DIRECTV Small Channel Bundles Now Count for 10% of New Sign-Ups

One of the biggest stories in streaming this year has been the launch of DIRECTV’s “genre packs.” These less expensive TV bundles are perfect for people who may only want sports without entertainment channels or vice versa. According to data analytics firm Antenna, those genre packs are gaining traction, growing from 3% of new sign-ups in January to 5% in February and 10% in March.

As live TV prices continue to climb, smaller bundles like these will be more important. Right now, DIRECTV and Sling TV are the leaders in the smaller bundle race. Streamers like Fubo, YouTube TV, and Hulu + Live TV are still forcing subscribers to sign up for dozens of channels they may not want.

Read: What Channels Are Included in DIRECTV’s Genre Packs?

It’s odd that live TV providers continue asking for more money as live TV channel owners are pulling back on their budgets. Paramount-owned channels are especially disappointing: MTV seems to exist only to show reruns of “Ridiculousness,” and Comedy Central is exclusively reruns outside of “The Daily Show.”

Analyst MoffettNathanson estimated the content spend of each major media company in 2025. Paramount is estimated to spend $15 billion, but that has to fuel a movie studio, a streaming service, a major network (CBS), and lots of cable channels (BET, Comedy Central, MTV, Nickelodeon, and Smithsonian Channel). Much of that $15 billion is also allocated to sports rights like the NFL and NCAA basketball.

In contrast, Netflix is expected to spend $18 billion. Without the burden of live TV channels, a giant sports package, or a theatrical slate, Netflix is concentrating its efforts on its one and only platform – a clear advantage in the entertainment race.

In 2025, we’re standing at the crossroads of a few trends that threaten to collapse the entire entertainment ecosystem.

Live TV viewership continues to fall. Nielsen estimates that broadcast TV now accounts for 20.5% of all TV time while cable TV is 24%. But more than 43% of TV time is now spent streaming.

Sports dominate live TV ratings, but rights are wildly expensive. In 2024, live sports gobbled up 75 of the 100 most-watched primetime telecasts. Advertisers are starving to reach those audiences, so live sports are a key piece of any media strategy. The problem is that sports leagues know how valuable they are. The next 11 years of NBA rights just sold for about $75 billion. If you watch any of the channels or streamers that carry those games, you can expect to foot the bill whether you watch basketball or not.

I love that DIRECTV is giving users the option to avoid channels they don’t want. The economics of TV packages are becoming tricky, but as long as providers provide more choice, audiences have a better shot at finding what they want.