Disney-Max Bundle Shows Strong Subscriber Retention, Outperforming Netflix

A new streaming bundle from Disney and Warner Bros. Discovery is keeping more subscribers than Netflix.

Research firm Antenna says the bundle of Max, Disney+ and Hulu has 80% of customers still subscribed after three months. This is much better than Netflix’s 55% retention rate.

Jonathan Carson, CEO of Antenna, calls this “a wake-up call for the industry” and says the bundle is “just crushing it.” About 1.6 million customers signed up for the bundle between July and December last year.

The bundle’s adoption rate was 10% higher than Disney+ and Hulu alone during this period, and 20% higher than Max by itself.

Disney has not shared any results from the bundle yet. Warner Bros. Discovery will report its earnings soon.

Antenna also found that streaming services have become more expensive. Ad-free plans cost 23% more than two years ago, now averaging $13.88. Ad-supported plans increased 25% to $7.57.