You make a great point. X-ray is a prime example of the potential for extending and enhancing the viewing experience, even with something as simple as a persistent character/cast sidebar. Netflix has a version of this but as a separate site called tudum that feels more like a information dump. And Disney has disney extras which is primarily behind the scenes videos. I suspect it's harder for them to do in platform-agnostic way. Amazon has the benefit of IMDB as you noted, while Netflix, Hulu et al would have to build from scratch.
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