We have seen bundling evolve over time in the pay OTT space, and it is worth looking at the Darwinian evolution of bundling. Bundling started with Amazon Channels, created in 2015, which included 80+ streaming services in the US and varied in other countries. This was the first attempt to give easier access to small SVoD services to a broader subscriber base (the Prime one), making it a true win-win-win proposition for SVoD services, Amazon, and consumers. It continued with pay TV operators offering different SVOD services at attractive prices. A notable example is the Free IPTV operator in France, which in January 2024 announced a bundle of Netflix (ad-supported), TV by Canal, Eurosport, Amazon Prime Video, Amazon Prime (Video,…