We all have to know our worth. And Netflix certainly knows theirs. They’re not closed to joining certain kind of bundles, but they won’t be entering into a streaming bundle with fellow streamers Disney+ or Max. And that’s because Netflix simply doesn’t need to join a group of its peers. According to the platform, Netflix won’t be bundling with other streamers because “Netflix already operates as a go-to destination for entertainment.” Alright Netflix, tell us how you really feel!
Recently, we’ve seen streaming bundles become more mainstream. On the one hand, we saw a Disney+, Hulu, and Max streaming bundle come into being. And on the other, we saw Peacock, Netflix, Apple TV+ join forces to create a streaming bundle of their own. But don’t expect Netflix to appear in any of these.
Netflix shares in a letter to shareholders that it will join a bundle with device and operator partners, which “mak[e] it simple for people to discover, sign-up, use and pay for Netflix.” And “In turn, our device and operator partners benefit through increased device sales from consumers seeking devices integrated with Netflix and greater customer acquisition and higher retention as well as the opportunity to upsell higher value data or content packages.” However, Netflix will not soon enter into a streaming bundle agreement with its peers.
The streamer shares, “We haven’t bundled Netflix solely with other streamers like Disney+ or Max because Netflix already operates as a go-to destination for entertainment thanks to the breadth and variety of our slate and superior product experience. This has driven industry-leading penetration, engagement and retention for us, which limits the benefit to Netflix of bundling directly with other streamers.”
Shots fired! Apparently, Netflix specifically called out the Disney+, Hulu, and Max bundle in its statement. It’s definitely a bold statement to make. We’ll see if Netflix maintains this position as the streaming industry continues to oscillate.