Consumers are becoming more intentional about how they choose and combine their entertainment services. They are becoming more selective about how many services they use, what those services cost, and whether bundles deliver enough value to justify staying subscribed. 

New findings from Hub Entertainment Research’s “The Best Bundle” study show that audiences increasingly prioritize simplicity, flexibility, and affordability when building their entertainment portfolios. The study examines how viewers choose from among streaming services, pay TV, sports packages, and free ad-supported platforms.  

Consumers are using fewer services 

Hub identifies that the average number of TV services per viewer declined from 7.4 in 2024 to 6.8 in 2026. At the same time, consumers are paying closer attention to cost. Half (50%) of respondents strongly agree that budget is the main factor determining their entertainment sources, while 49% strongly agree that streaming subscriptions are raising prices more often.  

Hub also finds that free streaming services such as YouTube, Tubi, and Pluto TV are seeing strong growth as paid streaming prices continue to rise. The report further notes that streamer bundles are attractive to consumers, though awareness and understanding of bundle offerings varies.  

Bundle awareness remains uneven 

The study finds that consumer familiarity differs widely across streaming bundles. The Disney+, Hulu, ESPN bundle leads in awareness, with 59% of respondents saying they have heard of it before. Fifty percent recognize the Disney+, Hulu, HBO Max bundle.  

Awareness drops for newer or smaller combinations. Peacock and Apple TV+ reaches 20% awareness, while ESPN and FOX One reaches 18%. AMC+, Shudder, Sundance Now, and IFC register at 9%. Twenty percent of respondents say they have not heard of any of the listed streaming bundles.  

Aggregators win on simplicity 

The report also highlights the growing role of aggregators and bundled platforms. The findings demonstrate that consumers increasingly value services that consolidate subscriptions, simplify billing, and create a unified viewing experience. Forty percent of respondents who subscribe through aggregators say ease of use and navigation across channels is the top reason they signed up that way. Thirty‑eight percent lower costs, while 25% say they prefer having a single bill.  

Other key reasons include familiar interfaces (25%), the ability to add or drop services easily (23%), and easier content discovery (22%). Another 22% say they value having a consistent interface regardless of channel.  

Hub identifies “simplicity” as a major advantage provided by aggregators. The findings also point to continued evolution among traditional pay TV providers, noting that MVPDs are successfully offering lower-cost, genre-focused “mini-bundles.”  

Sports and exclusives continue driving sign-ups 

Despite the increased focus on price and bundles, content remains a major subscription driver. Hub finds that specific shows and movies, exclusive titles, live sports, value pricing, and package deals are among the top reasons consumers sign up for streaming services.  

The report also highlights continued evolution in sports streaming. New bundles are expanding viewing options for fans, giving them more ways to access live games and leagues. At the same time, those rights are spread across a growing number of platforms, making the overall ecosystem more fragmented. As a result, while access is broader, it often requires navigating multiple services. Against this backdrop, exclusive content, whether live sports or original programming remains a key differentiator, continuing to drive subscription decisions for both major platforms and niche services. 

DCN data shows similar subscription trends 

Findings from DCN’s Q1 2026 Digital Media Subscription Tracking Study reflect many of the same patterns across the broader subscription marketplace. DCN finds that the average number of subscription services per household declined 6.4% year over year, while average monthly household spending rose 6%. The study also shows continued growth in ad-supported models: SVOD subscriptions with ads increased year over year, while ad-free SVOD subscriptions declined. 

Across both reports, consumers continue subscribing to digital media services while placing greater emphasis on pricing, bundles, free alternatives, and ease of use. Together, these trends point to a more deliberate approach to subscription choices, with consumers seeking greater value and simplicity from the services they use.