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East Asia leads global shift toward subscription bundling
Consumers in Japan, South Korea, and Taiwan spend $348 annually on subscriptions.
Subscription bundling is becoming the preferred method for service sign-ups in East Asia with 34% of subscribers now opting for third-party bundles and offers.
Based on a report from Bango, this rate had surpassed other global regions where the trend of bundling is growing such as the USA (20%), Latin America (21%), and Europe (30%).
Bango surveyed 5,000 subscribers from Japan, South Korea, and Taiwan and found out that consumers in the region manage an average of 3.3 subscriptions per person and spending $29 per month across video, music, gaming, retail, among others.
The figure is even higher in Taiwan where subscribers juggle 4.2 subscriptions and spend $35 monthly — driven in part by the country’s strong gaming culture where nearly half or 42% of subscribers pay for a gaming service.
However, Bango revealed that affordability is also a crucial concern in the region amid increasing costs of subscriptions, with 62% of subscribers saying they cannot afford all the subscriptions that they want.
Despite issues on affordability, 37% of East Asian subscribers would still be willing to pay a higher bill for a Super Bundling service if it included a package of popular subscriptions.
Super Bundling is an emerging vital strategy for subscriber loyalty through consolidating several subscriptions into one platform.
