Exclusive: Survey Shows Strong Interest in Paramount+, Peacock Bundle

As Paramount Global seemingly nears a deal for a sale, the fate of its flagship streamer Paramount+ remains up in the air. While some analysts have advocated for shuttering the SVOD platform, the New York Times recently reported Paramount’s most likely buyer, Skydance Media, instead plans to partner with “another major company” on some form of joint venture — in other words, that buzziest of propositions, the streaming bundle.

A recent consumer survey by consulting firm FTI Delta, shared exclusively with Variety Intelligence Platform, highlighted a significant opportunity for a Peacock-Paramount+ bundle, a venture that was reportedly being explored back in February.

The results were part of a broader survey that asked a range of questions about streaming bundles at a time when many of the industry’s leading players are contemplating strategic shifts in that direction. Overall, about 45% of the 1,006 U.S. consumers polled last month said they would either definitely or probably subscribe to a Peacock-Paramount+ bundle. Within that group, nearly half don’t currently pay for either service.

According to FTI analysis, a bundle would therefore represent an approximately $1 billion opportunity, boosting annual U.S. subscription revenues across both services from $4.4 billion (at current estimated subscriber levels) to somewhere between $5.3 billion and $5.7 billion, depending on the price of the bundle. There are caveats to this analysis, which assumes all consumers paying for both services would move to the bundle and that all estimated users are subscribed to the platforms’ lower-cost annual plans. But it suggests viable potential for both Paramount+ and Peacock to grow their revenues through a joint venture.

Indeed, bundling appears to be an attractive strategy for Paramount in particular. The FTI survey also found Paramount+ jumped to second place am