New research highlights diverse bundling strategies used by major video streaming platforms – Omdia

New findings from Omdia's 'Bundling’s Impact on the Global Streaming Market' report reveal that Netflix maintains significant advantages due to its 'first-among-equals' status within the streaming sector. This valuable position allows Netflix access to direct subscription from customers and avoid revenue sharing with platforms such as iOS or Google.

Omdia's research highlights that about 98% of Netflix’s bundled subscribers are from pay TV, telco, and wholesale deals. In contrast, Amazon Prime Video relies more on its own ecosystem, with only 10% of its bundled subscribers coming from external deals, while 85% co-subscribers to the Prime bundle.

The research breaks down bundling types across pay-TV and telco operators, online channel aggregators, credit card and banking services, consumer goods and devices, and co-subscription services.

Read the full press release here.

Omdia