Bundling Is Back: Disney Eyes More Deals As Max Partnership Is “Working Really Well”

Disney says it is looking to strike more bundling deals after offering an upbeat assessment of its agreement with Warner Bros. Discovery-owned streamer Max.

The Disney+, Hulu and Max bundle, echoing the glory days of cable television, was inked in May and launched two months later in the U.S for as little as $16.99 a month.

Nami Patel, Disney’s senior vice president of strategy and business development, told the RTS London Convention that the agreement is “working really well.”

Patel said the bundle, which is offered by both Disney and WBD, is helping viewers spend more time on the platforms and has reduced subscriber churn. She was not specific about numbers.

WBD CEO David Zaslav said this month that Max will add more than 6M subscribers in the current quarter — after 3.6M net adds for the three months ended in June — thanks in part to the bundle.

Patel said future deals will be assessed on a case-by-case basis and will depend on territory, but generally the House of Mouse’s door is open.

“Partnerships will always be a key benefit to consumers, and I think we’ll see more and more of that,” Patel continued. She added that bundling offers a “great alternative.”