The era of subsidizing subscriber numbers in a free money, growth-before-everything-else market is over. Streaming TV is is now cable and it will be ad-supported (but you can pay your way out of ads).

Amazon aims to show ‘meaningfully fewer ads’ than traditional TV or rival streaming platforms. An ad-free option will be available for an additional $2.99 per month.

TV has been fully unbundled. Which means it’s time to start bundling again.

I put Amazon, Apple, Google, and Roku at the front of the pack of potential bundlers due to saturation and having existing streaming hardware platforms.