That's heft even by top-streamer standards: Netflix is spending about $14 million this year, and when Discovery and WarnerMedia merge, they plan to spend about $20 million in the first year.

To attract more advertising, TikTok needs to gain more trust, not just more users.

SVODs' household penetration dipped in Q3, while FAST and AVOD penetration gained. Content plays a different, but still key, role for FASTs.

Disney is also making nice with its box-office partner AMC by sponsoring discounted "surprise" screenings of movies at 200+ AMC theaters Nov. 12-14.

The deal stands to help NBCU drive new prospects to its Peacock service and other streamers that license its content, and Snapchat better compete against TikTok and other rivals for social media users' engagement.

A Barclays analyst cited too little new content as a reason for doubting Disney+'s ability to meet its long-term subscriber target. Then Disney announced that the debuts of several Marvel films are being pushed back, meaning that three instead of four will bow in 2022.

Netflix currently has high saturation among the older demographic, particularly in the U.S. But it may have a tough time keeping them in the face of cheaper competitors that offer sports and news.

Entertainment companies, still in pandemic recovery mode, could see content dry up for their streaming services and their theatrical revenue stream if the sides fail to reach a deal.

That's why predominantly vertical ad-supported streamers like Crackle have been pushing to broaden their offerings.

There were 700-plus Apple product shots across 74 episodes of various Apple TV+ shows, not including audio and plot-connection product placements, according to a "Wall Street Journal" analysis.