May 10, 2023


Just when TV consumers thought some stability had come to the streaming space, they have faced another rush of change. Netflix and Disney+ launched ad-supported tiers. Peacock has turned off their free tier to any new subscribers. And everyone’s waiting for Netflix to launch their crackdown on password sharing later this year – a behavior they once encouraged as a marketing cost. Today’s consumers, already nervous because of inflation, now have to choose from an even more confusing variety of services.

In light of this, this year’s Best Bundle study will continue to explore how TV consumers are adjusting to this constantly evolving TV/streaming space. How are consumers discovering the bundle of services to find the combination that best meets their viewing needs? The study will identify the most common configurations of platforms: in particular, the extent to which consumers are bundling linear vs on-demand services, ad-supported vs. ad-free services, subscription vs. free streaming services, etc. And importantly, we’ll explore consumers’ perceptions of media, and 3rd party tech+media, bundles.

Source: Interviews with 1,603 U.S. TV viewers with broadband access age 16-74