By: Cheryl Summers | Read Time: 2-3 mins.

This blog explores:

  • Bundling Drives Retention
  • Consumers Want Simplicity and Aggregation
  • The Bundle is a Strategic Defense

The Bundle Isn’t Dead—It’s Evolving. Here’s Why That Matters for Retention and Growth

There’s a popular narrative circulating in the broadband and tech space: “The bundle is dead.” With streaming fragmenting video consumption and mobile MVNOs drawing strategic focus, many providers have shifted their attention away from video and multi-product bundling.

  • But at Leverage Broadband Strategies, our analytics tell a different story.

Bundles Still Win on Retention – Our data shows that 85% of customers with a video product are likely to stay bundled, compared to just 31% of satellite TV subscribers and 77% of customers with a national cable provider.

  • That’s not a small difference—it’s a massive retention advantage.

Even more compelling? Among our analytics clients, providers offering a triple-play bundle (video, internet, and phone) see churn rates roughly half that of providers with other product mixes.

  • Video may no longer be the lead product in the bundle—it now trails internet—but it’s still essential to the health of customer relationships.

“We are already seeing bundled offers across not just video streaming, but other digital services, as providers look to amplify perceptions of value and help customer retention,” — Adriana Waterston, EVP, Insights & Strategy, Horowitz Research

Consumers Are Hungry for Simplicity – According to Horowitz Research’s latest State of Media, Entertainment & Tech: Subscriptions 2025 report, 66% of consumers say they would switch to a provider offering a comprehensive digital services bundle—including streaming TV, smart home, music, fitness, and more. This jumps to:

  • 76% among families with children
  • 75% of 18–34-year-olds
  • 71% of heavy streamers

It’s not just about price—it’s about convenience and control.

“The real need is not just for bundles, but for aggregation… Unified cross-platform experiences so that consumers can seamlessly enjoy and manage their digital services wherever they are.” — Adriana Waterston, Horowitz Research

The Bundle as a Strategic Barrier – A robust bundle keeps Comcast, Spectrum, and other national players out of your customers’ living rooms. The more value you provide in a single relationship, the harder it is for competitors to disrupt it.

  • Bundling doesn’t just increase ARPU—it increases relevance and resilience.

Interested in using bundling data to reduce churn?

Let’s talk about smart bundling strategies!

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