In an effort to save money while capitalizing on preferred content across streaming platform, U.S. consumers habitually cancel their subscription, only to resubscribe when there’s something they want to watch, according to new research. However, bundling services and aggregation appears to mitigate this churn,

Ampere Analysis, a U.K. analyst firm, found that 42% of U.S. consumers are “resubscribers,” or those who regularly subscribe, cancel and resubscribe. However, bundling services helps to reduce that churn, the firm says, as Ampere’s latest research shows that those who took the Disney+/Hulu/ESPN+ bundle are 59% less likely to churn within 12 months than those who took Disney+ alone.

The firm says the “resubscriber” group tends to be a younger viewer between 18 and 44 years old, and is more likely to be in family households. That same group is also more likely to exhibit signs of subscription fatigue, and 21% more likely to desire unified access to content across different services in a streaming industry term known as “aggregation.”

Ampere’s research suggests that bundling streaming services are keeping consumers subscribed for longer periods and mitigating cancel-and-resubscribe activity.

However, just 15% of the subscriber base of either Disney+, Hulu or Max currently take all three in the household, and just 10% of Comcast mobile, broadband and TV customers subscribing to Peacock, Netflix or Apple TV+ currently take in all three, suggesting a much broader market for bundling and consolidation.

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Daniel Monaghan, a research manager at Ampere Analysis, says the streaming market is the U.S. is becoming increasingly saturated, making it harder for service providers to find new subscribers. Reducing the “resubscriber” habit of subscribing, cancelling and subscribing again by bundling more services would benefit streaming services greatly.

Resubscribers who took the Disney bundle in Q1 2023 were less than half as likely to churn within a year, compared to standalone Disney+ resubscribers, Monaghan comments.

“We’re now seeing competing players following suit and joining forces to bundle their platforms, and our consumer data shows the overlap of uptake for those is currently very limited,” Monaghan says. “This should stand them in good stead to both upsell their services and limit the churn of resubscribers and first-timers alike.”

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