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Report: Telecoms Bundling Video Streaming Service Promotions to Lure, Retain Subscribers
July 31, 2023
The nation’s top wireless carriers are primarily using bundled subscription video service promotions to lure and retain telecom customers, according to new data from Bango, which cited intel from U.S. and U.K. telco brands..
Spearheaded by Verizon and T-Mobile, 71% of telco leaders have seen a boost in customer retention and acquisition off the back of video streaming bundles and deals. Other promotions include music streaming services (68%), sports (64%), food delivery subscriptions (59%), health and fitness subscriptions (57%), audiobooks (54%), gaming, (53%) and subscriptions for workplace and productivity apps (51%).
Verizon made news in 2019 when it offered wireless customers free 12-month access to the upstart Disney+ SVOD platform. That was followed by T-Mobile offering free Netflix access, and Verizon adding six-month access to Apple TV+. Now, 78% of U.S. telecom subscribers expressly ask free SVOD access, according to a recent consumer survey. Another 63% said they would pay more for wireless subscriptions if it included a centralized content hub such as Verizon’s +play platform.
Anil Malhotra, Bango CMO, contends that by leveraging bundled streaming services to consumers, telecoms can ensure that their services remain relevant to their subscribers.
“By deploying a … wide range of popular subscription services, telecoms can optimize the management and delivery of [streaming bundles], making it easier for customers to access an array of services,” Malhotra said in a statement.
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