Uncharted waters: 44% of Asian consumers admit to piracy for streaming content
05 Octubre 2023 - 7:00AM
Faced with a cost-of-living crunch, half of Asian consumers (59%)
say they can no longer afford all of their subscription services.
As a result, 44% now access content via illegal piracy sites.
That’s according to a new Bango study, exploring subscription
trends and the rise of Super Bundling in Asia.
Bango’s study incorporates data from over 6,000 consumers
currently paying for subscription services across India, Indonesia,
Malaysia, Philippines, Thailand, and Vietnam.
It found that almost a third (29%) of Asian consumers have 5 or
more subscriptions. In regions such as Thailand, however, 63% of
consumers say they can no longer afford the subscriptions they
want, a figure that rises as high as 79% in Malaysia.
Subscription squeeze
To better keep track of costs, Asian subscribers
are looking to manage all of their current subscriptions
(streaming, gaming, fitness and more) in one single platform, app,
or monthly bill. In fact, the vast majority (91%) believe that
having this single platform would help them to better manage their
monthly household expenses.
While many subscribers are struggling to afford
all the content they want, Bango’s research also highlights a
growing frustration managing several different subscription
services. 59% are “annoyed” that they can’t manage all of their
subscriptions in one place, while a quarter struggle to renew
contracts across their various accounts. This is further driving
demand for a single ‘Super Bundling’ content hub.
Commenting on this trend, Anil Malhotra,
Co-founder at Bango said, “With escalating household expenses and a
surge of new entrants in the streaming market, content providers
need to ensure they offer subscribers value for money. If they
don’t, our data indicates that many consumers will resort to piracy
instead.
“Telcos in the region have a major role to play,
by helping subscribers make sense of their subscription
commitments. By offering these services through a Super Bundling
subscriptions hub, delivered through existing telco billing
relationships, telcos and their content partners can take the wind
out of the sails of this growing trend towards piracy.”
The demand for Super Bundling
A centralized hub for subscription services would enable
simpler, more flexible management which ultimately works to
disincentivise piracy. The demand for this type of consolidation is
clear across Southeast Asia and India — 93% of consumers want one
place to manage subscriptions.
If Super Bundling were available, the data suggests it would
increase customer retention and loyalty for telcos, with 89%
spending more time using subscriptions, and 81% signing up for more
subscriptions. 95% of respondents also say they would feel more
loyal to brands offering bundled content hubs, while 66% would even
switch telco providers to gain access, underscoring the potential
competitive advantage.
“This is where Bango comes in,” Malhotra says. “The Bango
Digital Vending Machine makes it simple for telcos to aggregate and
bundle subscriptions into a single user-friendly experience. Super
Bundling subscriptions all in one place boosts customer
satisfaction, making it simple for content providers and telcos to
tap into this opportunity.”
To view Bango’s research data, read the full study here.
About Bango
The Bango Digital Vending Machine provides everything you need
for subscription bundling and payments, enabling you to quickly
reach new customers and markets. Connect once for a standard system
of tools used for customer acquisition, payments and subscriptions,
and join an ecosystem of over 150 merchants and resellers already
connected to the Bango platform. Trusted by leading technology
companies including Amazon, Google and Microsoft. For more
information, visit www.bango.com.
Media contactLuke Proctor / Tina
SangWildfirebangoresale@wildfirepr.com
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