I wonder if Netflix, in their programming, has really already gone down the road of what an ad-supported streaming service would look like. They don't really have much in the way of premium content or lots of new Hollywood movies (maybe the US is different, I've watched in Canada)

For a premium content provider, ads are a non-starter, here it almost seems like they've oriented themselves towards being a content-shop that just creates some minimum vehicle that gets people to watch ads, before actually having ads.