I think in the next 5 years or so, the cable companies and telcos will become just plain old broadband providers. Yes, they will offer their own OTT services (possibly for a reduced rate, and other online-based services), but all video content will come via the internet rather than a traditional cable system. It will be up to the user to subscribe to the service that most closely matches what they want, taking DVR service, On Demand, TV Anywhere, and channel availability into account. You pick your device, then subscribe to the app(s) that get you the content you want.
I just don't see a point in the current transition of truly a la carte channels or apps. Hulu is a great start, but they are missing current episodes of many programs, and missing many content providers alltogether. With the proliferation of online content providers, it's going to be essential to subscribe to several services to cobble together the content that you want, if you want the current, popular programming.
I dropped cable earlier this year, and Playstation Vue provides me with nearly all of the content I'm looking for. Coupled with Netflix, I'm pretty well set. But, Hulu has their own original content, Amazon has their own, and now CBS is developing their own for their service. It can get a bit pricey to get everything you think you want.