Disney and Warner Bros. Discovery (WBD) have announced a rare cross-platform streaming bundle to retain subscribers. This bundle includes Disney+, Hulu and Max and is aimed at attracting new viewers and reducing subscriber churn. The collaboration marks a move away from exclusive content to a broader licensing model and represents a step towards a modern version of cable television.

Despite some successes, WBD suffers major setbacks. In particular, the renaming of HBO Max to Max is considered a marketing mistake. Max currently has around 100 million subscribers worldwide, but has seen a decline in subscriber numbers in the USA and Canada since the beginning of 2023.

The new bundle will be both ad-supported and ad-free and is set to launch in the US this summer. Disney and WBD have reported mixed profits from their streaming services, but are facing major financial challenges and losses.

Analyses show that WBD could benefit more from the partnership than Disney, as the majority of Max subscribers also use Disney+ and Hulu. The partnership is a survival strategy in the face of declining revenues from traditional networks and high losses in the streaming sector.

The collaboration between the two media giants is intended to turn streaming into a sustainable and profitable business, not just to compete against Netflix, but to survive in the long term.