THE GREAT REBUNDLING ERA- I don't love "the great rebundling" phrase that is becoming conventional wisdom in the industry. In part, because I don't think it means what most people who use it think it means. Still, that is how Parrot Analytics described their newest report and I'm going with their take on it in this case.
There are a lot of great charts and data points in the report, which you should read in full. But I think this was the paragraph that jumped out at me: Bundling often helps create a proper four quadrant service package through complimentary programming faster than trying to build it out on one singular platform. The vast majority of viewers tuning into documentary and reality programming on Discovery+, the two genres that make up close to 95% of its entire on-platform demand share, are within the Above 40 and Millennial age groups. Dramas and Comedies, which make up close to 50% of HBO Max’s on-platform demand share, are made up of “Zenials,” or the age group between 22 and 28. Reality programming on HBO Max also skews younger than Discovery+.
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