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Streamers’ bundle deals are keeping subscribers and younger viewers hooked

A hand uses a sketched lasso to round up smart devices and CTV remotes.

Illustration by Dave Cole / Getty / The Current

As the streaming wars progress from “growth at all costs” to “retention at the right cost,” streamers such as Disney+ and Paramount+ are bundling deals, likely to keep customers within their ecosystems. For example, Disney+ offers its namesake service along with Hulu and ESPN+ for $13.99, while Paramount+ comes with Walmart+ for $12.95.

New research suggests these deals are a strong tactic in reaching a key demographic.

A January survey from YouGov,* commissioned by ad tech company The Trade Desk Intelligence, shows that younger viewers are more easily swayed by bundle offers. Seventy-seven percent of respondents ages 18 to 34 said they would be more likely to subscribe to a streaming service if it’s part of a bundle deal. Meanwhile, 70 percent of respondents aged 35 to 54, and only 55 percent of respondents older than 55, said the same.

*YouGov surveyed more than 1,100 U.S. adults online on January 18 and 19. The figures have been weighted and are representative of all U.S. adults aged 18 and older.