New Study Charts Rising Interest in Bundling

A new study from Horowitz indicates that 66 percent of consumers in the U.S. would switch to a bundle that delivers streaming platforms alongside home security, fitness, smart home, music and other subscription services.

Horowitz’s State of Media, Entertainment & Tech: Subscriptions 2025 found that interest in bundling digital services and apps is highest among families with children in the home, at 76 percent, followed by 75 percent of 18- to 34-year-olds and 71 percent of the 35-to-49 set.

For many, a single bill is most appealing; 56 percent of consumers said they wanted a centralized place to manage all of their subscriptions and 41 percent indicated that keeping track of subscriptions is a challenge.

“We are already seeing bundled offers across not just video streaming, but other digital services, as providers look to amplify perceptions of value and help customer retention,” said Adriana Waterston, executive VP and insights and strategy lead for Horowitz Research, a division of M/A/R/C Research. “The real need is not just for bundles, but for aggregation: Unified cross-platform experiences so that consumers can seamlessly enjoy, interact with and manage any and all of their digital services wherever they are, on whichever device. This means that media and tech companies will need to collaborate not just in terms of pricing/bundling strategies, but in terms of how their operating systems and platforms play nice with each other.”