Julia Stoll
Research expert covering TV and video media
Video streaming bundles and consolidations in the United States - statistics & facts
A new era of streaming video has arrived. Several video streaming providers recently announced that they would bundle their services – but this approach is not completely new. Large media and technology companies have already consolidated their own platforms, with for example Apple merging its various media services into Apple One or Disney offering a Disney+, Hulu, and ESPN+ bundle. Even competing direct-to-consumer services are entering into partnerships in an effort to reduce churn and increase profitability. Furthermore, traditional pay TV and broadband providers, like Comcast, are starting to combine their networks with video streaming services to a mega bundle. This concept appears to be well received among consumers as they are increasingly looking for ways to cut their costs and watch their favorite content all on one platform.
With ever-increasing costs, not signing up for video streaming subscriptions separately, but combining services into a bundle, seems to be a preferable option for consumers at present. Bundles offer consumers better value for money and easier access to their favorite programming all in one place, and surveys revealed that the demand for such packages will likely further increase as platforms seek new options to prevent subscriber churn.
The one platform experience
One of the biggest complaints among video streaming consumers is that content is divided across several platforms. Over one in four American streaming subscribers responding to a 2024 survey revealed that it is getting too expensive to pay for all the movies and TV shows they want to watch, and 38 percent wished to have all their favorite TV series on one platform. Indeed, an analysis from January 2024 showed that the combined monthly cost of the seven most popular ad-free subscription video-on-demand services reached a value of nearly 100 U.S. dollars. Fans of the National Football League (NFL) had to pay even more if they want to watch each game in 2024. Disney, Warner Bros. Discovery, and Fox seized the opportunity and announced the launch of a united sports-related streaming service called Venu Sports for fall 2024. Analysts suggest that the new bundle could cost an estimated 40 U.S. dollars per month, far less than what other providers offer. Additionally, the entertainment giants are forecast to control over half of the sports rights market with their move.Telecom bundles boost SVOD growth
Streaming-only bundles are considered to be the most relevant development of the market. However, according to a survey among leading global media insiders in early 2024, SVOD services bundling with telecommunications providers are also increasingly important. Comcast recently joined the race for streaming partnerships, with a package including Peacock, Netflix, and Apple TV+ for a reduced price, as their cable TV networks are gradually losing subscribers. A survey from late 2023 found that around one in four U.S. adults preferred such a bundle. Younger generations are, in particular, interested in subscribing to streaming platforms through a price promotion with telecommunication providers.With ever-increasing costs, not signing up for video streaming subscriptions separately, but combining services into a bundle, seems to be a preferable option for consumers at present. Bundles offer consumers better value for money and easier access to their favorite programming all in one place, and surveys revealed that the demand for such packages will likely further increase as platforms seek new options to prevent subscriber churn.
