Disney+ included Hulu in its bundle — how much has that helped Hulu?

Rameez Tase
Feb 3 · 2 min read

This is Part 1 of a three part series. Read Part 2 here.

Disney+ launched in November 2019 to much fanfare. Almost 1 in 4 new Sign-Ups have joined via the $12.99 Disney+/Hulu/ESPN+ bundle (a retail value of $17.97).

Note: Verizon Unlimited bundle excluded from analysis.

How big of a subscriber bump did Hulu get by being included in this bundle? As Lucas Shaw and Christopher Palmeri of Bloomberg explore in their article, Disney Takes Tighter Control of Hulu After Disney+ Bundle Revs Up Growth, Hulu’s domestic subscriptions spiked in the final two months of 2019.

As you can see, Hulu’s late 2019 bump in Sign-Ups outnumbered even the 2018 $0.99 / month (for a full year) Black Friday deal.

The impact of Hulu’s promotion and bundle strategy on top-line subscriber growth is best illustrated when compared to Netflix. Hulu has closed the subscriber gap with Netflix over the past two years, in large part thanks to its promotion and bundle strategy.

Note: Includes Netflix US Subscribers only

The takeaway: As the big media conglomerates get more serious about their streaming strategies, look for them to use multi-brand bundling as a primary tool to compete.

This is Part 1 of a three part series. Read Part 2 here.

ANTENNA

ANTENNA provides measurement & analytics for subscription businesses. We help subscription businesses build direct, long-term relationships with customers.

Rameez Tase

Written by

Co-founder & CEO, ANTENNA

ANTENNA

ANTENNA

ANTENNA provides measurement & analytics for subscription businesses. We help subscription businesses build direct, long-term relationships with customers.

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