In the summer of 2018, Walt Disney and Warner Bros. Discovery will launch a subscription service in the US that combines Disney+, Hulu, and Max, three streaming platforms.

With the new service, users can subscribe to any one of the three streaming options with only one payment. The package will include both ad-supported and ad-free services, however exact pricing information is still unavailable.

With streaming giants like Netflix and Amazon Prime Video fighting for customers’ attention, the choice to release this bundle is all the more surprising given the current state of the industry. The new service is anticipated to increase both businesses’ retention rates and bring in new users, according to Warner Bros. Discovery president JB Perrette.

In an effort to cash in on consumers’ growing dissatisfaction with traditional television in favor of streaming services, Disney and Warner Bros. will reveal more details about the bundles in the weeks to come.

With Disney+ focusing on family-friendly material and Warner’s Max containing adult-focused programs (including HBO content), the two offerings are meant to complement each other.

Companies are forming partnerships and offering bundled services to boost their market presence in the streaming industry, and this move follows suit. The three media conglomerates Disney, Fox Corp., and Warner Bros. Discovery revealed their intentions to merge their sports rights holdings into a single platform in February.

Over six million new customers worldwide, excluding India, joined Disney+ between January and March, according to the company’s most recent quarterly financial figures. The significance of Disney+ as a revenue stream makes this increase all the more important for Disney’s future strategy.

Disney also intends to launch a password crackdown campaign in the summer, which will hopefully increase the number of subscribers even more. Customer irritation with various subscriptions is a result of the growth of streaming services; packaged options simplify payment and may even reduce expenses for customers, making them an attractive solution.

The partnership between Disney and Warner Bros. Discovery highlights their resolve to respond to shifting customer tastes and stay ahead of the competition in the ever-changing digital entertainment industry, especially in light of the ever-changing streaming landscape.