36%的用户为了避免广告而升级
Following the news that Prime Video is introducing ad-funded content, new research from Bango shows that ads are delivering serious gains for streaming and subscription giants. 根据数据, the launch of ad-funded tiers has driven more than a third of US subscribers (36%) to upgrade their services.
但对于订阅服务提供商来说，这是一场危险的游戏, with 31% of subscribers saying they’ve canceled at least one service because ads were introduced. 对“付费广告等级”的强烈反对依然存在。, 78%的人认为付费订阅应该 never 显示广告.
这些发现和更多来自于Bango最新发布的报告 订阅大战2024 report, 哪一个包含了超过5个的研究,美国订阅用户的习惯, 对订阅的行为和态度.
According to the Bango data, acceptance of advertising varies across different subscription types. While 35% of TV and video streamers have paid for an upgrade to avoid watching ads, 这一数字在音乐用户中上升到48%. 对于那些流媒体体育内容(SportsVOD), the number is even higher with a massive 71% opting to upgrade when ads are introduced into their services.
密码打击和灵活的订阅
The Bango report also highlights the impact of recent crackdowns on password sharing. 自从新, Netflix等服务引入了严格的规则, 35% of subscribers have started paying for a service they previously accessed for free via someone else’s account.
While these changes are driving subscribers to sign up and pay out, 它们显然不足以让一些人上瘾. More than a third of subscribers (35%) still regularly jump between platforms, pausing and restarting their subscriptions to access the content they want. According to Bango’s analysis this demand for flexibility and cross-platform experiences isn’t going away.
订阅中心和“超级捆绑销售”定义了2024年
2023 saw services like Verizon +play launch as America’s first all-in-one subscription hub, Netflix等“超级捆绑”服务, Starz, Max, 派拉蒙+和更多的都在一个地方.
根据Bango 2024研究的数据, 这是受订户欢迎的趋势, with 73% saying they want one platform to manage all of their subscriptions in one place. 69% would also like the ability to pay for multiple subscriptions via one monthly bill.
当谈到提供这些一体化服务时, American subscribers are wary of a return to ‘cable TV’ style packages, with only 29% wanting their cable company to manage their subscriptions. Instead, half of subscribers (50%) say they want their cell phone provider to launch a content hub. The majority of these (61%) would even pay a higher cell phone bill to receive this service, with the average subscriber happy to pay an additional $364 per year (+19% of their annual bill).
对这些发现的评论, 保罗Larbey, Bango首席执行官说, “美国人对订阅的态度正在改变. While many people predicted that ad tiering would be firmly rejected, 实际上，用户对它提供的灵活性表示欢迎. 人们想要选择. Those who are happy to watch ads accept them, those who aren’t pay a little extra. 重要的是他们有选择的自由.”
“It’s that same demand for choice that’s driving the move towards content hubs and Super Bundling. 订阅rs want to jump between different content and services but they don’t want the admin headache of managing multiple accounts and paying multiple bills. With the rise of Super Bundling in 2024, we’re expecting to see that headache disappear. 同时, these all-in-one platforms will help drive new revenue for cell phone providers and allow subscription services to share users rather than fighting over them. 这对企业和用户来说都是一个双赢的局面.”
要了解更多的美国用户趋势，请下载Bango的完整版 订阅大战:超级捆绑觉醒 report here.
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