The world of subscriptions is evolving. Fast. What was once dubbed the “subscription economy” has rapidly morphed into the “subscriber economy” reflecting a power shift in favor of consumers. By 2026, the whole global market is expected to be worth a staggering $599 billion according to Juniper Research. This surge is being driven by an insatiable consumer hunger for content, convenience, and cutting-edge services.
The evidence is unequivocal. Consumers want access to an ever-expanding portfolio of content — not just TV and movies, but music, lifestyle, gaming, food, health, fitness and more. They also want it on their own terms, with the flexibility to switch subscriptions as the mood suits them.
According to research conducted by Bango in November 2022, seven in ten (72%) of subscribers feel there are too many subscriptions on the market. A third (35%) don’t know how much they spend on their subscription, while a similar amount (33%) admits to paying for something they don’t use.
It is this subscription overload — at a time when there’s also a squeeze on household incomes — that has led to consumers calling for more control over the way they manage their digital content. What’s more, they know what they want.
The research found that almost eight in ten (78%) want a single platform for all their subscriptions, with a corresponding number (77%) wanting to be able to pay multiple subscriptions in one monthly bill.
Super Bundling opens the door to millions of potential new customers
Super Bundling allows consumers to select whatever content and services they want via a single online subscription hub. It consolidates subscriptions from different types of media and services across various industry verticals into a single bill and hub.
By building a centralized subscriber-centric subscriptions hub, it opens up a huge new distribution channel underpinned by access to legions of loyal users. It's a new way for companies such as telcos, banks, and retailers to team up with content providers, the likes of Netflix or Amazon Prime, to offer lots of different services all in one place. This means that customers can get all the things they like in one place, and they only have to make one payment every month.
Super Bundling: Consumers want it. Telcos are embracing it. For content providers, it’s an opportunity too good to miss.
Leading the charge in this transformation are telco giants like Verizon in the United States and Optus in Australia, who have spearheaded the creation of content hubs that power the Super Bundling experience. These hubs bring together a multitude of renowned brands, including heavyweights like Netflix, ESPN, Amazon Prime, Duolingo, YouTube, Peloton, Audible, and many more.
Super Bundling is a game-changer for content providers and subscription services. It lets them become a big name in the market, just like the telco companies. It gives them access to millions and millions of potential customers, both in their home country and around the world.
This partnership is great for everyone involved. It means more subscribers, happier customers who stick around, more ARPU, and less churn. And the best part? Super Bundling isn’t meant to replace the existing channels for content and service providers. Instead, it’s another channel for aquisition gaining traction fast. According to Omdia, this year alone, 20% of all online video subscriptions will be sold via telco bundling. While in regions such as Latin America and the Caribbean, nearly half of all streaming video on demand (SVOD) will be sold via telcos by 2026.
But this is about more than SVOD. Every conceivable subscription-based business or content provider —such as gaming, health and fitness, music, education and physical goods services such as food delivery and beauty products – stands to benefit from making their services available through Super Bundling hubs.
Why Super Bundling benefits content providers
Not only does it increase access to domestic markets, Super Bundling opens the doors to new international markets as well. Indeed, ‘piggybacking’ on the brand of a local channel partner can massively accelerate awareness and sign-ups for a digital service provider attempting to enter a new market for the first time.
To put this opportunity into context, content providers can access the entire US market via four telcos. By being part of the Super Bundling revolution, content providers and subscription services can also benefit from associating with formidable marketing power of household brands.
If you're curious to learn more, our in-depth whitepaper will take you on a journey into the world of Super Bundling: increased reach; simplified payments; enhanced stickiness; lower acquisition costs and increased customer perceived value.
Super Bundling is changing the way businesses do subscriptions, and by understanding it, you can get ready for the future and make the most of this exciting new way of doing things. So, why wait? Download our whitepaper now and get ready for the future of subscriptions!