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Insight of the Day: Consumers want bundles with more than just video

The article reveals key findings from Hub's Battle Royale survey, highlighting evolving consumer preferences in the entertainment landscape. Here are the main takeaways:

  1. Shift in Entertainment Consumption: TV is no longer the primary focus of entertainment. Consumers now engage with a wider range of content, with non-video entertainment sources gaining prominence, especially among younger audiences.

  2. Demand for Bundles Beyond Video: Consumers desire entertainment bundles that extend beyond video content. High-speed internet, mobile phone plans, and streaming music subscriptions are highly valued components of an ideal bundle. Netflix emerged as the only streaming platform to secure a top spot in consumers' preferred bundles.

  3. Openness to Netflix as an Aggregator: Consumers are receptive to Netflix as an entertainment aggregator, despite its primary focus on video streaming. This positive perception stems from Netflix's strong brand reputation and opens avenues for the company to expand into live TV and gaming.

  4. Opportunity for Established Aggregators: Companies like Amazon and AT&T have a significant opportunity to attract subscribers by offering bundles that encompass diverse content categories. This aligns with the growing consumer demand for integrated entertainment packages.

Overall, the research underscores the changing dynamics of the entertainment industry, emphasizing the need for providers to adapt their offerings to cater to evolving consumer preferences. The increasing demand for comprehensive bundles that combine video, music, gaming, and other services presents a lucrative opportunity for companies to consolidate their market position.


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