That’s a bundle! Celebrating unusual and unexpected bundles

When you spend all day every day working on subscription bundling, as we do here at Bango, you start to see possibilities everywhere, unexpected combinations that might not seem obvious at first, but have real potential.

How many bundles can the Digital Vending Machine® (DVM™) from Bango currently facilitate?

The average US subscriber has 5.4 subscriptions (Source: Subscriptions Assemble). So how many bundles could now be created using the Digital Vending Machine® (DVM™) from Bango, in sets of 2 up to 6? Since we have 114 connected content providers, if we assume they have just one subscription product each, that means the Bango DVM can produce over 2 billion bundling combinations!

What would make your ultimate bundle?

How about a couple of your favorite SVOD (Netflix, Disney+, Paramount+), Amazon Prime for retail, Xbox Game Pass for gaming and Uber Eats for mealtime. That’s a bundle!

Unusual combinations

However, our favorite game, is imagining odd bundling combinations. Perhaps Calm with UFC+! Now, that’s a bundle! You have a go…

That’s a bundle – the campaign

In this new campaign, ‘That’s a bundle’, Bango draws on research conducted for our Subscriptions Assemble study, of 5,000 US based subscribers, which told us that one in three Americans (31%) now pay for a specialist subscription.

Here we identify some unusual combinations of subscription category and celebrate them with some eye catching creative.

What does the data tell us?

According to our research, 1 in 10 subscribers now pay for at least one children’s subscription service such as ABCmouse, while 1 in 20 pay for a guided meditation subscription. A further 1 in 20 pay for at least one foreign-language streaming service.

It’s no surprise that over half (58%) of subscribers surveyed believe that today’s bundling offers should include a wider variety of specialist subscriptions, beyond the typical bundlers – subscription video on demand, retail and music are typically the most popular categories of subscription.

With the average subscriber taking 5.4 subscriptions, 2 of which (37%) come from indirect channels, bundling is now a major part of our everyday lives, and it turns out that doesn’t just mean various combinations including Netflix, Disney+ and Prime anymore.

Gen Z, loves (Gen) AI

In our research, we uncovered that Gen Z over index in subscriptions for AI, with 15% taking a subscription such as ChatGPT.

Just for fun, we challenged ourselves to make new creative for this campaign using Generative AI – from voice over to videos and images.

Top subscription combos

So, when looking at the specialist end of the subscription market, which are the most subscribed combinations?

• 34% of health‑and‑fitness subscribers also pay for a food delivery or meal kit service

• 26% of students combine language or study apps with international cuisine services such as Hungry Panda

• 21% of food delivery subscribers also pay for genre‑specific streamers like Shudder

• 16% of AI tool subscribers pay for a dating upgrade (e.g. Tinder Gold)

• 14% of gaming subscribers pay for pet‑care subscriptions such as BorrowMyDoggy

As bundling increases, over 90% of subscription executives said they are planning to increase indirect subscriptions (source: Gravity Shift), it won’t be long before we’re all saying ‘That’s a bundle’ as more combinations, deals and offers come to market. And we’re excited that the Digital Vending Machine from Bango is part of this exciting new bundle economy.