Audiences increasingly turning to Prime Video, Roku for aggregation
Audiences increasingly turning to Prime Video, Roku for aggregation
Customers want to manage their various streaming subscriptions in one place, and are following through on that desire, according to new data.
Keeping track of various streaming subscriptions is hard, particularly considering how fragmented Hollywood content is. Viewers usually have to keep a floating inventory of several streamers at once to get access to all the content they want to watch, and keeping track of all those services can be a full-time job. New data from Hub Research shows that viewers are increasingly turning to major aggregation platforms to help solve the problem.
Key Details:
- Prime territory: A majority of respondents told Hub they subscribe to a streamer through Prime Video.
- Roku, too: Over a quarter of participants said they used Roku to aggregate streamers as well.
- More AI: The data shows aggregators have an opportunity to guide AI to more subscriptions.
Hub’s data shows that 54% of respondents to its latest survey said they subscribed to at least one additional service through Prime Video’s digital subscriptions hub. That number rose from 50% in 2025; Prime Video offers premium services like Apple TV, Peacock, Paramount+, STARZ, and dozens of others.
Roku is also used as an aggregation platform by a large number of customers. Hub found that 26% of participants said they subscribed to an additional streamer through Roku, helping them keep their bills all in one convenient place. Almost 40% said they also aggregated their subscriptions via an internet/cable/satellite provider.
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The data shows that customers are continuing to choose the convenience of aggregator platforms to help them keep track of their various subscriptions at higher rates. Aggregators like Prime Video and Roku can also offer exclusive bundles of partner streaming services that can’t be purchased anywhere else; Xfinity recently launched a new selection of StreamSaver bundles for its TV and internet customers, for example.
Hub’s survey also revealed where viewers want more AI enhancements. Over 60% of respondents said they wanted more AI with their smartphones and TV sets, a stat that indicates an opportunity for Amazon and Roku to leverage artificial intelligence even further.
The two aggregators may want to consider using AI agents to steer viewers even more toward supplemental subscription options. Prime Video has made significant efforts to add more AI to its platform, and enhancing it further with more tools to steer customers to additional streaming services could be a boon for itself and for partner streamers.
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.