TV bundles make a comeback in the streaming age

• Apple and Paramount are reportedly in early talks to tie their services together at a discounted price, per WSJ.
• Disney, which has long bundled its services, agreed to let Charter cable customers access Disney+ and ESPN+ this fall after a blackout.

Be smart: Streaming platforms have been expensive for media giants to build and maintain, but raising prices can turn customers away, especially after they've finished binging specific shows.

• Customers also have a threshold of services they are willing to pay for, so bundles can alleviate that concern.
• On average, cable now costs roughly $105 a month, while U.S. households with at least one streaming platform subscribe to an average of 4.1 services, for about $30 a month, according to S&P Global Market Intelligence.

What they're saying: "It's clear that bundles are here to stay," says Erin McPherson, Verizon chief content officer, per WSJ.

What to watch: Look for bundles to pop up across consumer industries.

• Instacart, for example, just announced a free Peacock membership to compete against Walmart and Amazon's video offerings.

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