Is OTT Rebundling? What Netflix’s Aggregation Move Signals for the Industry

A recent Streaming Media article highlighted a significant shift: Netflix is quietly moving into aggregation, positioning itself not just as a destination for content, but as a hub for other services. The catalyst? A “first-of-its-kind” partnership with French broadcaster TF1, which will bring TF1’s live channels and on-demand content into the Netflix app for users in France.

This deal puts Netflix in a role traditionally played by cable, aggregating third-party content, simplifying access, and locking in audiences. Industry watchers have long predicted a return to bundling in streaming. Few expected Netflix to be the one leading the way.

Streaming was meant to offer freedom and flexibility. But today’s reality often involves juggling multiple apps, overlapping content, and rising subscription costs. For many users, the à la carte model is starting to feel more fragmented than freeing.

Netflix isn’t alone in this approach. Amazon, Apple, and Roku have long offered aggregated content experiences. What sets Netflix apart is its global scale, deeply engaged user base, and ubiquity across Smart TVs and devices. When Netflix moves, the industry pays attention.

For smaller OTT services, the implications are worth watching, but this isn’t necessarily bad news. Discovery is becoming more complex, and the battle to own the subscriber relationship is evolving. But with the right foundation, independent services are well-positioned to stay competitive, whether they remain standalone or choose to also collaborate within aggregated ecosystems.

At Magine Pro, we see this trend reinforcing the need for agility. That might mean offering FAST channels alongside SVOD content to reach broader audiences. It could involve introducing pricing tiers, localising experiences, or distributing through platforms like Amazon Channels while maintaining control of the core service.

This isn’t a return to the old cable bundle, but it is a new chapter, one where simplicity, discoverability, and user experience take centre stage. We see the streaming services that succeed will be those built to adapt.

 

Attending IBC this year? Drop by Hall 5, Stand D72 to see how we help our partners build flexible, future-ready OTT platforms. You can book a dedicated meeting with the team here for a full demo.