Why should the companies pay for it? There are agreements in place for bandwidth between the peering companies and last mile providers. They shouldn’t care how it’s consumed.
The issue is not use it’s prioritization. That’s the danger.
Netflix pays to prioritize their traffic over Discovery+ or your video streaming startup. Now when it’s busy and the pipe is fully consumed, Netflix is perfect and your company is dropping frames and buffering.
I’ve done both with no issues.