I'd pay more than £40 for it; right now I pay £12/month for a TV licence (basically a BBC subscription fee), £20/month to sky, and £7.50/month to Netflix. I've also paid £7.99/month for Amazon for a few months to try out prime video, but never found it worthwhile. That's just for TV/movie content. I don't want to manage 4/5/6 subscriptions.
Not quite. In an ideal world, I want Spotify for movies (every mainstream movie in the last 40 years pretty much on demand in HQ and reliable access) and I'm willing to pay for it, like I do with Spotify. (I'd be willing to pay Spotify lots more but they don't have a bonus plan to pay more).