Despite Apple's 1 billion device user base globally, will its iOS device-only reach limit its initial growth? Will its lack of original content and library (not to mention no licensed content as yet) prove liabilities? Predictions are all over the place.

Facebook's proposed $40 million settlement and advertiser pressures may help ensure greater metrics transparency going forward, but the "safety" issues surrounding video and other content are the toughest and most critical of all.

The market is "telling television to change quickly," but is leery of streaming, says TV and radio analyst Marci Ryvicker. Her advice: "Do something different" -- meaning develop emerging advertising opportunities.

During mid-August to mid-September, content heavily drove searches for upcoming Disney+ as well as Netflix and Amazon Prime Video, but price was the dominant search driver for Apple TV+.

The cost threshold is somewhat higher than recent research among all adults. Disney+ fared best among yet-to-come streaming services.

The use of new-breed tech capable of reducing video delays and multi-device playback problems is on the rise, the latest Bitmovin video developer survey finds.

It's the first original content from the Walmart-owned ad-supported streamer, which is wooing advertisers with large-scale, transaction-based targeting and shoppable ad formats.

Between 30% and 80% of location ad spend is being wasted due to inaccurate, poor-quality, and fraudulent location data, according to an analysis by data intelligence company Location Sciences.

Apple TV+ may be priced at $9.99 per month. Disney+ will be available on Android, iOS and other major platforms.

Advertisers and platforms would do well to pay close attention to Ipsos's revealing data about the spending and influence power of affluents who are heavily into streaming services.