Antenna reports that bundled services now account for 33% of all new premium streaming subscriptions in the U.S. This figure rose significantly from 10% in 2024.
Bundles now represent 28% of all active premium streaming subscriptions. This total market share more than doubled over the past year.
Disney and Warner Bros. Discovery are driving the trend by packaging services like Disney+, Hulu, and Max. These companies use bundling to reduce customer churn and attract users in a saturated market.
Consumers receive cost savings and simplified billing through these packages. The shift mimics the structure of traditional cable television.