May 23, 2019

The Best Bundle

Over the past several waves of Hub Reports, we’ve been noticing an important shift in perception among TV consumers. Faced with ever-expanding service and content options, many TV consumers are returning to a preference for an aggregated TV solution.

Of course, knowing in general that consumers are leaning toward aggregation only takes one so far. The bigger question is what type of aggregation—and from what source—are consumers looking for?

  • Big-bundle aggregation offered by MVPDs: Hundreds of TV networks, plus, with some MVPDs, SVODs and other online sources incorporated into the set-top box
  • Skinny aggregation offered by virtual MVPDs: A more limited number of networks, with consumers adding individual online sources on top of that
  • An “Amazon Channels” approach: Subscribe to an SVOD with the ability to add on individual networks on an à la carte basis
  • Aggregation through connected devices: Access individual online services through a connected device’s interface and universal search capabilities, like a Roku or Apple TV
  • Or something entirely different

The Best Bundle 2.0 is our update of our 2018 study that explores consumer perceptions of TV service bundling, including:

  • How satisfied they are with their current combination of services
  • General preferences for aggregated vs. à la carte solutions
  • What approach to service and content access they’d consider ideal

Online survey with 1,631 U.S. consumers age 16-74 who have broadband access at home and watch a minimum of 1 hour of TV per week.