[Horizon]

Agree.

The tv business may not be the core business for Big Tech, but they're outspending the traditional companies now, in several different areas.

It's hardly set in stone and as you say, the companies have different priorities which they can change about. But at the moment, they are spending billions on sports content. I believe that will continue and will impact the existing media companies, like with DirecTV's loss of its sports rights.

And on the last point yes, its all about the "home"" screen. What interface do consumers see when they switch on their devices and who controls that interface.