Netflix and Amazon Lead Users’ Choices for Ideal Streaming Bundles

Netflix also emerges as the single most popular choice
The Netflix logo is displayed at Netflix offices on Sunset Boulevard on May 29, 2019 in Los Angeles, Calif. More than half of U.S. adults (53 percent) would place Netflix in their ideal streaming bundle. (Mario Tama/Getty Images)
September 24, 2019 at 12:01 am UTC

Key Takeaways

  • The most popular two-service bundle was Netflix and Amazon Prime Video, with 26% of respondents who chose a two-service bundle picking this combination.

  • The most preferred combination for a three-service bundle was Netflix, Amazon Prime Video and the ad-supported version of Hulu, favored by 15% of those who made a three-service bundle. 

With WarnerMedia, Walt Disney Co. and Apple Inc. all launching streaming services in the coming months, consumers are faced with a plethora of options from which to form custom bundles with the services that interest them the most. New polling shows that while most consumers are interested in keeping a few “must have” services, such as Netflix Inc., few want to add the upcoming streaming options to their bundles.

A Sept. 12-15 Morning Consult/The Hollywood Reporter survey asked 2,201 people to pick up to 10 streaming services from a given list of 22 platforms to create a custom streaming bundle. 

When creating bundles, 15 percent picked two services, 15 percent picked three services and 10 percent chose four. Twenty-two percent said they would want only one service, and an additional 22 percent said they don’t want any of the services.

When it came to two-service bundles, various combinations of Hulu, Amazon Prime Video and Netflix were top picks for consumers. The most popular two-service bundle was the $26-a-month Netflix and Amazon Prime Video combination (26 percent), followed by the Netflix and ad-free Hulu combination, which costs $25 a month (15 percent). The margin of error for the two-service bundle sample is 5 percentage points.

The most popular pick for those who chose a three-service bundle consisted of Netflix, Amazon Prime Video and the ad-supported version of Hulu (15 percent), which costs $32 a month. That was followed by the Netflix, Amazon Prime Video and ad-free Hulu bundle (12 percent), which costs $38 a month. The margin of error for this sample is 6 points. 

Fifty-three percent of the 2,201 adults in the overall survey selected Netflix Inc. as a part of their ideal bundle, with Amazon Prime Video coming in second at 32 percent.

The survey also found that two-thirds of the 1,355 adults who currently subscribe to a streaming service subscribe to one or two services. Forty-six percent of streaming subscribers say they currently pay between $10 and $20 a month for streaming services, while 18 percent pay less than $10. 

The poll’s overall margin of error is 2 points, while the margin of error for the streaming subscriber sample is 3 points. 

Among the services that have yet to debut, Disney+, which will be introduced in November, was the most popular, with 17 percent of respondents selecting it for their custom bundle. Meanwhile, 9 percent included Apple TV+, also set for a November premiere, and 7 percent included WarnerMedia’s HBO Max, set to launch in 2020. 

Sarah Shevenock previously worked at Morning Consult as a reporter covering the business of entertainment.

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