7 key takeaways from March Bytesize: New US survey data & insights revealed

Staying competitive in the digital economy means more than simply offering content, it means creating seamless, personalized experiences that reflect consumer behavior. Our March Bytesize session invited Giles Tongue who explored how bundling has evolved to meet changing consumer needs and expectations. From subscriber trends to emerging business models, here’s a breakdown of the top 7 key takeaways from this recent online session. The online session was based data pulled from the latest US subscriber research conducted in January 2025, launched in March 2025 named Subscriptions Assemble – Welcome to the Bundle Economy.

If you want to watch the full video below, which is available on YouTube.

1. The rapid growth of subscription bundling

Consumers who spend nearly $1,000 a year on subscriptions want value, convenience, and simplicity, all rolled into one package. Bundling answers this call. Rather than juggling multiple subscriptions across different platforms, users now expect a single interface where they can manage it all.

Third-party research from Juniper Research predicts the global subscription economy will reach $1 trillion by 2028. Indirect subscriptions – particular bundled subscriptions – represents the fastest growing part of the market, especially popular with today’s young consumers. Direct-to-consumer is no longer the only channel default; now, subscribers are acquired indirectly via telcos, retailers and banks.

For example:

• 91% of speciality-SVOD services (like Crunchyroll) subscribers now come through indirect channels (Antenna)
• 25% of Apple TV sign-ups are via Amazon Channels (Antenna)

This fundamental change in consumer preference for seamless experiences highlights bundling as a key strategic consideration to not be ignored.  

2. Indirect subscriptions are reshaping the market

Indirect channels are now a critical piece of the subscription puzzle:

• 68% of US consumers have at least one indirect subscription
• 30% of all SVOD services are accessed through telco or non-telco bundles (Omdia, 2025)

Why do consumers prefer it this way? Three key reasons:

• Services are often included for free
• Easy to add to existing bills
• Better perceived value than direct offers

Retailers like Amazon are leaning into this model, expanding their role from product sellers to subscription aggregators. With an average US consumer spending $900 annually on subscriptions, the indirect channel is where acquisition, retention, and loyalty are increasingly won.

3. Beyond averages: Understanding target demographics

Different age groups exhibit vastly different subscription behaviors. Averages don’t tell the whole story. Younger users (18-24) embrace gaming, AI tools, music, and social media subscriptions. Meanwhile, users aged 65+ focus on news, music, and sports.

Bundling strategies must reflect this diversity. For example:

• Gamers subscribe to more services and spend significantly more
• Finance/budgeting app users average 8.2 subscriptions vs. 5.4 overall

By segmenting audiences, businesses can build bundles that speak directly to lifestyle, interest, and behavior – increasing uptake and satisfaction.
Bango recently launched some new data which double clicks on the GenZ demographic, you can access this full release here.

4. Subscription flexibility = subscriber loyalty

Gone are the days of the pre-packaged cable bundle where you get what you are given. The modern subscriber demands choice. Giles highlighted that 63% of consumers want a single platform to manage all their subscriptions. And 62% want to handpick their services rather than accept fixed bundles.

This trend is driving:

• Higher satisfaction from self-curated bundles
• Lower churn due to perceived value and control
• Increased engagement due to simpler UX

When done right, bundling empowers users to feel in control which directly translates to greater brand loyalty and longer lifetime value.

5. Super Bundling enhances customer retention

Super Bundling takes the strategy a step further, offering diverse, multi-service content hubs:

• Optus SubHub: % discount tiers based on number of active subscriptions in your basket
• Verizon +play: Diverse range of content across categories, with exclusive pricing and centralized billing
• Telenet: Marketplace available through TV, online and in-store delivering the best entertainment subscription overview and bundles in one convenient location

Bango data shows that 54% of consumers would pay more to manage multiple subscriptions in one place. Even banks are exploring this model to attract younger, more subscription-savvy users. 29% said they’d switch banks for access to a better bundle.

Super Bundling isn’t just a user benefit, it’s now a crucial part of a retention engine.

6. Subscription management unlocks control

Confusion breeds cancellations. 62% of users say it would be easier to manage household expenses if they could centralize their subscriptions.
Bundling platforms like the Digital Vending Machine® allow businesses to:

• Offer a single access point to manage all services in one place
• Surface recommendations based on real usage
• Create seamless upgrade/downgrade and top-up options

This transparency builds trust, and trust builds loyalty.

7. Bundling strategies drive loyalty & acquisition

Giles explained the distinction:

• Hard bundles: Great for acquisition. Use fixed, value-driven offers to onboard customers.
• Super Bundling through content hubs: Better for retention. Let customers explore, swap, and personalize their subscriptions.

When paired, these strategies maximize reach and lifetime value. Businesses that combine smart marketing, segmentation, and personalization stand out in a crowded field.

Final thoughts: The future is bundled

Bundling isn’t a passing phase. It’s a strategic transformation of how digital content is bought, delivered, and experienced. With rising subscriber expectations and increasing competition, flexibility and control are no longer optional. They are essential.

Want to learn how Bango can power your bundling strategy?

Reach out at sales@bango.com or connect with the team on LinkedIn.
Watch the full Bytesize session with Giles Tongue here

Discover how the Digital Vending Machine® can help you launch faster, scale smarter, and retain longer.