The Bundle Boom

What consumers really want from the next wave of streaming packages

In a streaming world defined by too many apps, too many fees, and too much fragmentation, consumers are gravitating toward bundles that make entertainment feel simpler and more worth the cost. Knit’s latest research uncovers what people truly want from the next wave of streaming bundles — from pricing clarity to live content, cross-category perks, and the emotional drivers behind subscription, loyalty, and churn.

What really makes a streaming bundle feel “worth it” in 2025?

As the streaming landscape becomes increasingly crowded, Knit set out to understand what consumers value most in bundle offerings — and how expectations around price, content, simplicity, and flexibility are rapidly evolving. Do people want more channels, fewer apps, lower costs, or just less friction? And how do families, cord-cutters, and cable loyalists differ in what they need from a bundle?

To answer these questions, we surveyed 545 U.S. consumers and collected over 100 qualitative video responses to uncover the emotional, financial, and functional motivations behind bundle preferences and behaviors.

In this report, you’ll learn:

  • Why affordability, ease of use, and convenience are the top drivers of bundle appeal, outranking content variety and brand loyalty.
  • How families and cable holdouts see bundles as sanity-saving tools that organize entertainment, live TV, and on-demand content in one place.
  • The essential role of live sports, local news, and broadcast networks in making bundles feel complete and “worth paying for” — especially for long-time subscribers.
  • What’s fueling dissatisfaction: price hikes, irrelevant add-ons, too many ads, confusing billing, and unnecessary channel “fluff”.
  • How discounts keep users loyal while even small price increases trigger switching at high rates across all segments.
  • Why consumers are eager to try trial bundles — but only if canceling feels easy and risk-free.
  • What people want next: personalized, flexible, cross-category bundles that integrate entertainment with perks like shopping, fitness, or productivity tools.
  • The surprising popularity of DIY bundling, and why many find the process confusing even as they seek more control.
  • The ideal monthly price range for a modern bundle — and why it clusters around $20–$30 per month.

The future of bundling, Knit found, isn’t about adding more apps — it’s about removing friction. As consumers look for ecosystems rather than collections of services, “value” now means clarity, control, and seamless connection across every part of their entertainment experience.

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