"Streaming services are getting so expensive that they are pushing more and more people to sign up for bundled subscriptions to save money. While $16 of savings may sound like streamers leaving money on the table, Bango CEO Paul Larbey said bundle subscribers are less likely to churn than the typical streaming subscriber. "It gives the consumer more control over the subscriptions, but likewise, it gives the content provider a better lifetime value, because those subscribers churn a lot less," he said."
"A survey conducted by Hub Entertainment Research earlier this year found that bundle subscribers are 42% more likely to maintain a bundled subscription vs. a standalone subscription. That said, a larger share - 44% - said they were just as likely to retain or cancel a bundled subscription as a standalone subscription. Whether or not a bundled subscription is any stickier than a standalone one, there are certain standalone subscriptions that are particularly sticky."
Rising streaming prices are pushing more consumers toward bundled subscriptions to save money. Bundles can deliver modest average savings (around $16) while potentially increasing subscriber retention and lifetime value for providers. Bango reports that bundle subscribers churn less than typical streaming subscribers and provide consumers with more control over subscriptions. Hub Entertainment Research found bundle subscribers are 42% more likely to maintain a bundled plan, though 44% reported equal likelihood to retain or cancel bundled versus standalone options. Certain standalone services are highly sticky: 60% of respondents said they will never cancel Netflix, with Prime Video at 31% and Hulu at 24%. Generational differences affect subscription preferences.
Read at Digiday
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