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Bundling has been losing favor in the TV industry, as more consumers cut the cord in pursuit of á la carte TV options. But on the media side, the concept of media bundling—in which publishers and platforms partner to offer services for a discounted price—has been gaining momentum as an alternative to subscription fatigue.
However, it remains unclear whether media bundling will be the white horse that publishers are seeking—breathing new life into an industry desperate for revival—or more of a Trojan horse: offering just enough sparkle to entice publishers, drawing them in on a promise to expand reach, but not providing enough data or insight as to who that larger audience is.