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.