Whether it’s the bundling of multiple standalone services, or the bundling of standalone services with a live TV package, bundling has become big business, and not just for companies. According to new data from TiVo, consumers are becoming increasingly interested in bundling.
Key Takeaways
- Consumers are increasingly turning to bundled to access diverse content at better value, driven by rising costs and a desire to maintain access to content.
- Accounting for nearly 30% of viewing time, interest in local programming is growing, and many cord-cutters still prefer live TV streaming services.
- Smart TV ownership is up, and viewers prioritize services offering broad content libraries, original programming, and specific shows.
According to TiVo‘s Q2 2025 Video Trends Report, subscribers are turning to bundles in a bid to maintain access to the streaming services and content they want, while saving on the cost.
The report highlights that, in spite of the increasing cost of streaming, consumers continue to value the ability to access a variety of streaming services over investing in a single service.
“Consumers are looking for simplification by increasingly opting into the bundles and platforms that provide the highest quality content for their household at the best value. These offerings are delivering the convenience of a single destination for diverse content, now enhanced by personalization and immediate access that provides a seamless viewership experience,” said Xperi’s chief product and services officer, Geir Skaaden.
The report also found that not only was consumer video spend up year-over-year, but so was the time spent watching video content, and the average number of services used by consumers.
In terms of specific services, the report found the top three ad-supported SVOD tiers to be Peacock (69.3%), Paramount+ (59.7%), and Prime Video (59.1%).
Other findings from the report:
- 61% of respondents noted local content is somewhat or very important compared to 54.8% in Q2 2024.
- 29.8% of all time spent watching video is spent watching local content, compared to 21% in Q2 2024 and 22.6% in Q2 2023.
- The share of respondents who cut the cord but later decided to resubscribe to a traditional TV service increased about 10%, to 31.9% in Q2 2025.
- Most cord cutters still express a preference for a live TV streaming service
- Smart TV ownership continues to rise (75.2%) and more than half of respondents (55%) consider the platform to be at least moderately important, an upgrade of 5% from Q2 2024.
- In Q2 2025, 41.5% of SVOD content was consumed during primetime, with 15.5% of SVOD content consumed during the morning, compared to 48.6% and 11% in Q2 2024.
As to why they chose certain services over others, 38.4% said they select services based on the available content and seeking expansive programming libraries, 35.2% pointed to original content, and 29.8% choose based on the availability of specific shows.
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