Apple (NASDAQ:AAPL) and Paramount Global (PARA) are reportedly in early discussions to bundle their streaming services at a discounted rate, the WSJ reported today.

The potential combination would involve Paramount+’s content and Apple TV+, offering a more cost-effective solution compared to subscribing to each service individually.

Entertainment giants are increasingly exploring such partnerships to enhance affordability and appeal amid competitive pressures. Rising subscription prices have led to heightened customer churn, prompting companies to seek ways to retain subscribers.

Bundling services reduces the likelihood of cancellations, providing a strategic approach to combatting the trend of viewers unsubscribing after completing specific content.

The report comes after NBCUniversal’s Peacock teamed up with the grocery-delivery service Instacart to offer Peacock with ads access to Instacart+ subscribers without additional charges.