The introduction of new bundled streaming packages over the past two years has pushed consumers toward a great “re-bundling” of services, delivering improved value and retention reminiscent of cable long ago. Traditional distributors like Spectrum and DirecTV offer attractive streaming bundles built on top of primary internet services. New sports streaming packages like ESPN and FoxOne are delivering sports fans new ways to follow favorite teams. Most recently, YouTube has re-configured their live entertainment, news and sports TV packages to deliver multiple options for streaming-first households. All of these options bring together a breadth of attractive entertainment at a $50-$75/month price point.
In addition to these new bundles, aggregators like Amazon and Roku have made it easier to bring together different free and paid SVODs in one place. Bundled plans combining top services like Disney+ and HBO Max have proven successful in combining top streaming brands in more affordable ways.
As viewers struggle to find desired content across so many services, Hub’s annual Best Bundle study will continue to identify how TV consumers prioritize different combinations of services and content to meet their viewing needs. How many total services are needed? What’s the right mix of free vs paid services, across both traditional and streaming? What kinds of programming do viewers value more than others in choosing services?
Source: Interviews with 1,600 U.S. TV viewers with broadband access age 16-74
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