Audiences want bundles with more than just streaming
Audiences want bundles with more than just streaming
A new report from Horowitz Research shows that audiences are still hungry for more options and convenience from their bundles.
The convenience of a bundle is hard to ignore. It’s a highly compelling factor for consumers who find themselves squeezed from just about all sides by ever-increasing prices these days. Now, new data from Horowitz Research has provided new details showing that consumers are interested in bundles that provide access to (and discounts on) more than just TV streaming services.
Key Details:
- Choices, choices: Two-thirds of viewers say they would be likely to switch to a bundle with various digital services.
- Savvy streamers: Streaming audiences desire more varied bundles at a rate of 71%.
- Which bill is where?: Over 40% say that keeping track of their various subscriptions is a challenge.
The data from Horowitz shows that 66% of American consumers say that they would likely switch to a bundle from a single provider that offers streaming, music, smart home, security, and fitness services. While these bundles would require a level of cross-company collaboration not currently seen often around the business world, it appears that there would be significant interest in such an offering. Horowitz’s study shows that across demos 71% of respondents would be interested in such a bundle.
Families with children in the home desire cross-service bundles at an even higher rate of 76%. Considering the convenience that would be involved in these bundles, this is hardly a surprise. Fifty-six percent of all those surveyed by Horowitz say that they wish they had one centralized place to track subscriptions, and 41% say keeping track of their various accounts across apps is currently a challenge.
Many streaming viewers are already comfortable with the concept of bundling, thanks to aggregation platforms like Roku and Prime Video, or products like the Disney Bundle.
“We are already seeing bundled offers across not just video streaming, but other digital services, as providers look to amplify perceptions of value and help customer retention,” Horowitz EVP Adriana Waterston said. “The real need is not just for bundles, but for aggregation: Unified cross-platform experiences so that consumers can seamlessly enjoy, interact with, and manage any and all of their digital services wherever they are, on whichever device. This means that media and tech companies will need to collaborate not just in terms of pricing/bundling strategies, but in terms of how their operating systems and platforms play nice with each other.”
The data from Horowitz is backed up by a 2024 survey from Hub Research, which found that more than 70% of consumers wanted a centralized location to keep and manage their subscriptions. A platform like Amazon Prime could be instrumental in bringing such bundles to market, since it already has relationships with retailers and service providers from across many different market segments.
The data is quite clear: consumers want to be able to keep more of their digital services in one place. The first company that provides real opportunities for such bundles could quickly find itself indispensable to streaming audiences.
Prime Video
Prime Video is a subscription video streaming service that includes on-demand access to 10,000+ movies, TV shows, and Prime Originals like “The Lord of the Rings: The Rings of Power,” “Jack Ryan,” “The Marvelous Mrs. Maisel,” “The Boys,” and more. Subscribers can also add third-party services like Max, Showtime, STARZ, and dozens more with Prime Video Channels. Prime Video also offers exclusive live access to NFL Thursday Night Football.