May 16, 2025

2025 THE BEST BUNDLE

2024 saw a wave of new streaming bundle announcements that have captured consumers attention:  Disney+, Hulu and Max for $16.99 (w/ ads), discounted offers through Amazon Channels (like Max/Starz for $20.99 (no ads), and other sports-focused bundles (e.g. DirecTV’s MySports), to name just a few.  As streaming prices have continued to rise for consumers, the power of lower-priced bundles and consolidated billing is an attraction that helps acquire new subscribers and keep existing subscribers stickier over time.  The growing popularity of free video services like YouTube, Tubi and Pluto are also satisfying price-sensitive viewers with additional content that delivers well on niche interests and genres.  Above all, as viewers struggle to find desired content across so many services, the power of bundles to help integrate content and streamline search and discovery is a value-add that viewers crave.

Hub’s annual Best Bundle study will continue to identify how TV consumers are prioritizing different combinations of content and navigating this complicated landscape. What mix of video services best meet their viewing needs? What are the most common combinations of platforms, including configurations of linear vs streaming services, ad-free vs. ad-supported and other free services?  We will also pay particular attention to the impact of sports (e.g. NFL on Netflix, Tubi) and live events in driving interest in different services.

Source: Interviews with 1,600 U.S. TV viewers with broadband access age 16-74

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