Streaming services tie up to keep you hooked

Warner Bros. and Disney have been fierce rivals for decades. But like other entertainment companies, they both struggled to prevent customers from canceling their streaming subscriptions. So their executives hatched an unusual plan.

A couple of years ago, the companies decided to offer their streaming services — Warner Bros. Discovery’s HBO Max and Disney’s Hulu and Disney+ — as a bundle. They priced the package lower than the cost of subscribing to each platform individually.

The cancellation numbers for the package, known in the industry as churn, fell so much that the executives did a “double take,” said David Zaslav, the chief executive of Warner Bros. Discovery.

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