Streaming services have homed in on a new strategy to keep subscribers engaged: What if you could get some turkey with your Peacock? Some milk with your Mandalorian?
In a bid to expand their user base and to reduce churn, a slew of streamers have cut deals with companies in the grocery business, betting that aligning entertainment with those selling a necessity like food can bolster both sides of the equation.
On Oct. 8, Disney and Kroger announced a deal that will give Boost With Kroger Plus members ($99 a year) a subscription of their choice to ad-supported Disney+, Hulu or ESPN+ at no extra charge; this summer, Warner Bros. Discovery pacted with grocery and food delivery service DoorDash, giving DashPass members ($96 a year) free access to the ad-supported tier of Max; in November, NBCUniversal teamed with the similar service Instacart to give Instacart+ members ($99 a
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