Kelly LawlerUSA TODAY
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Let's get ready to bundle.
At least, that's what your favorite streaming services want you to do. We're entering a new era of the television business as many major streaming services, including Netflix, Max, Hulu, Amazon Prime Video and Peaco*ck, try to find a way to make money and keep loyal subscribers in the increasingly crowded field of streaming TV. One strategy? Make everything old new again, and embrace the bundle.
You remember the bundle: You probably last thought about it when your cable subscription was the dominant way you watched TV – at least, if you're old enough to remember that, so probably not you, Gen Z. You would pick your bundle based on how many channels you wanted. Did you spring for the package with Nick Jr. and MTV2? Did you add on HBO? Ah, times were simpler then.
But over the past decade, cable has been on a steady downward spiral as companies and consumers went all in on streaming TV. Now, every major conglomerate has its own streaming service, and TV watchers are staring down the barrel of ever-increasing monthly subscription fees that can add up to hundreds of dollars. Something had to give.
Enter the streaming bundle. Instead of paying $15.99 for Disney+ and $18.99 for Hulu separately, now you can get them both for $19.99 through the Disney bundle. Who wouldn't go for that deal?
So as streaming TV continues to evolve and change, now is a good time to break down all things bundles so you can make informed decisions about your subscriptions. Maybe you didn't even realize you could be paying less than you are now.
What is a streaming bundle? Why are streamers doing it?
"Bundling" simply refers to the practice of offering access to multiple streaming services for a single, discounted monthly fee. The major bundles are: Disney+ and Hulu; Disney+, Hulu and ESPN+; Disney+, Hulu and Max; and Xfinity Streamsaver (Peaco*ck and Netflix with ads and Apple TV+).
Streamers are turning to bundles as part of an overall strategy shift in the industry after Netflix lost subscribers in 2022 and the old business model of spending an exorbitant amount of money on an unbelievable amount of new content proved unsustainable. Streamers are trying to lure more subscribers and keep them longer, and research shows bundle subscribers are less likely to cancel their services.
"Data indicates that bundling services can help mitigate churn (of subscribers)," says Catalina Skramstad, senior vice president of marketing and partnerships at streaming analytics firm NPAW. "Disney’s bundle offers consumers perceived value, which helps retain subscribers even as individual prices increase."
How much do streaming bundles cost?
They definitely save you money, which is always a good thing. The question for individual consumers is whether you get your money's worth from all the services included in the packages.
Here are the prices for the major bundles:
◾ Disney+ and Hulu: $10.99 (ads) and $19.99 (no ads)*
◾ Disney+, Hulu and ESPN+: $14.99 (ads), $24.99 (no ads on Hulu and Disney+)*
◾ Disney+, Hulu and Max: $16.99 (ads) and $29.99 (no ads)*
◾ Xfinity Streamsaver (Peaco*ck and Netflix with ads and Apple TV+): $15**
*Prices as of Oct. 17.**Only available to Xfinity broadband internet subscribers
How do bundles compare in price to individual services?
Here are the prices of individual services and bundles, compared:
What about bundling with cellphone service, Walmart+ or other purchases like that?
You can also get discounted or free streaming services through other providers. Some Verizon Wireless data plans include the Disney bundle, and Paramount+ is free with your Walmart+ service. These are good cost-saving ideas for consumers, but come with a lot of caveats. Sometimes the free or discounted streaming services only are valid for a year, and the offers are constantly changing.
Are more bundles coming?
No further bundles have been announced by the major streamers, but expect more in the coming years. Businesses love to copy each other: Netflix cracked down on password sharing and several other streamers soon followed. Disney, Warner Bros. Discovery and Fox are collaborating on a new sports streaming service, Venu, which is essentially a single bundled streaming service, debuting this fall.
