79% Indians prefer bundling of streaming services: Amdocs-Vanson Bourne Survey

The data further revealed that customers prefer the quality of content over the pricing.


Mumbai: Amdocs, software and services provider to communications and media companies, on Wednesday, released the findings of its latest Streamer 2021 report which surveyed 1,000 consumers in India about their streaming and subscription services preferences. The data revealed the respondents’ inclination towards mega bundles comprising content and communications services.

According to the report, 76 per cent of all surveyed consumers expect to add to their current subscriptions video streaming services, wellness and e-health, and e-learning services, in that order of preference. Consumers have explored the vast array of content and services available to them, discovering that there are plenty of offerings that stretch beyond the satellite/cable and video streaming status-quo.

When asked how their live and on-demand consumption habits are set to change compared to the last 12 months, over two-thirds (69 per cent) of consumers expect the overall time spent on it to increase in the next six months from the current average of 14 hours per week.

Customers are also showing high levels of interest in mega bundles comprising content and communication services: The next generation of bundles will still allow consumers to control key aspects such as subscription management, with user settings being controlled centrally for an added level of privacy. Just under four-fifths of respondents (79 per cent) would be interested in a bundle of video streaming, entertainment, and communication services, followed by multiple video streaming services (73 per cent), and video streaming and communication services (72 per cent).

Quality of content is a major loyalty driver (71 per cent), which trumps even attractive prices (45 per cent).

Customers want to create their own content package. The call for a packaged bundle continues, even as most customers cite that they would prefer to create and pay for a content package that is limited to content that they are interested in versus paying more for access to the provider’s entire library. This is most likely to be the case for consumers if they can pick content that can be accessed across video streaming services (69 per cent), satellite/cable (67 per cent), music streaming services (61 per cent), and gaming (55 per cent).

Customers also shared that if they could create a ‘perfect’ bundle of their subscriptions, they would be most likely to pay more to include on-demand binge-worthy TV series (56 per cent), all games for one specific sporting team (49 per cent), virtual classes/training (46 per cent) and fitness classes with a 'celebrity' trainer (45 per cent).

“The pandemic has led to increased consumption of media and entertainment services," said Amdocs Media GM and chief commercial officer, Raman Abrol. "Availability of multiple streaming options under one roof has resonated well with the comfort levels of consumers who are confined at home and on the lookout for new means of entertainment. As we know that the customer is the king, this is an exciting opportunity for service providers to give them the option to bundle their services where they can access all their media and entertainment subscriptions in one place."

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