Super bundling is an emerging subscription strategy that involves offering consumers a package of multiple subscription services at a discounted price.
A super bundle brings together multiple subscription services from various, sometimes competing, companies into one single-billed discounted offer, rather than a bundled offer of assets owned by a single entity.
Let's look at some insights into this trend from various sources.
- As a?recent Bango and Omdia report on telecommunications subscriptions?highlights, 20% of subscription video on demand (SVOD) subscriptions are already sold through bundling partnerships with telco companies, reaching 25% by 2028.
- The adoption of a new form of content service bundling — super bundling — allows consumers to subscribe to a wide variety of services via a single content hub with one bill for easy management and content discovery
- Super bundling creates a new marketing channel for content providers looking to drive growth. It taps into consumers demanding a new approach to managing subscription services.
- Whether due to subscription fatigue or the cost-of-living crisis, subscribers are already looking for ways to take charge of how they manage and pay for their subscriptions.[SOURCE]
- Content owners that have long battled head-to-head in the SVOD space are about to engage in strategic bundling with competitors
- Telcos are one cohort interested to complement their service offerings while platform players like Amazon, Apple, Google, and Roku, which have premium video offerings, could also be in play.
- One of the things that makes streaming services appealing — the easy ability to sign up or cancel — has also resulted in a churn issue as some viewers will simply subscribe to a service just to watch certain content or for a short period of time before hopping to a different one.[SOURCE]
- A quick listen to the frustrations of streaming consumers would tell you why a new/old streaming bundling approach might make sense.
- We already have bundling of multiple services: “Disney Bundle” customers who take Hulu and ESPN+ along with Disney+ get an attractive bundled price, WBD’s Max incorporates Discovery+ content, and Paramount Global has announced that Paramount+ and Showtime will now be a combined streaming service.
- The institutional challenges of a re-bundling are not insignificant.
- A new era of streaming bundling would require some key elements to work: dual revenue streams, tiering flexibility, and multi-genre options.[SOURCE]
