The subscription economy is undergoing a structural transformation. According to Bango’s 'Subscriptions Assemble' report, direct-to-consumer models are giving way to aggregated, bundled experiences. Consumers are no longer just selecting services—they’re curating ecosystems, and increasingly doing so through third parties. This shift is redefining distribution, discovery, pricing, and control across the digital service landscape.
The average US consumer now manages 5.4 subscriptions, spanning entertainment, productivity, lifestyle, and now AI services. Nearly a quarter—23%—spend more than $100 per month across these services. That cost pressure is driving behavior: 68% of consumers say they have acquired at least one subscription through a bundle or third-party provider rather than directly. And the age split is telling—77% of Gen Z consumers (aged 18–24) prefer to subscribe via bundles rather than go direct.
Mobile operators and retail platforms are central to this new model. 55% of subscribers access bundled services via their mobile operator, while 34% use retailers like Amazon or Walmart. These channels aren’t just distribution points—they’re value enablers. 44% of subscribers report having received a service for free through a bundle that they previously paid for. Among Gen Z, that number jumps to 55%.
Bundling is also reshaping consumer expectations. 62% say they would rather subscribe to a service through a bundle than as a standalone offer. For these consumers, bundling simplifies management, reduces decision fatigue, and adds perceived value. It’s not just about saving money—it’s about streamlining their digital lives.
Discovery is another area being disrupted by bundling. 33% of subscribers say they discovered a new service for the first time through a bundle. This changes how digital services should think about marketing and customer acquisition. Rather than fight for direct attention, providers are finding traction through inclusion in well-positioned bundles.
When it comes to managing subscriptions, consumers are asking for more control. 63% want a single app to manage all their subscriptions, suggesting a clear demand for consolidated platforms that offer transparency, billing oversight, and easy cancellation. This demand is strongest among younger demographics, who are more likely to use multiple services across categories.
The types of subscriptions consumers hold are evolving. Entertainment remains dominant—74% subscribe to video streaming services, and 41% pay for music streaming. But productivity tools (38%), shopping subscriptions (35%), and health & fitness apps (30%) are becoming more common. The emerging frontier is artificial intelligence: 9% of subscribers now pay for AI tools like ChatGPT, and adoption is higher among younger users.
What’s clear is that bundling is accelerating service diversity. Consumers who subscribe through bundles are more likely to try services outside the traditional media stack. Bundled subscribers average 6.2 subscriptions—compared to 3.4 among those who only subscribe directly. This 82% lift in subscription volume signals a clear business opportunity: bundling drives growth not just in revenue, but in category breadth.
Demographics further reinforce the shift. Younger generations are not only more likely to use bundles—they’re also more enthusiastic about discovering and managing services through centralized ecosystems. Providers targeting Gen Z and Millennials will need to meet them where they are: inside mobile plans, retail memberships, and unified apps.
For service providers, the implications are clear. The future of the subscription economy lies in collaboration, not isolation. As Bango’s CEO Paul Larbey puts it, we’re moving from a subscription economy to a bundle economy. In this new environment, value is created through partnerships, smart packaging, and unified delivery.
Success in this space won’t come from offering more subscriptions—it will come from offering smarter ones. The companies that thrive will be those that create seamless, bundled, and curated experiences that align with what consumers now expect: less friction, more value, and full control.