Antenna: bundles make up 33% of new major streaming service subscriptions in the US, and 28% of all subscriptions, up from just 10% of new subscriptions 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.