The news: As more streaming subscribers embrace bundles, younger consumers are looking beyond packages that simply combine multiple streaming services, according to a recent Deloitte survey of over 3,500 US consumers.

• 50% of US streaming subscribers have at least one paid on-demand video subscription that is part of a bundle this year, up from 44% in 2025.
• 52% of Gen Z consumers surveyed have streaming bundles that include services such as gaming, music, news, and ecommerce.
• That’s above the 48% of Gen Zers who had core media bundles, which Deloitte defined as bundles with SVOD services, live streaming TV, cable/satellite, wireless, or home internet services.
• Boomers and older generations showed a markedly different preference: 67% subscribed to core media bundles and just 33% opted for cross-category bundles.

Why it matters: The share of bundled US SVOD subscriptions reached 27% of total US premium SVOD subscriptions in Q4 2025, per Antenna. But the generational divide suggests there may be no one-size-fits-all bundle: Traditional media packages could remain more attractive to older consumers, while platforms targeting Gen Z may need partnerships spanning categories like gaming, music, and ecommerce.

For marketers, the generational divide could influence how they evaluate individual streaming platforms. Different bundle partnerships could shape who subscribes to and engages with each platform—making bundling another factor to consider when assessing a streaming platform’s value to a media plan.

Recommendations for marketers:

• Factor bundling into how you assess individual platforms. Consider whether a service’s presence across different bundles could expand or change its subscriber base, engagement, and value to your media plan.
• Validate platform audiences before investing. Use demographic and behavioral data to understand how bundling may be shaping a service’s actual audience—and whether those consumers match your target customer.

Relevant advertising will still play a role in converting viewers to customers. Price discounts that consumers get with bundled services don’t negate the general negative attitude consumers have toward streaming ads. Regardless of how viewers subscribe, marketers should always use available audience and behavioral data to deliver ads that feel relevant rather than intrusive.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.