42% of Streamers Are More Likely To Maintain Bundled Subscriptions

With subscription fatigue on the rise as budgets tighten, viewers are turning to streaming bundles for better value and variety. In fact, nearly half of streamers say they’re more likely to maintain bundled subscriptions over individual ones — and the data backs it up. Not only have they helped viewers save up to 43% compared to paying for subscriptions separately, but the Disney, Hulu, and HBO Max bundle has outperformed even Netflix in stickiness, retaining 80% of users three months after signup. In other words, all signs point to bundles being a powerful antidote to churn.

That retention isn’t just a win for streamers — it’s a clear signal for advertisers. According to eMarketer, bundles consolidate audience attention across multiple content types, creating a more predictable, brand-safe environment to run campaigns. For marketers, that means steadier impressions, stronger engagement, and cross-platform storytelling — all within a single buy. As Connected TV continues to dominate attention, bundled subscriptions are carving out a central role in both audience retention and ROI for advertisers.

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