A representative study conducted by British marketing company and payment service provider Bango concluded that the average German currently spends 57 euros per month on streaming, i.e. 684 euros per year. Mathematically, that’s 3.3 subscriptions for every person. However, what’s more interesting is that the sharp increase in channels, the introduction of advertising and the ban on password sharing have led to subscription fatigue in this country.
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According to the study, spending and subscription numbers will increase even more in the short term as a result of the sports summer of 2024. 22 percent of customers want to sign up for a new service to watch the European Football Championship and 20 percent to follow the Olympic Games. Subscriptions for Formula 1 come next with 18 percent and subscriptions for the Tour de France and Wimbledon with 16 percent. But these are only short-term effects.
24 percent of those who cancelled subscriptions did so because of the introduction of advertising. 30 percent did so because of a price increase. In fact, according to the study, 53 percent can no longer afford the subscription of their choice, and 32 percent have not even kept up with their subscription costs. Subscribers will now prefer all-in-one subscription platforms with so-called super bundling offers – especially from telecom providers.
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According to the study, more than 50 percent of people want an app or all-in-one subscription platform with which they can manage all subscriptions. They associate concrete expectations with such an app, namely the ability to pay for multiple subscriptions through a single monthly invoice (50 percent of customers), the ability to centrally update payment data for all channels (31 percent), the ability to temporarily interrupt the subscription (45 percent), the subscription period (weekly, monthly or yearly) can be changed flexibly and at any time (34 percent), switching between premium and advertising-financed offers (22 percent) and calculating the best offers and prices across all platforms in one place (32 percent).
It is also clear who customers want an all-in-one subscription service from: 46 percent from a telecom provider, 36 percent from a broadband provider and 17 percent from a TV, satellite or cable provider. From the point of view of service operators, all-in-one offers will also have a positive effect on consumer behavior. 38 percent would pay more on a bill if a package with popular subscriptions was automatically included. 35 percent of customers would be willing to pay 25 percent or more on their mobile phone bill if the subscription was included in the price. 54 percent of European customers would be more likely to stay loyal to a brand that offers an all-in-one subscription service. 39 percent would leave their current provider if this service was available elsewhere.
The study is based on a survey of 5,000 customers, divided into 1,000 customers each in Germany, France, Italy, Spain and the UK.
(Private)
