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Insight of the Day: Consumers want to pay telcos to manage their content subs

Consumers Want to Pay Telcos to Manage Their Content Subs: Summary

Findings:

  • A survey by Bango found that European consumers are willing to pay extra for a content hub service that allows them to manage their various subscriptions and accounts in one place.

  • On average, 58% of respondents want a single app to manage subscriptions, rising to 67% in Spain.

  • 40% of respondents would sign up for more services if they could do it through an all-in-one subscription platform.

  • 38% of subscribers would pay more to their connectivity provider if popular subscriptions were included in their package, and 35% would pay up to 25% more.

  • Consumers prefer their mobile (46%) or broadband provider (36%) to act as a content hub.

Key Takeaway:

European consumers are looking for a convenient way to manage their content subscriptions and are willing to pay a premium for it. Telecom operators are well-positioned to offer this service, as they are the preferred providers for a content hub.

Trend:

The trend of consumers wanting a centralized platform to manage their subscriptions is growing, as evidenced by the popularity of all-in-one content hubs in the US and Australia. This trend is driven by the increasing number of subscription services available and the desire for a more streamlined and cost-effective way to manage them.

Conclusions:

  • There is a significant opportunity for telecom operators to increase customer spending and reduce churn by offering a content hub service.

  • Super-bundling, where popular subscriptions are included in a connectivity package, is a potential revenue driver for telcos.

  • However, the cost-of-living crisis means that consumers are still looking for ways to save money, so telcos need to ensure their content hub offerings are competitively priced.

Implications for Brands:

  • Telecom Operators: Should consider developing and offering content hub services to attract and retain customers.

  • Content Providers: Can partner with telcos to offer their services through content hubs, potentially reaching a wider audience.

  • Subscription Management Platforms: Companies like Bango can provide the technology and infrastructure for telcos to build and operate content hubs.

  • Other Service Providers: Should explore ways to integrate their offerings into content hubs to stay competitive in the market.

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