As the streaming market has matured, its explosive growth of previous years has leveled off into a steady, single-digit increase; subscription growth slowed to 7% in 2025, down from 12% in 2024. The industry is still expanding, but at a more moderate rate, making it even more important to retain subscribers.
Cue the bundle.
The market’s adoption of bundled offerings is evident: according to Antenna estimates, bundle sign-ups in the Premium SVOD category have tripled over the past two years, reaching 20M in Q4'25 from 4.3M in Q1’23, a +375% increase.
As of February 2026, Antenna estimates that Apple TV's share of Gross Additions via a bundle jumped to 27%, mere months after the Apple TV and Peacock bundle launched in October 2025. For Disney+, which has led the market in bundling, 95% of its Gross Additions in February 2026 were via bundled plans.
The strategic logic for streamers is clear: bundled subscribers tend to remain longer. Looking at the survival rate of Sign-ups during 2024, the Disney+, Hulu, HBO Max bundle led all plans with a 59% 12-Month Survival Rate, +4pts above Netflix standalone and an average of +28pts above its component services. The average Survival Rate gap between bundles and standalone services grew by more than 2x from Month 1 to Month 12.
Bundles also benefit consumers by providing access to multiple services at a lower combined cost compared to standalone subscriptions. Additionally, bundling can help bridge the gaps between major programming moments, as consumers may be less interested in losing access to multiple services, which can help reduce market volatility.
And the benefits extend into the creative community. Better retention offers more chances to build and keep a loyal audience. When a platform holds onto more subscribers between season premieres, shows have a better chance to grow from new premieres into cultural staples.
Bottom line: by grouping services, streamers are not just offering more programming; they are offering more value.
For more detailed information on Antenna’s methodology and definitions of core metrics, please visit http://www.antenna.live/methodology.
