Reports Video

Bundling 2.0 Pivoting the cost-of-living crisis into a cross-entertainment growth opportunity

Report by Tim Mulligan and Ben Woods
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20,000 foot view: Bundling can ease pressures caused by the cost-of-living crisis by delivering consumer choice and stable recurring revenues for TV-streaming services. This is not a return to the pay TV model of old, but a simplification of a fragmented entertainment landscape to support streaming TV’s route to profitability. Consumers want bundled access to multiple TV-streaming services via a single monthly payment. Super aggregators are best placed to deliver but must shift TV streaming away from the unpredictability of monthly billing to stabilised annualised payments. In this business strategy report, we evaluate the bundling options on offer and explore how cross-entertainment bundles will reshape the consumption of video, audio, live service games and interactive experiences. This report includes an accompanying case study: Virgin Media stream: Flexible bundling dynamics for cost-sensitive consumers.

Key data and insights included in this report:

  • Why are video subscription bundles on the rise?
  • What type of bundles are there for video services to consider?
  • What are the strengths and weaknesses of each type of bundle?
  • Q2 2023 weekly active user penetration of Netflix, Disney+, Paramount+, Hulu, Peacock (US only)
  • Q4 2023 types of bundle offers consumers are most interested in (UK, US, Canada, Australia)

Data is available by all consumers, by age, by gender and by weekly active user base of the services above

Companies and brands mentioned in this report: Amazon, Amazon Prime Video, Apple One, Apple TV+, Comcast, Cyberpunk 2077, Disney+, Dungeons & Dragons, Halo, Hulu, Idris Elba, Lloyds Bank, MyBundle.TV, Netflix, Paramount+, Peacock, PlayStation+, Sky Glass, Spongebob Squarepants, South Park, Spotify, TriviaVerse, Virgin Media O2, Virgin TV, YouTube Music, Xbox Games Pass