Consumers seek value in streaming bundles amid higher monthly prices

Rising subscription prices are pushing more consumers to reconsider how they pay for streaming services, increasing interest in bundled offerings that combine multiple platforms and broadband access at discounted rates.

New research from Hub Entertainment Research found that consumers are placing greater emphasis on affordability as monthly prices for premium streaming plans climb above $20. Netflix, Disney+ and HBO Max have each increased prices by $1 to $2 per month since 2025, the report said.

Half of consumers surveyed said they “strongly agree” that budget is the main factor when purchasing entertainment services, up from 41% a year earlier. The study also found that 49% of respondents believe streaming services are raising prices more frequently, compared with 44% last year.

Hub said consumers also valued bundles for convenience and expanded viewing options. About 44% of respondents cited simplified billing through a single monthly payment as a key benefit of bundled services.

The report found that 32% of consumers viewed bundles as a way to try additional services, while 20% said combining popular and niche streaming platforms in one plan added value.

Awareness of streaming bundles remained limited, according to the study. Hub found that only about half of consumers recognized major streaming bundle offerings, while bundles centered on second-tier streaming services and sports packages were familiar to roughly one in five respondents.

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The study also examined potential interest in a combined Paramount+ and HBO Max offering. About 32% of respondents said they would subscribe to both services separately if sold together at a discounted price, while 19% said they would prefer a single combined app featuring content from both services.

“Studios know that bundles deliver stronger retention and reduce churn, giving them huge incentives to get consumers to sign on to these stickier bundles,” said Jason Platt Zolov, senior consultant at Hub. “While saving money is the key driver, reminding consumers of the expanded content options and simplified billing can help to grow these bundles into the ideal TV packages of tomorrow.”

The findings were based on a March 2026 survey of 1,600 U.S. consumers ages 16-74 with broadband access.