Audiences Increasingly Turning to Prime Video, Roku for Aggregation

Why It Matters

Aggregation platforms are becoming essential revenue engines for Amazon and Roku, reshaping how streaming services are sold and personalized through AI-driven recommendations.

Key Takeaways

• 54% add extra streamer via Prime Video hub
• Roku aggregates subscriptions for 26% of users
• 60% want more AI on TV and smartphones
• Bundles like Xfinity StreamSaver increase aggregator appeal

Pulse Analysis

The streaming market has entered an era of hyper‑fragmentation, with consumers juggling dozens of separate subscriptions to access the content they want. Hub Research’s latest survey shows that more than half of respondents now turn to Prime Video’s subscription hub to add extra services, a clear indication that viewers value a unified billing and discovery experience. Roku, long known for its hardware, is also emerging as a software aggregator, capturing a quarter of the surveyed audience. This shift reflects a broader consumer fatigue with managing multiple accounts, passwords, and payment schedules.

For Amazon and Roku, the aggregation trend translates into a powerful new revenue stream. By hosting third‑party channels, Prime Video can earn commission on each added subscription while deepening customer lock‑in within the Amazon ecosystem. Roku, meanwhile, leverages its platform to sell bundled packages and advertising, enhancing its margins beyond hardware sales. Both companies are eyeing artificial‑intelligence enhancements; more than 60% of respondents want AI‑driven recommendations on their TVs and smartphones. Integrating AI agents that suggest complementary services could boost average revenue per user and give aggregators a competitive edge over standalone streaming apps.

Looking ahead, the rise of exclusive bundles—such as Xfinity’s StreamSaver offerings—suggests that telecoms and platform owners will continue to craft differentiated packages to attract price‑sensitive viewers. As AI personalization matures, aggregators could become the primary gateway to the streaming universe, influencing content discovery, advertising spend, and even the negotiating power of content providers. Stakeholders across the ecosystem should monitor how these platforms evolve, as they are poised to shape the next phase of streaming economics.