User retention is at the heart of this bundling movement. Churn is a problem, as people cancel subscriptions, perhaps resubscribe for a month when the latest season of the show they follow comes out, then cancel again. Unreliable subscriber numbers give investors heartburn, but by having several services under one (ultimately lower) bill, streaming services are betting people will just stick around.
Just because multiple services are offered for a lower price doesn't mean a bundle is necessarily a bargain. Many are included free with other bills (i.e. Paramount+ with a Walmart+ subscription), so before you lock into a contract, do the math.
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