A new study from Horowitz Research reveals that two in three American consumers—66%—would consider subscribing to a bundled video service that offers a mix of subscription video-on-demand (SVOD), ad-supported video-on-demand (AVOD), and free ad-supported streaming television (FAST) channels from a single provider. The findings underscore a growing appetite for simplified, value-driven streaming options as viewers navigate an increasingly fragmented market.
According to the report titled “State of Media, Entertainment & Tech: Subscriptions 2025,” interest in such bundles is strongest among Millennials and multicultural audiences, suggesting these segments may be particularly receptive to offers that reduce subscription fatigue and deliver perceived value. In fact, the study notes that 30% of U.S. consumers are already subscribing to at least four streaming services, while another 22% subscribe to five or more, creating what Horowitz describes as a “juggling act” for viewers managing multiple logins, interfaces, and monthly bills.
Adriana Waterston, EVP and Insights & Strategy Lead at Horowitz Research, commented on the findings: “The data shows a clear opportunity for platforms and distributors to create more holistic solutions that meet consumers’ needs for variety, value, and simplicity. Bundles that incorporate SVOD, AVOD, and FAST content could offer the best of all worlds—premium content, free options, and live channels—while reducing the hassle of managing separate services.”
The report also highlights that cost concerns are driving demand for consolidation. Roughly 58% of respondents cited “saving money” as a top reason they would consider a bundled package. Additionally, 43% indicated they would appreciate having all their content in one place, and 39% said bundles would make it easier to discover new shows and movies.
Notably, the study points to multicultural consumers as a particularly attractive target for bundled offerings. Among Hispanic, Black, and Asian-American respondents, interest in bundles was even higher than the national average. Waterston added: “Multicultural audiences are leading the way in digital media adoption and are also more likely to subscribe to a greater number of services. Bundling can be a compelling strategy to better serve these important and growing segments.”
As the competitive landscape continues to evolve, the Horowitz study suggests that bundles combining SVOD, AVOD, and FAST under a single provider could not only meet consumer demand but also drive retention and engagement. For industry players, the message is clear: the next frontier in streaming may not be just about more content but smarter packaging.
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