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Insights
In 2024, partnerships in streaming took on a new dimension as platforms diversified their strategies, collaborating with industries far beyond traditional entertainment. Telecommunications still held a dominant 77% share, but the focus expanded to positioning streaming platforms as integrated solutions for users’ daily lives.
Partnerships in Streaming Are Expanding Catalogs and Bundles
One of the most notable examples in 2024 was the partnership between Warner Bros. Discovery and The Walt Disney Company. In the United States, they launched a bundled package combining Disney+, Hulu and Max. This offering is priced at $29.99 for an ad-free subscription or $16.99 with ads—a 43% price reduction compared to standalone subscriptions.Similarly, partnerships in streaming expanded globally as platforms like Apple TV+ and Lionsgate+ integrated their catalogs with Prime Video across European countries and New Zealand.BB Media’s analysis reveals that households in the United States 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.
New Players in Strategic Partnerships
In 2024, platforms increasingly partnered with companies outside the telecommunications sector to embed themselves into users’ daily routines. For instance, users who rely on services like Uber, Cabify, PedidosYA, or fintech apps are also key streaming audiences, opening up opportunities for cross-industry partnerships. In Europe, retail collaborations became prominent. Netflix partnered with Carrefour in France, while in Spain, Dia joined forces with Disney+. Other recent examples of innovative partnerships include Instacart’s collaboration with Peacock in the United States and BluTV’s partnership with Hepsiburada, an e-commerce platform in Turkey. In Latin America, Mercado Libre emerged as a major partner, bundling Disney+ in some subscription tiers and offering discounts on platforms like Max, Paramount+ and ViX. Additionally, Brazil’s digital bank Nubank partnered with Max to provide its Basic with Ads plan to select customers.
Similarly, in Latin America, 25% of users are interested in partnerships with movie theaters. This highlights an untapped avenue to bridge in-home and out–of-home entertainment experiences.
Growth of Commercial Bundles in Streaming Partnerships
The growth of commercial bundles—packages that combine streaming services with additional perks at lower prices—has also been a defining trend in 2024. Commercial bundles grew by 6% last year, proving their effectiveness in attracting new users and retaining audiences. While UCAN saw the highest growth (+11%), Latin America leads in the number of active bundles, particularly in Mexico, with over 1,100 offerings.
Projections for 2025
Looking ahead, partnerships in streaming are expected to focus on service convergence. This includes collaborations between platforms and industries outside of entertainment. Platforms that successfully integrate into users’ daily lives will likely lead the market, reshaping the future of digital entertainment and setting new standards for user engagement.
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