Digital publishers and online creators could be making nearly 2.5 times more from video advertising than they are, a new study says. Poor metrics that advertisers don't trust are a big part of the problem.

Getting subscribers in the door is an existential issue for niche services amid brutal competition. At the Future of TV conference, marketing and business-development executives offered nine tactics crucial to survival amid that competition.

Apple is giving away a year of free TV+ service for anyone who buys its hardware. That could bring 100 million or more users onto the service, even with conservative math. How do we value those customers versus all the competition?