When Disney and Warner Brothers Discovery announced plans for a streaming bundle combining the Disney-owned Disney+ and Hulu with WBD-owned Max, it was still an open question whether or not the joint offering would gain traction. Fast forward and total Disney-Max Bundle Subscriptions reached 2.2M by year’s end, with the inter-company bundle accounting for a significant portion of sign-ups for all the services included in the package.
For Disney+, the Disney-Max Bundle represented a high of 14% of Sign-ups in Q3’24, in contrast to 68% of Sign-ups to the Disney Bundle of Disney+ and Hulu in Q4’24 (certainly aided by Black Friday promotions). For Hulu, the Disney-Max Bundle represented a high of 15% of Sign-ups in Q3’24, while the Disney Bundle generated 47% of Sign-ups in Q4’24. For Max, a high of 22% of Sign-ups in Q3’24 came via the Disney-Max Bundle, and held at 21% in Q4’24.
While bundles generally have higher retention rates compared to stand-alone services, initial data shows the Disney-Max Bundle is outperforming. Among the cohort of users who subscribed to the Disney-Max Bundle between July 2024 and September 2024, 80% were still with the service after 3 months.
Comparatively, among users who subscribed within the same July to September 2024 window Antenna observes the 3-month retention rate for the Disney-Max Bundle is pacing ahead of the Disney Bundle (73%), as well as Netflix (74%), Hulu (56%), Disney+ (56%), and Max (54%) on a stand-alone basis.
The insights cited in this post are featured in Antenna’s Q1’25 State of Subscriptions Report. If you’re interested in downloading your own copy of the full report, you can sign-up to access it automatically here. If you’re already on our distribution list, check your email - we sent out a download link upon publication to everyone who has opted-in to receive communication from Antenna. If you’re an existing Antenna client, you have exclusive access to a client-only expanded version of the Q1’25 State of Subscriptions report! If you haven’t already received your copy, reach out to your Antenna contact.
For more detailed information on Antenna’s methodology and definitions of core metrics, please visit http://www.antenna.live/methodology.
