Sinclair lauds Charter’s SVOD packaging strategy, heralds start of ‘the great rebundling’
Sinclair Broadcast Group, a major player in the television landscape, has publicly praised Charter Communications‘ recent move to bundle popular streaming services into its cable packages, heralding it as the start of “the great rebundling.” This shift in strategy reflects a growing recognition that the traditional cable bundle, once the cornerstone of the industry, is no longer the dominant force it once was.
Charter’s new offerings allow subscribers to choose between different bundles that include a curated selection of popular streaming platforms, like Netflix, Hulu, and Disney+, alongside traditional cable channels. This approach seeks to bridge the gap between the traditional and digital worlds, appealing to both cord-cutters and those seeking a streamlined and curated viewing experience.
Sinclair’s CEO, Chris Ripley, sees Charter’s move as a significant step towards a future where cable providers act as aggregators of various streaming services, offering a one-stop shop for entertainment. “The industry is moving away from a pure play, linear, bundled model to a more flexible model that includes SVOD [subscription video-on-demand] services,” he said, highlighting the evolution of consumer preferences and the rising dominance of streaming services.
Ripley believes that this “great rebundling” will ultimately benefit both consumers and content providers. It allows consumers to access a wider variety of content through a single platform and simplifies their subscription management. For content providers, it offers a new avenue for reaching audiences and potentially increasing their subscriber base.
While the success of this strategy remains to be seen, Sinclair’s enthusiastic endorsement suggests that the cable industry is actively adapting to the changing landscape of entertainment consumption. The “great rebundling” may be a sign that the days of the traditional cable bundle are over, but it could also mark the beginning of a new chapter for the industry, one where cable providers play a crucial role in the evolving world of streaming.
