Research: US pay video users seeking telco-provided ‘super bundles’

Over half of US subscription video consumers think telcos and mobile provider are best-placed to manage a ‘super bundle’ of services, according to research commissioned by technology outfit Bango.

The outfit found that demand for such super-aggregation bundles is on the rise, with 77% of US subscription users looking to merge all of their subscriptions into a single super bundle. Of these, 51% believe that telcos and mobile providers will be best placed to manage an all-in-one service.

The company commissioned a study of 2,500 American subscription users.

Of those pushing for telcos to manage their bundle, 84% say that they would be more loyal to their current telecoms provider if it managed all their subscriptions. Some 58% say that they would leave their current telecoms provider if a super bundle offering became available elsewhere.

Bango pointed to the emergence of ‘super-bundle’ plays such as Verizon’s +Play content hub in the USAand Optus’ SubHub subscriptions brand in Australia.

Bango CMO Anil Malhotra said, “Telecoms companies are perfectly placed to take advantage of the switch to Super Bundling. It’s clear from our research that consumers want telcos to lead the charge.

Subscriptions are meant to make life easier, but the reality is a labyrinth of disjointed systems, accounts, and monthly bills. The new generation of all-in-one Super Bundles will solve that, putting subscribers in control and creating new growth opportunities for telcos.”

The research data was released at MWC Barcelona.