Utilizing Free TV to Promote Grocery & Wireless Services

In today’s ever-changing media landscape, television is taking on a new role as a promotional tool to attract viewers to other services. Big companies like T-Mobile, Verizon, Walmart+, and Amazon are now offering free streaming subscriptions as part of their plans. This shift means TV is no longer just a standalone product, but a bonus that aims to build customer loyalty and drive revenue in other areas. As this trend grows, it prompts important questions about the future of television, especially as more consumers access these “free” options through services they already use.

For instance, T-Mobile’s “Netflix On Us” promo gives customers on select unlimited plans a free Netflix Standard with Ads subscription. They also offer free Hulu (with ads) and Apple TV+ on certain older plans, potentially saving customers up to $35 each month compared to standalone subscriptions. The good stuff doesn’t end there – T-Mobile even throws in free MLB.TV for some lucky subscribers.

Likewise, Verizon’s myPlan gives customers on specific Unlimited plans access to streaming perks like the Disney Bundle (Disney+, Hulu, and ESPN+), Netflix and Max (both with ads), or discounted Paramount+ and Paramount+ with Showtime through Walmart+.

Looking at retail, Walmart+ memberships, priced at $98 annually, now include Paramount+ Essential at no extra cost. And if you’re an Amazon Prime member (at $139 per year), you get Prime Video, home to originals like The Boys and Fallout. If you’re on a pricier plan with Metro by T-Mobile, you might even score Amazon Prime as part of the package.

The underlying strategy is clear: streaming services are being used to sweeten the deal for customers in competitive markets like wireless, retail, and e-commerce. By offering free Netflix or Disney+ subscriptions, T-Mobile and Verizon hope to keep customers on higher-tier plans, ultimately increasing their revenue. Walmart+ uses Paramount+ to make its membership more enticing against Amazon Prime, which relies on Prime Video to drive loyalty to its broad range of services.

But what does all this mean for consumers? In the short term, it’s great – premium content at little to no extra cost. However, as more people rely on bundled subscriptions, standalone streaming services might struggle to justify their monthly fees, especially for ad-supported tiers. This could lead to more consolidation, like the Paramount and Skydance merger or Warner Bros. Discovery’s creation of Max. Smaller services without big corporate support might fall by the wayside, unable to compete with telecoms and retailers. Moreover, the quality and variety of content could suffer if streaming takes a backseat to other business objectives, potentially limiting investment in new shows and movies.

In the end, while these perks are nice, it could mean less freedom for consumers and possibly higher overall spending. If carriers or retailers make changes to these perks, like switching to ad-supported Netflix, customers might face unexpected costs or disruptions. The future of TV could be less about picking your favorite shows and more about navigating a complex web of subscriptions that serve larger corporate goals.