Streaming Bundles Surge in Popularity

Bundles now account for 33% of all new major streaming service subscriptions in the United States and represent 28% of total subscriptions, according to data from research firm Antenna — a sharp rise from just 10% of new subscriptions in 2014.

The findings highlight how consumers and streamers are increasingly turning to discounted package deals combining services like Disney+, Hulu, Max, and others as the streaming market matures and cord-cutting households seek better value.

Antenna’s analysis shows bundles have roughly tripled their share of new sign-ups over the past decade, reflecting a major shift away from standalone subscriptions. This growth has accelerated in recent years amid widespread “bundle fatigue” and promotional partnerships among major platforms.

As of the latest reported period, bundles make up nearly 28% of the overall U.S. streaming subscription base. Industry observers note that bundled plans often deliver stronger retention rates than individual services, helping streamers combat churn in a saturated market.

The trend underscores broader changes in how Americans consume video entertainment. With households juggling multiple services, bundles offer convenience and cost savings, effectively recreating elements of the traditional cable package in a more flexible, on-demand format.

Additional details on specific bundle performance and year-over-year growth are expected in Antenna’s forthcoming reports.