TikTok and other social platforms are pushing quickly into shoppable content capabilities, opening new vistas for brand promotion and, of course, actual sales.

The chief business officer sees AVOD starting to gain advantage in an "all out war" with SVOD, big growth in user-initiated formats, a continuing explosion of native advertising, and unprecedented demand for trusted content.

The removal of Roku-owned Dataxu from Amazon Fire TV's third-party DSP programmatic buying service means only The Trade Desk and Amazon's own DSP have access to Fire TV's inventory.

Michael Cavanagh says the plan includes $2 billion in investments (including "meaningful marketing") in the first two years, and confirms a core AVOD model, but free to consumers only in "certain circumstances."

Set-top-box integration deals with more than 100 big pay-TV operators around the world have made Netflix an option in many major global markets -- a still-growing prospect pool that's a powerful weapon in its drive to continue rapid global growth.