Streaming Bundles Now Drive a Third of New Subscriptions
Bundle deals account for 33% of new major streaming subscriptions in the US, tripling from just 10% in 2024.
Streaming bundles are eating the market. According to data from Antenna, reported by the New York Times, bundled subscriptions now represent 33% of all new major streaming service sign-ups in the US. They also make up 28% of total active subscriptions.
That's a dramatic surge. In 2024, bundles accounted for just 10% of new subscriptions. The growth signals a fundamental shift in how consumers are choosing to pay for streaming.
The trend has turned longtime rivals into reluctant partners. Warner Bros. and Disney — fierce competitors for decades — have both struggled as standalone streaming economics proved brutal. Bundling offers a lifeline: lower churn, shared acquisition costs, and a value proposition that keeps subscribers locked in longer.
The streaming wars aren't ending. They're just consolidating into package deals.