According to an Ampere Analysis report, offering streaming services in bundles increases the perceived value for subscribers.
In the U.S., 47% of subscribers say they would continue paying for a bundle even if they don’t use all of the services.
52% of U.S. video streaming subscribers say they are likely to cancel a service within the next 12 months. For those with five or more subscriptions, this figure rises to 85%. 45% say it is difficult to keep track of so many subscriptions. 48% subscribe, cancel, and resubscribe to services as and when they need them.
- Hard bundles: Cannot be changed; extra services are mandatory: makes subscriptions “sticky.” (36% of all bundles in the US)
- Add-on bundles: Users can choose the services they want: convenient single billing. (54%)
- Soft bundles: Some extra services are optional: provides flexibility. (10%)
65% say it is important that a bundle provides value for the entire household. 69% say they would try a service included in a bundle if they hadn’t heard of it before. The 2024 Disney+, Hulu, and HBO Max partnership led to more than a 10% increase in HBO Max subscriptions.
