Why streamers are struggling to make the move to mass market and why that’s dangerous in a time of massive churn, and why Amazon’s new self-serve SMB ad product could really help open up the TV ad market.

As streaming services merge, their recommendation engines need to expand their horizons as well. Brandon Katz explains why.

The six-episode Mike White series The White Lotus ended this week, but not before creating the sort of buzz that many had assumed was no longer possible around a TV show. It wasn’t Game Of Thrones level—that series had almost a decade to build up to the final season—but it was at the level of HBO’s previous buzzed-about limited series, Mare of Easttown.

Apple announced a bundle with Showtime and CBS All Access, and Verizon will add Hulu and ESPN+ to its free Disney+ offering. Let the Great Re-Bundling commence! Well, at least a little bit.

This deep dive uses analysis from Inscape and iSpot to surface viewership trends and advertising highlights around Showtime so far this year.