers who know what they are doing. Both Amazon and Netflix have managed this. Personally for me Man in High Castle was worth a watch but The Grand Tour was the clincher.
2 - Widely available, no matter what you have you can get it, this means streaming boxes, games consoles, mobile telephones. I only watch TV if it is on one of the following, if not, forget it. Freesat, Freeview, one of my consoles. TV on a telephone, no chance, PC forget it, I spend all day at work staring at monitors, I want it on my TV.
3 - Easy to buy, Amazon Prime was easy, wife did it on the PC, I literally logged in on the PS4 and was able to enjoy Clarkson Hammond and May just before midnight. I would suggest for Apple to make it even easier to add in support from the main console payment systems.
Oh and for controlling what I watch, easy I don't watch anything with a channel logo, that cuts out a LOT of crap.