Peter Kafka, writing for Re/code:

But Apple didn’t extend its 30 percent policy to developers on its Apple TV platform. While Apple and its partners have never talked about it publicly, my understanding is that a handful of video services, including Netflix, Hulu Plus and pro-baseball’s MLB.TV, give Apple 15 percent of their monthly fees for any subscriber who signs up on Apple TV.

As Peter points out, this is a significantly better deal than the 50% that pay TV providers usually charge networks like HBO. That means these networks can charge less to the customer than they do through TV providers and still end up with a lot more money at the end of the transaction.