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East Asia leading the world in subscription bundling, but localized content key to unlocking market
TOKYO, Oct. 02, 2024 (GLOBE NEWSWIRE) -- More than a third (34%) of subscribers in East Asia now sign up to services exclusively via third-party bundles and offers — a growing trend of bundling that is already significantly higher than in the USA (20%), Latin America (21%), or even Europe (30%). In Japan, nearly 40% of subscribers are going indirect, the highest of any country Bango (LSE: BGO.L) has surveyed. That’s according to a survey from Bango of 5,000 subscribers across Japan, South Korea, and Taiwan.
As Western subscription services look to expand internationally, East Asia represents a market full of growth opportunities. The subscription economy there is thriving, with subscribers now juggling an average of 3.3 subscriptions per person and spending on average $29 each month ($348 per year) across video, music, gaming, retail and more. This figure is even higher in Taiwan, where subscribers manage 4.2 subscriptions and spend $35 monthly — driven in part by Taiwan’s strong gaming culture, where nearly half (42%) of subscribers pay for a gaming service, compared with only 25% in the USA.
However, for content providers eyeing expansion into the region, it’s important to recognize that content needs to be culturally relevant and localized. Bango found that 70% of East Asian subscribers prefer services that offer content in their native language.
This presents a significant opportunity for international content providers to tailor their offerings and capture new audiences in a rapidly evolving market.
Subscription Hubs and ‘Super Bundling’
As the market continues to grow, East Asian subscribers are also looking for ways to simplify their subscription management. Almost two thirds (64%) of subscribers want a single app to manage all their subscriptions and accounts — rising as high as 71% in South Korea. If such an app were available, well over half (60%) of subscribers say they would spend more time using their subscriptions, and half (50%) would sign up for more if they could manage everything in one place.
Super Bundling — consolidating all subscriptions into one manageable content hub — is emerging as the best solution to subscriber demands. Services like SK Telecom’s T Universe and AU by KDDI’s bundle offerings are already paving the way for this shift in East Asia. These platforms — similar to Verizon +play in the US — provide subscribers with more choice, flexibility, and control over their services, significantly simplifying management and improving the overall user experience.