New Bango subscriber research: 2025 is the year of the bundle economy

New research from Bango reveals a profound shift happening in the subscription economy: 68% of American consumers now sign up to their subscriptions as a bundle or through a third-party channel. Savvy subscribers are no longer committing to individual subscription providers – they’re chasing convenience, flexibility, and value.

This transformation is turning rivals into allies. Paramount+ and Apple TV+ aren’t just competing with Amazon Prime Video – they’re bundled with it. The subscription economy is no longer about battling for loyalty; it’s about offering more, together.

New Bango research of 5,000 US subscribers

The latest report from Bango, Subscriptions Assemble: Welcome to the bundle economy, unpacks this behavioral shift and reveals how businesses can adapt to this new era of collaboration.

In this report, we explore:

• How competition turned into collaboration
• Why more subscribers are signing up through bundles and third-party channels
• How consumers are managing their subscriptions more strategically
• Why subscription fatigue is driving the need for a centralized management solution
• Which industries stand to gain the most from bundling

Below, we share a few key highlights. Download the full report to learn more about the strategies businesses need to succeed in the bundle economy.

Welcome to the bundle economy

The way people subscribe to digital services has reached a turning point. The subscription wars – where providers fought for individual subscriber loyalty – are subsiding to make way for a bundle economy, where collaboration is critical to growth.

Findings from the new report reveal:

• Competitors are collaborating – The average US subscriber now pays for 5.4 subscriptions, with 2 of those acquired through bundles or third-party channels. Services like Paramount+ on Amazon Prime Video, and Netflix and Max coexisting on Verizon +play, prove that former competitors are now sharing space. And subscribers? They love it.
• Bundles represent the best deal – Nearly 1 in 3 (28%) say they get a worse deal when subscribing directly, rising to 41% for those under 35. With 62% of US subscribers preferring a bundle over multiple individual subscriptions, the growth potential is clear.
• Super Bundling is set to take over – Consumers don’t just want more subscriptions — they want a better way to manage them. 63% of subscribers now want a single app to manage all their subscriptions. Platforms like Verizon +play in the US and Optus SubHub in Australia are already making this possible. With demand growing, more brands are expected to follow.

What this means for subscription providers

The bundle economy is more than just a trend – it’s a fundamental shift in how digital services are bought and sold. Subscription providers must rethink their strategies to stay relevant.

With 68% of US subscribers actively shopping around for the best deals, businesses need to ensure their services are available through the right bundling partners. As rigid, long-term contracts lose their appeal, flexibility and control have become top priorities for consumers.

Providers that make subscription management seamless will gain a serious edge – and Super Bundling will be the key to staying ahead.

Ready to unlock the power of bundling?

The subscription economy is evolving. Download Bango’s full report to get the insights you need to stay ahead in the bundle era.

Download the full report now