Apr 2, 2025
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Insights
In an increasingly competitive streaming landscape, strategic partnerships have become essential for platforms looking to expand their audience reach and market presence. Bundling agreements with telecom providers, financial institutions and other streaming services help platforms leverage established customer bases. This makes it easier to enter new markets and connect with local audiences. Additionally, these partnerships facilitate payment options, including local currencies or methods suited for unbanked users.
Today, 26% of streaming platforms worldwide engage in bundling strategies. LATAM and EMEA lead the trend, representing 39% and 38% of active bundles, respectively. APAC follows with 14%, while UCAN accounts for 9%.
Among streaming platforms, Max stands out with over 180 active partnerships, meaning it has formed alliances with different companies to boost its visibility, reach and accessibility. Netflix follows with 130+ (17%), Disney+ with 80+ (12%), and Prime Video with 70+ (10%). The prominence of these platforms in bundling strategies signals their aggressive push to increase accessibility and market penetration through partnerships.
Partnerships with telco companies are the most common bundling model, accounting for 77% of all bundle agreements worldwide. This highlights the continued reliance on telecommunications providers to drive subscriptions through integrated data and content packages. Key players in this space include Claro (25 active partnerships), Verizon (20), DISH (19), and SKY (19), all of which play a significant role increasing streaming platforms visibility.
Other bundling models remain relatively niche, with streaming service-to-streaming service partnerships accounting for just 6%, such as Paramount+ and Hulu in the USA, while financial service partnerships, like Disney+ and American Express in the USA, represent 5% of the market. Alternative bundling models, including benefit cards, educational institutions, and electronics companies, collectively hold a small share of the market.
Notably, regional players such as Viu in APAC (bundles in 6 countries), Viaplay in EMEA (bundles in 3 countries), Crave in UCAN, and Teatrix in LATAM (bundles in 20 countries) have also leveraged bundling strategies to expand their reach, illustrating how bundling is not only a tool for global giants but also for local and regional services aiming to strengthen their market positions.
Content Accessibility and Distribution
Platforms are increasingly using third-party partnerships to extend their content offerings beyond their internal libraries. Prime Video stands out, as over 218K titles in its catalog come from additional plans made available through bundling agreements with third-party services such as Max, Paramount+, Mubi, among others. In this context, Prime Video offers over 900 additional plans worldwide, allowing users to integrate multiple content libraries within a single platform. While some bundles provide cost savings, others focus on convenience by consolidating content access.
For instance, in the USA, a standalone Max subscription without ads costs $16.99 per month—the same price as the Prime Video + Max bundle. In this case, the benefit is not financial but rather the convenience of accessing both catalogs within Prime Video. However, bundling Prime Video with Max and Starz reduces the total monthly cost to USD 29.98, compared to USD 36.97 if subscribed separately, a 19% savings, offering both financial benefits and an improved user experience.
Households in the US use an average of five streaming platforms, compared to four platforms in Europe and Asia. These collaborations not only enhance and diversify content libraries but also foster a more interconnected global streaming market.
Consumer Viewing Preferences and Business Model Penetration
Regional differences in device usage significantly influence streaming viewership habits. Smartphones dominate in APAC (72%), reflecting the mobile-first nature of the region’s digital economy. In contrast, Smart TVs are the preferred viewing device in UCAN (64%), EMEA (56%), and LATAM (51%), indicating a strong inclination toward living-room viewing experiences in these markets.
Given these trends, partnerships with pay-TV providers, telcos and hardware brands can be a strategic advantage. Bundling streaming services with Smart TV purchases or offering extended free trials through TV manufacturers can enhance visibility, drive adoption, and strengthen user engagement in markets where large-screen viewing is the norm.
As bundling continues to reshape the streaming landscape, its impact extends beyond mere subscription growth, it influences content accessibility, consumer convenience and market positioning. With platforms seeking to expand their reach and maximize engagement, the question remains: how will bundling evolve in response to shifting consumer behaviors and the increasing competition in the streaming market?
