Deloitte reports that 50% of U.S. streaming subscribers now receive at least one paid video service through a bundle.
Deloitte reported that half of U.S. subscription video-on-demand customers now receive at least one paid video service through a bundle, an increase from 44% a year ago. The findings suggest that while bundling is becoming mainstream, younger consumers like Gen Z and millennials are seeking broader, cross-category packages that include music, gaming, and food delivery rather than just core media services. In contrast, older consumers remain more satisfied with traditional core media bundles. Deloitte analyzed data from the 10 largest streaming services to identify high-affinity brands in categories such as food, dining, and retail. The report recommends that streaming companies move beyond simply stacking video libraries and instead treat bundles as networks of partnerships. By using artificial intelligence to analyze audience patterns, platforms can create more relevant advertising and personalized benefits. This approach aims to turn streaming inventory into a premium product, providing subscribers with more reasons to stay and reducing the overall likelihood of cancellation.