Apple TV Plus and Paramount Plus may be about to join forces to take on Netflix in a move that will send shockwaves across the streaming business
According to the Wall Street Journal (WSJ), two of the world’s most underappreciated streamers have discussed developing a low-cost bundle to challenge Netflix’s dominance of the streaming landscape.
According to those involved with the conversations, Apple TV Plus and Paramount Plus aren’t simply seeking to dethrone Netflix as the world’s finest streaming service. According to the US outlet’s sources, the duo also wants to provide their services as a joint venture in order to save customers money. Indeed, the two businesses are thought to have had substantial discussions about delivering said bundle at a lower price than subscribing to both streams separately – a deal that would undoubtedly catch the interest of budget-conscious clients.
Another potentially significant change in the streaming landscape
If the WSJ’s report is right – and the publication is quick to emphasize that talks are still in the early stages – the combination of Paramount Plus and Apple TV Plus into a single bundle may have a significant influence on the streaming market as a whole.
For starters, the world’s eight largest streaming services have all upped their fees in the last 12 months, with some, such as Disney Plus and Max, doing so twice in less than a year in the United States. This has put excessive strain on those who subscribe to numerous services, with many being forced to select between one (or, at a stretch, two) to keep as the cost of living rises.
The combination of Paramount and Apple’s platforms would be regarded as a significant step. The pair, like its competitors, raised their membership costs in 2023 – Apple TV Plus’ significant price increase was particularly vexing to me – and, while each has some terrific material to offer users, their back libraries aren’t on pace with Netflix, Prime Video, or even Hulu. Apple TV Plus’ library contains solely of first-party (albeit mainly excellent) products, whereas Paramount Plus lacks the richness from both first and third-party perspectives to compete with the world’s most popular services.
To that end, it makes sense for Apple and Paramount to join together and offer their respective streaming services to consumers. Doing so at a lower cost would make the bundle even more appealing, as you’d be receiving two platforms for the price of one (possibly). An Apple TV Plus-Paramount Plus package seems like a no-brainer at an era when studios and entertainment businesses are looking to undercut each other in a fiercely competitive industry.
When similar mergers and bundles have already occurred, this isn’t such a daring plan. Disney presently provides a Disney Plus-Hulu package to US customers for less than the cost of subscribing to both streams separately. The entertainment conglomerate is anticipated to completely integrate Disney Plus by 2024 and Hulu into a super streamer in an attempt to compete with Netflix. This merger is all the more plausible following the Walt Disney Company’s full acquisition of Hulu from Comcast in early November.
Max, Warner Bros. Discovery’s own mega streamer, was born after Warner Bros. and Discovery also merged in mid-2022. Previously, HBO Max and Discovery Plus were independent businesses that combined in May 2023 to provide more options to audiences at a lower cost. That is, until the price of Max rose in October.
It remains to be seen if the combined might of Apple and Paramount will be sufficient to transform Netflix. Beaming the best Apple TV Plus shows and best Paramount Plus movies into more homes will be a success in its own right but, if the duo ever want to stand a chance of besting Netflix, it might take a concerted joint effort to do so first.
