The local cable or fiber optic internet provider would prefer if their customers had to purchase their TV content directly from them since they invested in the physical network. But they are regulated and have to allow their customers to be able to purchase content from competitors like NetFlix.
The local cable or fiber optic internet provider had to get an exclusive monopoly agreement from the regional government to operate. That's how it works in the USA, at least. In other countries, things might run a tad different.
For rural areas, you have ZERO CHOICE for an internet provider, as cell service for "unlimited data that in reality throttles after 20 GB" is...iffy at best. In rural areas, it's cable company or nothing, even if you've successfully "cut the cord" from your cable company and only need them for internet.