Many Existing Disney Bundle Subscribers Left Out of Disney+, Hulu, Max Bundle
Last week's announcement that consumers could now get a bundle of Disney+, Hulu, and Max for as little as $16.99 per month was a welcome one for many cost-conscious cord-cutters. But, there are some surprising limitations to who can sign up for the Disney+, Hulu, and Max bundle, which is likely proving frustrating for many people already signed up for other versions of The Disney Bundle.
Key Details:
- Consumers can now sign up for a bundle of Disney+, Hulu, and Max for as little as $16.99 per month.
- Existing Disney Bundle Duo subscribers can add Max for just $3 monthly.
- However, existing Hulu + Live TV and Disney Bundle Trio customers are unable to add Max to their subscriptions at the discounted price.
Disney has long made bundling a central part of its streaming strategy. From ad-supported and ad-free versions of the Disney Bundle Duo to the Trio Basic and Trio Premium options to getting Disney+, Hulu, and ESPN+ for free with a subscription to Hulu + Live TV, the company has made it a priority to get customers signed up for as many interconnected streaming services at a discounted price as possible. The goal of these bundles — and bundling in general — is to make the network of services so engrained in the entertainment habits of customers that canceling becomes inconceivable.
However, at the launch of the new bundle that includes Warner Bros. Discovery’s flagship streaming service, there are many existing Disney streaming customers left behind. While subscribers to the Duo Basic plan — which includes ad-supported Disney+ and Hulu — and the ad-free Duo Premium plan are able to add Max onto their subscriptions, other current customers do not have the same flexibility.
At launch, there is no option for Hulu + Live TV customers to benefit from the Max bundle, despite being signed up for all of the company’s other streaming services. While these consumers are able to add Max to their Hulu + Live TV subscription, it is only as an add-on for either $9.99 or $15.99. The ad-supported tier is the same price for Hulu + Live TV customers as it is by signing up for Max directly, while the ad-free option is $1 cheaper than getting it on its own.
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The Streamable reached out to Disney in hopes of learning more about whether existing or future Hulu + Live TV customers would eventually be able to add Max into the mix but were not giving much detail.
“At launch this bundle is simply an ad-free or ad-supported option, nothing to share related to Hulu + Live TV at this time,” a Disney spokesperson told The Streamable.
Unfortunately, Hulu + Live TV customers are not the only ones being left out. Those who are already signed up for either the ad-supported Trio Basic or ad-free Trio Premium, also do not have an option to opt into a bundle with Max. Disney did not provide any additional information when The Streamable inquired about the potential of these Disney Bundle customers eventually having the opportunity to add Max to their subscriptions.
Additionally, the way that WBD and Disney are marketing the bundle is somewhat disingenuous as their claims of 38% discounts do not factor in the existing Disney Bundle options that make it almost impossible for consumers to sign up for Disney+ and Hulu independent of the other.
The Streamable’s Take
It is possible — and probably even likely — that Disney will open up this option to Hulu + Live TV and Trio bundle subscribers eventually, it is surprising that the company is leaving its most bundle-receptive customers out in the cold at launch. There might be contractual or technical limitations that have thus far prevented this from happening, but considering that Max is available as an add-on for the live TV streaming customers and the Disney+, Hulu, and Max bundle doesn’t require any specific integration, it seems that the reasoning must either be contractual or strategic.
Since both Disney and Warner Bros. Discovery are actively looking to secure their respective places in the increasingly tumultuous streaming landscape, it would seem logical that they would want to give consumers as many options as possible to sign up for the expanded offerings. Studies have long shown that bundling is one of the primary ways that entertainment companies can increase both retention and engagement. So, it seems that it would behoove both Disney and WBD to figure out how to make this work for all Disney Bundle customers.
While those who had previously signed up for one of the Disney Bundle Duo plans consisting of Disney+ and Hulu are likely interested in adding a third entertainment streamer in Max, Hulu + Live TV and Disney Bundle Trio subscribers are already embracing bundling as much as Disney allows. So it would seem counterintuitive to leave them out of something that would theoretically increase revenue and reduce churn.
Disney+ Hulu Max Bundle
Get 3 great streaming services at a 34-38% discount with the Disney+ Hulu Max Bundle. You’ll get family-friendly favorites, blockbuster movies, live sports, and the best dramas on TV. Sign up and stream the biggest hits from Disney, HBO, FX, Pixar, The Muppets, Star Wars, and Marvel. It’s an enormous library of TV and movies and one of the best values in streaming.