Bundling hotspot: Over a third of subscriptions in East Asia sold through indirect channels
Bango's survey of 5,000 subscribers across Japan, South Korea, and Taiwan reveals that 34% of East Asian subscribers now sign up to services exclusively via third-party bundles and offers, surpassing rates in the USA, Latin America, and Europe. Japan leads with nearly 40% of subscribers going indirect. The East Asian subscription economy is thriving, with subscribers managing an average of 3.3 subscriptions and spending $29 monthly.
Key findings include:
- 70% of East Asian subscribers prefer services with content in their native language
- 64% want a single app to manage all subscriptions
- 60% would spend more time using subscriptions if managed in one place
- 37% would pay a higher bill for a package of popular subscriptions
- 66% prefer their mobile operator to offer Super Bundling packages
The report highlights the potential for Super Bundling to drive engagement, increase service uptake, and boost overall satisfaction in the East Asian market.
Il sondaggio di Bango su 5.000 abbonati in Giappone, Corea del Sud e Taiwan rivela che il 34% degli abbonati dell'Asia orientale si iscrive ora ai servizi esclusivamente tramite pacchetti e offerte di terze parti, superando i tassi negli Stati Uniti, in America Latina e in Europa. Il Giappone guida con quasi il 40% degli abbonati che scelgono modalità indirette. L'economia degli abbonamenti dell'Asia orientale sta prosperando, con gli abbonati che gestiscono in media 3,3 abbonamenti e spendono 29 dollari al mese.
I principali risultati includono:
- Il 70% degli abbonati dell'Asia orientale preferisce servizi con contenuti nella propria lingua nativa
- Il 64% desidera un'unica app per gestire tutti gli abbonamenti
- Il 60% trascorrerebbe più tempo utilizzando gli abbonamenti se gestiti in un unico posto
- Il 37% sarebbe disposto a pagare di più per un pacchetto di abbonamenti popolari
- Il 66% preferisce che il proprio operatore mobile offra pacchetti di Super Bundling
Il rapporto evidenzia il potenziale del Super Bundling per aumentare l'engagement, facilitare l'adozione dei servizi e migliorare la soddisfazione complessiva nel mercato dell'Asia orientale.
La encuesta de Bango a 5.000 suscriptores en Japón, Corea del Sur y Taiwán revela que el 34% de los suscriptores de Asia Oriental ahora se inscriben a servicios exclusivamente a través de paquetes y ofertas de terceros, superando las tasas en EE.UU., América Latina y Europa. Japón lidera con casi el 40% de suscriptores eligiendo vías indirectas. La economía de suscripciones en Asia Oriental está prosperando, con suscriptores que gestionan un promedio de 3,3 suscripciones y gastan 29 dólares al mes.
Los hallazgos clave incluyen:
- El 70% de los suscriptores de Asia Oriental prefiere servicios con contenido en su lengua nativa
- El 64% quiere una única aplicación para gestionar todas sus suscripciones
- El 60% pasaría más tiempo utilizando sus suscripciones si se gestionaran en un solo lugar
- El 37% pagaría una factura más alta por un paquete de suscripciones populares
- El 66% prefiere que su operador móvil ofrezca paquetes de Super Bundling
El informe destaca el potencial del Super Bundling para impulsar la participación, aumentar la adopción de servicios y mejorar la satisfacción general en el mercado de Asia Oriental.
방고의 일본, 한국 및 대만의 5,000명 가입자를 대상으로 한 설문조사에 따르면 동아시아 가입자의 34%가 이제 제3자 번들 및 오퍼를 통해 독점적으로 서비스에 가입한다고 하며, 이는 미국, 라틴 아메리카 및 유럽의 비율을 초월합니다. 일본은 약 40%의 가입자가 비직접적으로 가입하는 선두주자입니다. 동아시아의 구독 경제는 성장 중이며, 가입자들은 평균 3.3개의 구독을 관리하고 월 $29를 지출합니다.
주요 발견 사항은 다음과 같습니다:
- 동아시아 가입자의 70%가 모국어로 된 콘텐츠가 있는 서비스를 선호합니다
- 64%가 모든 구독을 관리할 수 있는 단일 앱을 원합니다
- 60%가 한 곳에서 관리된다면 구독 사용에 더 많은 시간을 할애할 것이라고 합니다
- 37%는 인기 구독 패키지에 대해 더 높은 비용을 지불할 의향이 있습니다
- 66%가 이동통신사가 슈퍼 번들 패키지를 제공하기를 선호합니다
이 보고서는 슈퍼 번들이 참여를 유도하고, 서비스 수익을 증가시키며, 동아시아 시장의 전반적인 만족도를 높일 가능성을 강조합니다.
Le sondage de Bango auprès de 5 000 abonnés au Japon, en Corée du Sud et à Taïwan révèle que 34 % des abonnés d'Asie de l'Est s'inscrivent désormais uniquement via des forfaits et offres d'organisations tierces, dépassant les taux des États-Unis, d'Amérique latine et d'Europe. Le Japon est en tête avec près de 40 % des abonnés qui choisissent une approche indirecte. L'économie des abonnements en Asie de l'Est prospère, avec des abonnés gérant en moyenne 3,3 abonnements et dépensant 29 dollars par mois.
