Recent price hikes across the industry, including from the likes of Netflix and Disney+, are impacting subscribers — nearly half (42%) having recently canceled a subscription due to price increases, peaking at 48% in
Europeans respond to ‘ad tiering’
The report also reveals diverse reactions to the introduction of ad-supported tiers. In the
Overall, 31% of European subscribers have downgraded to a cheaper ad-supported tier, while 26% have upgraded to avoid ads. A significant majority (76%) believe that paid subscriptions should remain ad-free.
‘Super Bundling’ and subscription hubs
As the number of subscriptions grows, European subscribers are increasingly seeking simplified management solutions. Over half (58%) express a desire for an all-in-one subscription platform that allows access to all services within a single content hub and provides the convenience of managing all subscriptions and accounts through one monthly bill. This demand is especially high in
Similarly, German subscribers, who are the most likely to lose track of their spending, with 27% paying for services they do not currently use, would benefit from such a unified platform.
The Bango report underscores the evolving landscape of the European subscription market, with a clear trend towards Super Bundling as a solution to subscription management challenges. As consumers seek more streamlined and cost-effective ways to handle their subscriptions, service providers have a unique opportunity to innovate and meet these demands.
To find out more European subscriber trends, download Bango’s full European Subscription Wars: Super Bundling Awakens report here.
About Bango
Bango enables content providers to reach more paying customers through global partnerships. Bango revolutionized the monetization of digital content and services, by opening-up online payments to mobile phone users worldwide. Today, the Digital Vending Machine® is driving the rapid growth of the subscriptions economy, powering choice and control for subscribers.
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