March 21, 2025
According to the new study of 5,000 US subscribers, they are finding new ways to save money through bundling. Bango's Subscriptions Assemble study reveals that nearly a quarter of US subscribers (23%) pay more than $100 a month for streaming and subscription services, which works out to more than $1,200 a year - a significant amount in today's economy. Subscribers are also trading in their standalone subscriptions for combined 'bundle' deals.
he actual data shows that the average American pays for 5.4 subscriptions - two of which are now paid for as part of a bundle or similar deal. More than half of subscribers (55%) now get these 'indirect' subscriptions through their mobile operator, while 34% access and pay for them through a retailer such as Walmart (Walmart+) or Amazon (Prime). The rise of bundling means that 44% now get a subscription they used to pay for for free as part of a bundle - rising to 55% among 18-24 year olds.
41% of subscribers are annoyed that they can't manage all their subscriptions in one place, while 62% say they would rather have a bundle than sign up for individual services. Bango's report argues that the move towards bundles is as much about convenience and flexibility. Nearly two thirds of subscribers (63%) go as far as asking for one app to manage all their subscriptions and streaming services.
Paul Larbey, CEO of Bango, highlighted that the results of their latest research reveal a major shift in the multi-billion dollar streaming services industry. The US is moving from a 'subscription economy' to a 'bundle economy', where platforms no longer compete in isolation, but join forces to deliver greater value to subscribers.
Larbey argues that it's not just about streaming services, but also gaming services and even AI subscriptions that are coming together not just through telcos, but also retailers and banks. The rise of services like 'Verizon +play' has helped popularize this kind of all-in-one 'super bundle’.
While video streaming remains the most popular subscription (75%), nearly two-thirds of US subscribers (62%) pay for a retail subscription and nearly a quarter (22%) pay for a gaming subscription. New markets are also opening up, with 1 in 10 subscribers now paying a monthly subscription for an AI service such as ChatGPT (9%).
The streaming market is constantly evolving and changing. Companies need to be ready and react quickly to stay at the top of the list of players and continue to find ways to stay profitable. It is interesting to watch how large and small content providers are trying to get a slice of this huge pie. Streaming is the future of delivering entertainment to people, there's no doubt about that.
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