Roku is making its Premium Subscriptions storefront a more aggressive bundle destination. The company has rolled out 30 new streaming bundles in the U.S., pairing services such as Starz with AMC+, AMC+ with Hallmark+, Fox One with Fox Nation, and its own Howdy service with several partners. Roku says the combinations offer savings of up to 30% compared with subscribing to each service separately.
The platform play behind the bundles
These are the first bundles available through Roku’s Premium Subscriptions, the company’s version of a channel store. Users can find the offers in the Subscriptions Destination, Streaming Store, and Premium Subscriptions Home across Roku devices. Roku did not disclose per-bundle pricing in its announcement, but expects the discount structure to become a central part of its subscription pitch.
Randy Ahn, Roku’s VP and GM of subscriptions, said in an interview with Deadline that the company tested the bundles extensively before launch. The goal is to convert existing Roku account holders into higher-value subscribers while making it easier for new users to stack niche services.
Why incremental sign-ups matter
Data from research firm Antenna, provided by Roku, shows why the platform is leaning into subscription packaging. According to the figures, 76% of Premium Subscription sign-ups are incremental and would not have occurred as direct-to-consumer transactions. Additionally, 98% of subscribers were new to a given service.
That metric is the core business case. For streaming services, a Roku bundle isn’t simply a discount for existing fans; it’s a distribution channel that reaches households that were unlikely to sign up on their own. For media planners, that means a service’s Roku-enabled audience may include more genuinely new customers than a price-promo on its own app.
A market that is all-in on bundling
Roku’s move lands in the same week Amazon Prime Video introduced a $30-per-month bundle featuring AMC+, Starz, BritBox, PBS Masterpiece, and MGM+. Pay-TV providers such as YouTube TV, DirecTV, and Charter have also been adding packaged streaming options, while standalone services like Peacock and ESPN are evolving into platforms that sell third-party subscriptions.
Roku’s own subscription business is growing. In the first quarter, Premium Subscriptions recorded its highest number of sign-ups in the company’s history, and subscription revenue rose 30% year over year to $518.5 million. Roku has more than 100 million global households and has agreed to be acquired by Fox Corp. in a $22 billion deal expected to close in the second half of 2027.
Howdy, Roku’s $3-per-month commercial-free library service, appears in several bundles. It launched in August 2025 and passed 1 million subscribers earlier this year.
Notable U.S. bundle combinations
- Starz and AMC+ — a drama-heavy pairing that overlaps with Amazon’s new bundle.
- Starz and BritBox — combines premium originals with British programming.
- AMC+ and Hallmark+ — broad scripted and comfort-TV appeal.
- Fox One and Fox Nation — brings Fox’s streaming properties together.
- Howdy and Hallmark+ — pairs Roku’s own service with family-friendly fare.
- Curiosity Stream and MagellanTV — a factual and documentary bundle.
Two bundles are also being offered in Mexico: Filmelier+ with Adrenalina Pura+, and Looke with Booh!.
What to watch next
For entertainment marketers and media planners, the bundle wave changes two calculations. First, a service’s total sign-ups may overstate its direct brand pull because a meaningful share could be coming through platform storefronts. Second, retention curves may look different for subscribers acquired via discount bundles versus direct monthly plans. The next data point to track is whether Roku’s 30 combinations produce stickier subscribers, or simply a larger pool of trial users who churn after the first discounted cycle.
Amy Leasca, EVP of partner growth for AMC Global Media, said bundles help viewers “find the programming they want with a level of convenience and value individual subscriptions don’t offer.” That convenience is now the battleground.
Source: Deadline
