Nearly half of all streaming users in Germany now subscribe via bundles combining several services or including TV options – and this model is proving to be a powerful loyalty driver.
According to a new study by consultancy Simon-Kucher, 41% of streaming subscribers use so-called “superbundles”. These reduce the likelihood of cancellations and boost long-term customer retention.
“Subscribers who access content through a bundle tend to stay longer – the perceived value increases while spontaneous cancellations decrease,” said Lisa Jäger, Partner at Simon-Kucher. For providers, this translates into stronger loyalty and more stable household revenues.
The study shows that long-term subscription models help stabilise the market. On average, consumers expect a 22% discount for committing to a one-year plan. The probability of cancelling declines sharply the longer customers stay subscribed: after one year, 33% would consider cancelling; after four years, only 8%. “Annual plans provide planning security for both users and providers,” stressed Jäger.
However, price sensitivity among streaming users remains high. Even modest price rises can lead to significant churn. Almost one in five users would consider cancelling after a 10% price increase, and nearly half (48%) would do so after a 20% rise. Disney+ subscribers appear particularly price-sensitive, with 58% indicating they would cancel under such conditions.
“Price increases are the strongest driver of cancellations in streaming,” Jäger warned. “Without a clear pricing roadmap, adjustments can quickly turn into waves of cancellations.”
Beyond pricing, recent political controversies have also influenced cancellation behaviour. “Even substantial discounts can no longer compensate if platforms act against users’ values,” Jäger said. “Some have chosen to cancel their subscriptions to make a statement.”
Amid rising expectations of further price increases, 56% of respondents anticipated higher costs from Netflix, 54% from Disney+ and Apple TV+, and 44% from Amazon Prime. Disney+ has since implemented a price rise in October – a bold move following recent subscriber protests. “Raising prices after negative publicity is risky,” Jäger noted. “But Disney+ operates from a strong position – users understand the value they receive.”
The representative Simon-Kucher Streaming Study was conducted between April and May 2025 in cooperation with market research institute Walr. Over 1,000 consumers in Germany were surveyed about their streaming habits, subscriptions and budgets. The annual study consists of three parts; the first two are already available, with the third to be published shortly.
