Disney+ will surpass Netflix by 2028, despite Netflix's addition of 60 million subs, per the latest projections from Digital TV Research.

The timing is intriguing: The vMVPD suspended the monthly payment term option right before the Super Bowl, and is now reinstating it.

Netflix's social engagement numbers continued to be robust in 2021 - although some newer competitors rivaled its share while churning out considerably less content.

Marketers should also be concerned about schemes that allow millions of surreptitious users to avoid subsidizing -- or at least providing user data -- to the media companies advertisers depend on to gain exposure via legitimate distribution channels.