New streaming bundles launched over the past year by both distributors and streamers are generating strong returns in 2025. These bundles feature cable TV packages that include Disney+ and Max, and opportunities to buy competing streaming services directly in new bundles (e.g. Disney+, Hulu, Max bundle w/ ads for $16.99). As consumers face upcoming tariffs and other increases in household spending, Hub Entertainment Research’s annual “The Best Bundle” study confirms that new bundles give consumers valuable ways to optimize their entertainment spend.
In 2025, the number of consumers paying for three or more major streaming services declined. Steady price increases since 2024, combined with broader economic concerns, have led many to question the value of maintaining multiple subscriptions. Just 52% of consumers now report having three of the “Big 7” SVODs—Netflix, Amazon Prime, Disney+, Hulu, Max, Peacock, and Paramount+—down from 61% the previous year. With each platform offering a vast library of content and free services like YouTube and Tubi adding to the mix, many viewers are becoming more selective about what they’re willing to pay for.
In 2024, package deals emerged as a major factor driving new streaming subscriptions, surpassing even the draw of exclusive shows. While viewers once gravitated to platforms for specific titles, this year’s surge in sign-ups for services like Prime, Hulu (now bundled with Disney+), and Max has been largely fueled by bundled offers and multi-service discounts.
Aggregators are gaining traction by solving a key problem for consumers: simplicity. As viewers juggle multiple streaming platforms, many feel overwhelmed by the hassle of managing them individually. Services that streamline this process—letting users manage and pay for several subscriptions in one place—are proving highly appealing. Nearly three-quarters of consumers find this kind of centralized access attractive, and 24% say they’d be likely to sign up for such a service.
Consumers who use aggregators tend to subscribe to significantly more streaming services than those who don’t—a clear sign that bundling works. Platforms like Amazon Prime Video Channels and the Roku Channel store make it easy to purchase and manage multiple subscriptions in one place. As a result, users of these aggregators subscribe to nearly three more services on average compared to those who pay for each platform separately.
"The promise of entertainment bundles is nothing new," says Jason Platt Zolov, Senior Consultant at Hub. "Attractive packaging and pricing of services has always provided more value and simplicity for consumers - and recent efforts at places like Spectrum to provide these attractive bundles are making headway. We can certainly expect more subscriber growth and retention in 2025 as a result of these bundling efforts."
“Bundles and aggregation are the most important way that streaming platforms can compete with Netflix or YouTube,” said Jon Giegengack, Principal at Hub. “But it’s critical to remember that the appeal of bundling goes beyond price. The biggest reason people like using aggregators like Amazon Channels is that they can discover and watch content from multiple services, all in one place.”
These findings are from Hub’s 2025 “The Best Bundle” report, based on a survey conducted among 1,600 US consumers ages 16-74 with broadband access. Interviews were conducted in April 2025.