Les principaux résultats incluent :
- 70 % des abonnés d'Asie de l'Est préfèrent des services avec du contenu dans leur langue maternelle
- 64 % souhaitent une application unique pour gérer tous les abonnements
- 60 % passeraient plus de temps à utiliser des abonnements s'ils étaient gérés en un seul endroit
- 37 % seraient prêts à payer des factures plus élevées pour un forfait d'abonnements populaires
- 66 % préfèrent que leur opérateur mobile propose des forfaits de Super Bundling
Le rapport souligne le potentiel du Super Bundling pour stimuler l'engagement, accroître l'adoption des services et améliorer la satisfaction globale sur le marché d'Asie de l'Est.
Die Umfrage von Bango unter 5.000 Abonnenten in Japan, Südkorea und Taiwan zeigt, dass 34 % der Abonnenten in Ostasien jetzt über Drittanbieter-Bündel und -Angebote ausschließlich Dienste abonnieren, was die Raten in den USA, Lateinamerika und Europa übertrifft. Japan führt mit fast 40 % der Abonnenten, die indirekt agieren. Die Abonnementwirtschaft in Ostasien floriert, mit Abonnenten, die im Durchschnitt 3,3 Abonnements verwalten und monatlich 29 Dollar ausgeben.
Die wichtigsten Ergebnisse umfassen:
- 70 % der Abonnenten in Ostasien bevorzugen Dienste mit Inhalten in ihrer Muttersprache
- 64 % wünschen sich eine einzige App zur Verwaltung aller Abonnements
- 60 % würden mehr Zeit mit Abonnements verbringen, wenn diese an einem Ort verwaltet würden
- 37 % wären bereit, eine höhere Rechnung für ein Paket beliebter Abonnements zu bezahlen
- 66 % ziehen es vor, dass ihr Mobilfunkanbieter Super-Bündel-Pakete anbietet
Der Bericht hebt das Potenzial von Super-Bundling hervor, um Engagement zu schaffen, die Nutzung von Dienstleistungen zu erhöhen und die allgemeine Zufriedenheit auf dem ostasiatischen Markt zu steigern.
- 34% of East Asian subscribers sign up to services via third-party bundles, higher than other regions
- Subscribers manage an average of 3.3 subscriptions, spending $29 monthly ($348 annually)
- 60% of subscribers would spend more time using subscriptions if managed in one place
- 37% of East Asian subscribers willing to pay a higher bill for a package of popular subscriptions
- 66% prefer their mobile operator to offer Super Bundling packages, higher than other regions
- 70% of East Asian subscribers prefer services with content in their native language, potentially limiting market entry for non-localized content
East Asia leading the world in subscription bundling, but localized content key to unlocking market
TOKYO, Oct. 02, 2024 (GLOBE NEWSWIRE) -- More than a third (
As Western subscription services look to expand internationally, East Asia represents a market full of growth opportunities. The subscription economy there is thriving, with subscribers now juggling an average of 3.3 subscriptions per person and spending on average
However, for content providers eyeing expansion into the region, it’s important to recognize that content needs to be culturally relevant and localized. Bango found that
This presents a significant opportunity for international content providers to tailor their offerings and capture new audiences in a rapidly evolving market.
Subscription Hubs and ‘Super Bundling’
As the market continues to grow, East Asian subscribers are also looking for ways to simplify their subscription management. Almost two thirds (
Super Bundling — consolidating all subscriptions into one manageable content hub — is emerging as the best solution to subscriber demands. Services like SK Telecom’s T Universe and AU by KDDI’s bundle offerings are already paving the way for this shift in East Asia. These platforms — similar to Verizon +play in the US — provide subscribers with more choice, flexibility, and control over their services, significantly simplifying management and improving the overall user experience.
Unlocking new growth
By enabling users to manage all their services in one place, Super Bundling can drive higher engagement, increase service uptake, and boost overall satisfaction. The Bango report highlights that over a third (
More than half (
When it comes to providing Super Bundling, East Asia has a clear preference for telco companies: two-thirds (
Andy Suzuki, SVP APAC at Bango, said, “The subscription economy in East Asia continues to evolve and diversify through an ever-growing number of services available to consumers, providing a significant opportunity for global players.
With demand for localized content and streamlined subscription management, Super Bundling offers a clear path forward for international businesses. By working with local telcos and tailoring services to consumer preferences, content providers can unlock new revenue streams and build lasting consumer loyalty.”
To find out more East Asian subscriber trends, download Bango’s full Subscription Wars: Super Bundling Awakens, East Asia report here.
About Bango
Bango enables content providers to reach more paying customers through global partnerships. Bango revolutionized the monetization of digital content and services, by opening-up online payments to mobile phone users worldwide. Today, the Digital Vending Machine® is driving the rapid growth of the subscriptions economy, powering choice and control for subscribers.
The world's largest content providers, including Amazon, Google and Microsoft, trust Bango technology to reach subscribers everywhere.
Bango, where people subscribe. For more information, visit www.bango.com
Media contact
Henry Soundy / Trisha Bahl
Wildfire
bango@wildfirepr.com
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