Behind the Numbers: Beyond the Bundle — What Will Shape the Streaming World Next?
EMARKETER Podcast Episode | March 17, 2025

Introduction

In the March 17, 2025 episode of EMARKETER’s podcast, Behind the Numbers: Beyond the Bundle, host Marcus engages with guests Paul Werner, Vice President of All Things in Maine, and Daniel Konstantinovich, Senior Editor based in New York. The discussion delves into the evolving landscape of the streaming industry, exploring trends beyond the traditional bundling strategies that have dominated recent years.

1. The Most Walkable Cities in the World

Key Points: Marcus initiates the conversation by shifting topics to urban planning, specifically discussing the most walkable cities globally based on a study highlighted by Kayla Zhu of Visual Capitalist.

• Top Ranked Cities:
  • Milan tops the list, requiring only an average of six minutes to walk to key amenities.
  • Copenhagen and Turin follow closely, with Kyoto securing the highest spot among non-European cities at 28th place.
  • Vancouver stands as the highest-ranked North American city at 53rd.

Notable Quote:

“45 of the top 50 were in Europe... Their real intention to keep their cities walkable.” – Marcus [02:26]

Discussion: The dominance of European cities is attributed not only to their historical development predating the automobile but also to deliberate urban redesigns and national walking policies aimed at prioritizing pedestrian accessibility.

2. The Rise and Impact of Bundling in Streaming Services

Key Points: The conversation transitions to the streaming industry, focusing on bundling strategies that have been prevalent over the past few years.

• Successful Bundles:
  • Disney Hulu Max Bundle
  • AMC Plus Bundle
  • Success Metrics: According to Antenna, the Disney Max bundle saw over 20% of new Max customers subscribing, with an 80% retention rate after three months [04:16].

Notable Quote:

“Now it's time to discuss a few other waves that are being made.” – Marcus [04:16]

Discussion: Bundling has proven effective in attracting and retaining subscribers by offering multiple services at a consolidated price, enhancing value for consumers and boosting user engagement for providers.

3. Streaming Hubs: Can YouTube Become the Household Hub?

Key Points: The guests explore the concept of streaming hubs, particularly YouTube’s efforts to integrate third-party streaming content into its TV app.

• YouTube's Strategy:
  • Integration of services like Apple TV Plus, Prime Video within YouTube’s homepage.
  • Aim: To position YouTube as a one-stop streaming destination.

Notable Quotes:

“If YouTube is already number one, that's a very familiar place to make that transition.” – Daniel Konstantinovich [05:57]
“11% of all TV time is spent on YouTube.” – Marcus [06:45]

Discussion: While YouTube is making strides in becoming a central streaming hub, challenges remain regarding user interface clarity and securing partnerships with rival streaming services. The ease of navigation and clear branding are critical for user adoption and satisfaction.

4. The Complexity of Subscription Tiers and Viewer Engagement

Key Points: The episode examines the implications of content-tiering strategies, using Warner Brothers Discovery’s recent changes as a case study.

• Warner Brothers Discovery’s Move:
  • Maintaining CNN Max News and BR Sports only on higher-tier subscriptions.
  • Strategy aimed at balancing subscriber growth with revenue enhancement.

Notable Quotes:

“Consumers are increasingly selective about these services and savvy about turning them on and off.” – Paul Werner [17:25]
“They have not been very transparent about what they actually give people for what they pay.” – Paul Werner [17:25]

Discussion: Content-tiering presents a double-edged sword; while it can drive higher revenue from premium subscribers, it risks confusing consumers and increasing churn rates if not transparently communicated. The need for clear delineation of benefits across tiers is emphasized to maintain consumer trust and satisfaction.

5. Programming That Still Draws Large Audiences

Key Points: The discussion shifts to the types of programming that continue to attract massive viewership despite the fragmented media landscape.

• Major Events:

  • Super Bowl: Record near 128 million viewers.
  • American Football Playoff Games: Consistently among top-watched events.
  • Award Shows: Mixed performance with events like the Oscars reaching 19.7 million viewers.

• Streaming’s Role:

  • Streaming services are increasingly securing rights to live events to expand reach and attract advertisers.
  • Example: Macy’s Thanksgiving Day Parade amassing over 31 million viewers highlights the streaming potential for live events.

Notable Quotes:

“These streaming services have shown that they're willing to pay a lot of money for access, exclusive access to these live events.” – Daniel Konstantinovich [21:18]
“Imagine like a family on the couch on Thanksgiving morning... a big advertising opportunity.” – Daniel Konstantinovich [21:49]

Discussion: Live events remain a significant draw for streaming platforms, offering substantial advertising opportunities and guaranteed audience numbers. However, award shows face challenges due to political polarization and changing viewer preferences, potentially limiting their growth prospects.

Conclusion

The episode concludes with reflections on the future trajectory of streaming services. While bundling remains a successful strategy, emerging trends like streaming hubs and nuanced subscription tiers are shaping the competitive landscape. Live programming continues to hold strong appeal, yet the industry must navigate challenges related to viewer engagement and content politicization.

Final Thoughts:

“They might not get back to where they were, but might not have to because they fell from a very high number and they're still at a very high number even if they've been cut viewership in half.” – Marcus [24:58]

Closing Remarks: Marcus extends his gratitude to the guests and the production team, hinting at future episodes discussing topics like ageism in beauty.

Notable Participants:

• Marcus – Host
• Paul Werner – Vice President of All Things, Maine
• Daniel Konstantinovich – Senior Editor, New York

Stay Informed: Behind the Numbers by EMARKETER offers insightful analysis on the dynamic digital media landscape. Tune in daily for expert discussions to stay ahead in marketing, retail, and advertising.