Both hard bundles and “aggregator 2.0” bundles are different solutions to the same problems: (1) scaling a streaming app’s user base by offering ease of opting-in, and (2) also retaining the user.
To remind you:
But, watching the Tiger Woods comeback narrative play out at The Masters this week, I wondered whether these bundles still don’t solve for the expensive bets that legacy media streamers have made on sports streaming rights.
It’s Disney’s integration of Hulu and ESPN+ that raised the question: if they had not bundled these two services, how would I find the broadcast of Woods as a cord-cutter? And when I found it, how easy would it be for me to watch it?
Because of the Disney+ bundle on Hulu and ESPN+, it’s relatively easy to find and watch. But, it still has friction in the funnel of getting me from awareness to viewing.
The important thing to note here is that Disney’s bundling model here is two-fold: