The new cable bundle is here, and it consists of streaming services picked by consumers. According to new data from research firm GfK, 16 percent of domestic viewers subscribe to multiple streaming services—a six percent increase from just a few years ago.

These “self-bundling” households generally don’t subscribe to pay-TV. According to GfK, 20 percent of these households subscribe to Netflix and Amazon Prime Video, 9 percent use Netflix and Hulu, and 5 percent use all three.

David Tice, SVP of media and entertainment at GfK, believes that if services are planning on increasing prices for this new generation of bundling consumers, it’s best to do it sooner than later:

“As consumers start to self-bundle, the potential impact of increasing subscriber fees for each streaming service will be compounded . . . The last one to a price-increase party may be the first one canceled — so individual streaming services need to consider competitor plans before instituting price hikes. There may also be a place in the market for a third-party aggregator of discounted streaming services,”

Does your household subscribe to multiple streaming services, Insiders?

[via Home Media Magazine]