Costs are rising once again in the global marketplace, and streaming customers are not being spared the burden of being asked to take on extra cost. Hub Research has published its latest report on the habits of consumers as they try to adapt to a world where increased access to video content is getting more and more expensive, and has shared some of those findings with The Streamable to better illustrate how viewers are balancing their desire to watch it all with a need to save money.

Hub found that viewers are already spending just about as much as they think they can afford on streaming services. Viewers who already have three or more paid streaming services report they spend an average of $72 per month, and are unwilling to pay more. On average across all respondents, audiences spend $83 per month on streaming services, and are at most willing to spend $86 per month.

Price increases have seemingly bombarded streaming customers without relent over the past three years, as each streamer attempts to climb into profitability in its own right. Streaming customers are clearly fed up with that pattern, and can only be pushed so far before they take to methods like sharing passwords or bouncing around streaming services and only staying subscribed long enough to watch a specific show or movie.

Viewers got accustomed to the days when streaming services seemed to offer it all for less. Now, bundles are helping to recreate that experience; bundles allow viewers to save as much as 40% off what they’d pay to sign up for the individual streamers found within separately, and can unlock a wide range of content all for one monthly price. Companies are more and more willing to bundle their own streamers with those originating elsewhere, adding to the convenience factor for consumers.

Hub’s data shows that bundles are having a definite impact on subscriber churn, which is a key number for streaming services to reduce. The survey shows that 42% of viewers are more likely to keep subscribing to a bundle versus an individual service, which makes sense since canceling one streamer in a bundle means you have to cancel them all. Forty-four percent say that a bundle makes them no more or less likely to keep subscribing, which leaves only 14% of viewers who report that a bundle makes them less likely to keep subscribing versus an individual service.

Hub’s data continues to point to the same conclusion: customers need a good combination of a low price and high levels of content to feel as if a streaming product is a good value. Its latest survey asked respondents which attributes have the most impact on the perceived value of a streaming service, and low price was the top answer. But availability of all episodes of a show, and the ability to binge-watch a title, also ranked highly as factors key to determining the value of a streaming service, especially in 2025.

“Emphasizing ‘low price’ and ‘unlimited access’ are evergreen value drivers that streamers can lean into as they manage the ups and downs of new programming slates,” Hub senior consultant Jason Platt Zolov said. “Leaning into attractive bundles of complementary services is proof-positive that combined services bring winning value and even stronger customer loyalty.”

Having it all is the dream for streaming customers, who want to keep paying the same low prices they once did and still access a large amount of content. Even with streaming prices rising, bundles are helping audiences realize that dream in 2025.