A content service network for providing content-oriented services over the Internet or similar networks comprises a service delivery overlay having a plurality of application servers and a content delivery network overlay having a plurality of service-enabled proxies in content delivery paths between content providers and content consumers. The service delivery overlay and the content delivery network collaborate to provide content-oriented processing, such as adaptive video delivery, content personalization, language translation, etc. The content service network accepts subscriptions from content providers and content consumer. For each subscription, service instructions including service binding data for binding the subscribed services with the subscriber's identity are generated and distributed to the service-enabled proxies. When a service-enabled proxy detects that a message passing therethrough requires a subscribed service, it retrieves service instructions for the service and renders the service either by making a remote call to an application service or by invoking a local execution module.