According to the latest findings from Hub’s “Best Bundle” study, aggregators are gaining momentum as a central access point for today’s most engaged streaming audiences. With nearly 46% of viewers already using services that combine multiple streaming subscriptions under one interface, the demand for simplicity is proving just as important as affordability. Whether it's Amazon Prime Video, Roku, YouTube Premium, or Apple, aggregators make it easier to find, subscribe, manage, and cancel. That’s the appeal. While bundling remains attractive for cost-conscious households, the main value aggregators offer lies in streamlining the increasingly fragmented streaming landscape.
The data shows that consumers using aggregators are not casual viewers. On average, these users access 9.2 TV sources, including nearly seven paid streaming subscriptions—compared to just over six sources and roughly four paid subscriptions for those who do not use aggregators. These consumers are also more emotionally invested in the medium, with 60% stating that TV is “essential” or “very important” in their lives, significantly higher than the 46% among non-users.
Hub’s research indicates that aggregators appeal most to a specific viewer profile: younger, urban households with children. These users also tend to skew slightly male and Hispanic. Despite their deep engagement, they are not necessarily high spenders. Rather, they are strategic users who maximize value across multiple platforms and manage their subscriptions efficiently.
The study underscores that aggregators are not merely a consumer convenience—they are a structural advantage for streaming platforms seeking to retain and grow high-value subscribers. As content discovery remains a persistent challenge and churn continues to threaten subscriber bases, services that offer intuitive, all-in-one access are positioned to become essential tools in the competitive streaming ecosystem.
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