Streaming Companies Push $20 Bundles to Cut Churn and Lift Subscriptions
Updated
Updated · The New York Times · May 28
Streaming Companies Push $20 Bundles to Cut Churn and Lift Subscriptions
3 articles · Updated · The New York Times · May 28
Summary
Warner Bros. Discovery and Disney found churn dropped so sharply on their joint HBO Max-Hulu-Disney+ package that CEO David Zaslav said executives did a “double take.”
Lower pricing is the main draw: Apple TV+ and Peacock without ads cost $30 separately but $20 as a bundle, giving viewers a cheaper way to keep multiple services.
That success has spread across the industry, with more streaming companies teaming up as subscriber cancellations remain a central threat to growth.
The shift marks a notable change for longtime media rivals, which are increasingly treating bundles as one of the clearest fixes for streaming’s retention problem.