More and more companies joining the fray. It might be too late, though, as Netflix has a solid lead and a very affordable cost. The inclusion of exclusive content might further favor Netflix, if done right.
Of all this companies, I'd like to see what Google has in mind, as it is the only company I see that could break into the battle and steal the day.
As for Sony, even though I'm a major consumer of their products, I have to say their media services are pretty lackluster.