Will cord-cutters' frustration with too many services push traditional pay-TV operators and streaming services to cooperate to offer converged bundles?

The year-end flurry of OTT, CTV and addressable deals, partnerships, and new solutions and metrics speaks to an industry scrambling to take shape, and to the bumpy road ahead in the coming months.

The streamer is demonstrating the power of OTT, on-demand user data and machine learning by enabling less disruptive--possibly even welcomed--ad messaging and offers to the binge watchers who account for half of the viewing hours on its AVOD version.

A new Deloitte U.S. consumer survey points to rapid adoption, but as always, there are "ifs."