Digital Video Forecast and Trends Q3 2024

How Bundling Is Reshaping Streaming

Report by Ross Benes  | Sep 30, 2024
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Executive Summary
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Table of Contents
Executive Summary
Streaming services are betting on bundling
Bundles drive viewers toward ad tiers
Sources
Media Gallery
About This Report
Streaming services are offering a multitude of bundles as they try to expand their ad-supported audiences.
Topics
Digital Video
US
Table of Contents
Executive Summary
Streaming services are betting on bundling
Bundles drive viewers toward ad tiers
Sources
Media Gallery

The rise of streaming services devastated the traditional TV bundle of cable and satellite. But as streaming services struggle to obtain profits and face pressure to grow their audiences, they’re testing out their own array of bundles.

Key Question: Which streaming services have the most to gain from bundling?

Netflix Is the Only US Subscription Streaming Service With More Committed Than Curious Users (% of US premium SVOD customers, by platform and commitment level, March 2024)
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Key Stat: Among the top US streaming services, Netflix is the only one with more committed customers (58%) than curious customers (42%), which makes it less prone to bundling, according to Antenna.

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Table of Contents

  1. Executive Summary
  2. Streaming services are betting on bundling
  1. Bundles drive viewers toward ad tiers
  2. Sources
  1. Media Gallery

Charts in This Report

Netflix Is the Only US Subscription Streaming Service With More Committed Than Curious Users (% of US premium SVOD customers, by platform and commitment level, March 2024)Cross-Usage of Select Streaming Services Among US Households, 2023 (% of total)
Reasons US Adults Like Accessing TV Shows and Movies From a Single Platform, June 2024 (% of respondents)Ad-Supported Share of Gross Additions for Select US Subscription Video-on-Demand (SVOD) Services, May 2023 & May 2024 (% of total ad-supported gross additions)
Most Important Criteria When Buying Digital Video Ads According to US Agency/Marketing Professionals, March 2024 (% of respondents)

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authors

Ross Benes

Contributors

Oscar Bruce Jr.
Senior Forecasting Analyst
Rahul Chadha
Vladimir de Leon
Chart Editor
Nikolai Dineros
Chris Keating
Director, Research
Emman Velasco
Chart Editor
Max Willens
Yoram Wurmser
Principal Analyst