Apple is engaging in preliminary talks with Paramount about potentially offering a discounted bundle that combines both Apple TV+ and Paramount+, according to a new report from The Wall Street Journal.

The proposed bundle would allow subscribers access to both streaming services at a lower monthly price than if the services were purchased separately. Right now, Apple TV+ is priced at $9.99 per month and an ad-free Paramount+ subscription costs $11.99 per month. Therefore, consumers could expect the rumored joint bundle to ring in below the current $22 total for getting both Apple TV+ and Paramount+ individually.

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These kinds of cross-platform partnerships are becoming more commonplace as media companies experiment with new ways to drive streaming subscriptions. In 2021, Apple offered its Apple TV+ subscribers the option to add the Paramount-owned streaming services SHOWTIME and CBS All Access at a 50% discount. However, that promotion ended a few months after Paramount+ launched to consolidate the company’s streaming offerings under one roof.

According to inside sources, talks between Apple and Paramount are still in the very early stages. It’s unclear what exactly the proposed Apple TV+/Paramount+ bundle would look like and negotiations could ultimately fail to produce a definitive partnership.

Nonetheless, Apple’s pursuit of opportunities like this speaks to the company’s evolving streaming strategy. Despite spending billions on developing high-quality original content, Apple TV+ is still widely seen as the smallest of the major streaming players. Apple rarely discloses hard data about its streaming service’s performance.

Recently though, Apple does seem to be getting more aggressive about raising Apple TV+’s profile. Big-budget films like “Killers of the Flower Moon” and “Napoleon” are getting exclusive theatrical releases ahead of their streaming debuts. Just this past spring, Apple TV+ became available to millions of French subscribers at no extra cost thanks to a groundbreaking agreement with pay-TV provider Canal+. And wireless carriers like Verizon now offer their customers free access to Apple TV+ as an extra perk.