Shares of Paramount Global (PARA) jumped over 9% Friday and Apple (AAPL) shares rose 0.7% following a reportꦜ the two are in talks to bundle their♍ streaming services.

The Wall Street Journal reported the discussions involve offering customers a combination of Paramount+ and Apple TV+ that would cost less than subscribing to both separately. It added that the negotiations are in the early stages, and it remains unclear what a deal would look like.

The paper noted that because consumers pay monthly for streaming services, it's easy for them to cancel if they’ve seen the specific entertainment they signed up for, and putting two services together with a wider variety of options could make continuing the subscription more attractive. 

The Journal had reported in early November that Verizon Communications (VZ) would be bundling ad-supported versions of Netflix (NFLX) and Warner Bros. Discovery’s (WBD) Max for about $10 a month, at a $7 discount from the individual subscription prices combined.

Paramount Global shares surged following the news to their highest level since August, but remained lower for the year.