Licensing for Power BI Embedded Analytics?

Hi,

I'm trying to make sense of the different kind of Power BI Embedded SKUs and what they are good for. As far as I understand if I want to make use of Azure AD Authentification I have to use "user owns the data" method, since the user has to login instead of using a app registration. For this scenario I can only use Power BI Premium Capacity, since Power BI Embedded is not supporting "user owns data". There are two SKUs to choose from EM-SKU and P-SKU. So I have a custom application, where I want to embed reports and make it accessible for internal audience, that have to login with Azure AD first. 

1. What I don't understand here, the internal audience who will access the reports later on don't need a power bi license right? Or is it only for P-SKU and not for EM-SKU (just view the reports not access power bi applications)?

2. Is EM-SKU enough if the audience should only view the reports or do you need a P-SKU for that?

3. Only for publishing you need a power bi premium license?

4.Is it also possible if you have a pro license? 

5. In this link under comparison of both methods: https://learn.microsoft.com/en-us/power-bi/developer/embedded/embedded-analytics-power-bi#embed-for-your-organization. What is meant with "Each app user needs a Power BI license"? I thought according my understanding above, the audience does not need a license?