Streaming customers opt for bundle plans to cut costs, new Kantar data shows
Cost-conscious consumers are increasingly signing up to monthly deals which help reduce their streaming charges.
Streaming customers are increasingly looking for ways to cut costs, turning to bundle plans to save.
New research from data and insights firm Kantar has found 20.6 per cent of Australians surveyed signed up to VOD (video on demand) bundle services in the June quarter, compared to 17 per cent in the same quarter in 2023.
The most popular streaming bundle deals include offerings by Apple TV+, with 43.6 per cent of their customers signing up to this option, followed by BritBox at 39.1 per cent, YouTube Premium at 33.9 per cent, Binge at 30.9 per cent and Paramount+ at 29.6 per cent.
Kantar consumer director Andrew Northedge said there was an increasing amount of bundle options being offered to customers to get them to sign up to discounted streaming services.
“There’s so many options out there now compared to a year ago. Hubbl is obviously the big one,” he said.
“Bundling is occurring more when people sign up to a new service, often the catch is an extended free trial with a telco, that can be a hook.”
Hubbl was launched in February and allows customers to access more than a dozen streaming apps on one interface. Hubbl is part of the Foxtel Group. News Corp, publisher of The Australian, has a 65 per cent stake in Foxtel with the remaining 35 per cent owned by Telstra.
Mr Northedge said some bundle deals were wrapped in with other products and services, including smart TVs and music streaming platforms.
The results are based on a longitudinal study of 10,000 Australian streaming consumers and a quarterly boost sample of 2500 new subscribers.
The latest research, which will be released this week, also showed growth in consumers signing up to streaming services featuring advertisements to lower their monthly costs. Streaming services with ads (AVOD) come at a discounted price.
The data showed the number of consumers with AVOD services has almost doubled in the past year, from 962,510 in the June quarter of 2023 to 1,836,536 in the June quarter this year.
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