How content providers can stay competitive in a subscription-rich world: Get our latest report

Competition is intensifying, subscription fatigue is rising, and customer acquisition costs are rising, forcing subscription brands to rethink their growth strategies. So, what do today’s subscribers want? Convenience, personalization, and value. And that’s where bundling comes in.

No longer just a nice-to-have, bundling has evolved into a powerful growth engine – driving acquisition, reducing churn, and increasing long-term engagement. But to unlock its full potential, content providers need more than partnerships; they need the right tactics, expertise and technology to succeed. That’s exactly what we explore in part two of the Bango inside secrets report.

What’s inside the report?

Based on interviews with senior executives from ten of the world’s biggest subscription brands the report reveals how next generation bundling strategies are being implemented by these subscription brands to stay ahead. Here’s what you’ll learn:

• Real-world lessons and strategies that top subscription brands use to bundle successfully
• Best practices for seamless onboarding and scaling of bundling partnerships
• The most successful partnerships driving bundling growth
• The common challenges of bundling – and how to overcome them

Why bundling matters now more than ever

If there’s one key takeaway from Bango’s Subscription Wars body of research, it’s that subscriber fatigue is a critical issue that needs solving. Over the past few years, subscribers have consistently voiced their frustration – too much choice, too little flexibility.

Statistics like “80% of LATAM subscribers feel overwhelmed by the sheer number of services”, and “almost a third of US subscribers are turning to piracy to access the content they want” illustrate the urgent need for simplified, cost-effective subscription models that offer more value and more convenience.

In fact, in this report one industry leader warned that without greater collaboration between providers, brands risk losing customers altogether.

Big brands are already reaping the rewards of bundling

Previous Bango-commissioned research has shown that content providers recognize the power of bundling, with 80% agreeing it is the future of the industry, and 70% advocating for cross-industry collaboration. Many have already been pursuing bundling strategies: 69% participate in soft bundles, 56% in hard bundles, and 49% offer free access as an add-on.

In the latest inside secrets report, industry leaders emphasize the impact of partnerships – particularly with telcos, OEMs, and gaming platforms – as key channels for customer acquisition and engagement. Executives widely agree that bundling not only attracts new customers but also increases engagement, loyalty, and revenue.

The challenges of bundling

However, many senior executives admit hesitating to embrace bundling due to concerns about its complexity and operational challenges, particularly when managing multiple partnerships. As one put it, “Each deal is structured differently; there is no one size fits all.”

But these concerns reflect scalability challenges, not roadblocks. With the right technological partner, content providers can simplify operations and accelerate growth.

That’s where the Digital Vending Machine® (DVM™) from Bango comes in. Chosen by leading subscription brands like Disney+, Xbox Game Pass, and Microsoft 365, the DVM™ eliminates integration hurdles enabling them to connect once and open up access to millions of customers through indirect reseller channels. The Bango DVM™ enables brands to launch bundling strategies in weeks instead of months, unlocking new customers and revenue streams faster than ever.

How to do bundling right

The leaders we spoke to emphasized the importance of selecting partners based on reach, audience fit, and technical capabilities, ensuring clear financial incentives such as minimum revenue guarantees. While hard bundles with telcos have so far offered the highest rewards, they demand significant integration efforts, whereas soft-bundling and loyalty programs provide more flexibility with lower upfront investment.

Market segmentation and targeted promotions are also critical for maximizing retention without being overly broad. Ultimately, well-structured partnerships – supported by strategic user discovery, effective marketing, and smooth onboarding experiences – create the best opportunities for growth.

Get the inside secrets: Download the report now

Download part two of the inside secrets report today and gain the insights you need to build a smarter, faster, and more profitable bundling strategy.