Although the new subscription platforms from ESPN and Fox have each demonstrated impressive early momentum individually, their joint effort has yet to achieve comparable traction. On August 21, Disney and Fox took a decisive step away from the traditional pay‑TV ecosystem by offering their most prized sports programming directly to consumers for the first time, unveiling ESPN Unlimited and Fox One, respectively. This marked a significant shift in how both companies distribute their flagship content, appealing directly to an expanding audience that increasingly favors digital access over conventional cable models.
From its August debut through the end of October, ESPN’s streamer recorded roughly three million sign‑ups across its various pricing tiers. Among these, approximately 1.7 million subscribers opted for the premium $30‑per‑month Unlimited plan, illustrating robust demand consistent with Wall Street expectations of between 1.5 and 2 million subscribers by year’s end. Fox, for its part, managed to secure about 2.3 million subscribers within the same window, according to fresh data compiled by analytics firm Antenna. Both services have shown steady growth trajectories, largely driven by marquee sporting events — such as early NFL and college football matchups — that continue to boost engagement and attract new customers.
Despite these promising figures, Antenna’s analysis reveals that consumer enthusiasm falls sharply when it comes to the $40‑a‑month joint bundle that includes both ESPN Unlimited and Fox One. Even though this bundle theoretically provides a $10 discount compared to purchasing both services separately, adoption has remained minimal. As of October, an overwhelming 99% of Fox One’s 2.3 million subscribers were paying solely for the stand‑alone service, implying that only about 23,000 households had subscribed through Fox’s discounted bundle with ESPN or its alternative $25 package with Fox Nation — the network’s politically conservative‑oriented platform showcasing opinion‑based and documentary programming.
A similar pattern emerges on the ESPN side, where fewer than one percent of new customers have joined through the bundle with Fox One. Yet this does not suggest that ESPN’s audience is averse to combined offerings altogether. On the contrary, Antenna’s internal metrics indicate that roughly two‑thirds of ESPN’s new subscribers instead chose bundle deals that integrate Disney+ and Hulu, an arrangement Disney CEO Bob Iger later confirmed to be closer to 80% during a mid‑November earnings call. Spokespeople representing both ESPN and Fox declined to comment publicly on Antenna’s precise subscriber data, leaving analysts to interpret the results independently.
The most straightforward explanation for the ESPN‑Fox bundle’s sluggish start lies in timing and audience saturation. By the time the cross‑platform package launched on October 2, six weeks had already passed since each network’s solo debut — and, crucially, the NFL and college football seasons were already well underway. Many passionate fans had already subscribed directly to one or both services to catch early‑season games, diminishing the immediate incentive to consolidate subscriptions later. At Fox One’s launch event in August, CEO Pete Distad acknowledged that the joint effort had been deliberately delayed so that both companies could first ensure operational success for their individual platforms before attempting technical integration. It is worth noting that the two companies had previously explored similar collaborative ventures — notably an earlier partnership with Warner Bros. Discovery on a now‑defunct sports streaming project called Venu.
Industry observers attribute the bundle’s slow uptake to these practical and strategic factors. Media analyst Alan Wolk cautioned against declaring the endeavor a failure. In his view, many of the most devoted sports enthusiasts, those most likely to seek comprehensive coverage, probably subscribed to both ESPN Unlimited and Fox One independently right at launch. He further suggested that the process of canceling existing subscriptions and re‑enrolling through a bundle simply to save $10 per month presents enough inconvenience to deter immediate action. Moreover, some consumers may find greater value in Disney’s internal bundles — pairing ESPN with its entertainment‑driven platforms, Disney+ and Hulu — rather than with a competitor’s product.
Disney’s approach, according to Argus Research analyst Joe Bonner, naturally prioritizes strengthening relationships within its own streaming ecosystem. He noted that it is hardly a surprise Disney would emphasize marketing the new ESPN app alongside Disney+ and Hulu rather than with Fox One. Bonner nonetheless cautioned that it remains premature to issue definitive judgments on the ESPN Unlimited and Fox One launches, given how early both services are in their lifecycles.
Disney’s established bundling philosophy has proven highly successful at reducing subscriber churn — the recurring cancel‑and‑renew cycle that can erode profitability. With the exception of the brief dip following the controversial Jimmy Kimmel incident that prompted a wave of cancellations, Disney’s churn levels have remained relatively stable. Fox, by contrast, may face a steeper challenge: its audience appears largely uninterested in bundle deals, which could pose retention difficulties once the college football season concludes and casual viewers’ engagement declines.
In essence, while both ESPN Unlimited and Fox One have debuted with impressive standalone numbers, their joint venture serves as a revealing case study in streaming strategy. Disney, through careful portfolio integration, appears content to let its platform thrive independently, leveraging its broader ecosystem to ensure subscriber stability. Fox, meanwhile, must soon confront whether its early success can translate into sustainable long‑term growth once the peak sports season fades. The bundle’s muted performance may reflect less a failure of concept and more an indication of how modern consumers increasingly gravitate toward flexibility, convenience, and brand familiarity — factors that Disney seems to have anticipated more effectively than its counterpart.
Sourse: https://www.businessinsider.com/espn-fox-one-bundle-slow-start-streaming-growth-disney-hulu-2025-11
