Amazon has long used its Prime Video app to host third‑party services like HBO Max and Apple TV, letting users watch shows such as “The [PERSON_NAME]” and “Ted Lasso” within its ecosystem. Now YouTube and Roku are racing to become all‑in‑one hubs for TV content. A new YouTube‑Peacock deal gives YouTube Premium ($16/mo) access to Peacock’s “The Traitors,” “Sunday Night Football,” plus Bravo’s “Real Housewives,” “Love Island,” SNL, Olympics, NFL and NBA programming.

YouTube also launched its first consumer campaign, airing on rivals including Prime Video and [PERSON_NAME], and is selling HBO Max, Fox One and Paramount+ subscriptions via Primetime Channels. Netflix, historically wary of competitors, recently added a French broadcaster and is discussing inclusion of Peacock and Fox One, signaling a shift toward bundling. The streaming wars have evolved into bundling wars, with firms focused on retaining viewers and minimizing cancellations.

Antenna reports that third‑party platform subscriptions rose 60% in three years, with Amazon leading at 49 million cross‑service subscriptions via Prime Video as of June. Roku’s channel subscriptions grew 19% Q2, while YouTube’s push aims to broaden its premium tier’s appeal.