Subscription providers are rapidly shifting away from traditional direct‑to‑consumer acquisition models as escalating customer acquisition costs and diminishing returns drive a strategic pivot toward multi-party bundling and partnerships, according to Bango’s recent “Subscriptions Assemble” report. While consumers now hold an average of 5.4 subscriptions, over 30 percent of those are acquired through indirect channels such as telcos and retail ecosystems—highlighting the emergence of what the industry calls the “bundle economy” (source: Bango blog).
In a survey of leading executives across streaming, music, gaming, health and retail services, 77 percent report they are prioritizing indirect acquisition strategies in 2025, and 82 percent plan to increase investment in these channels. Fully 91 percent of respondents agree that successful customer growth now requires both direct and indirect channels. These shifts are fueled in part by rising consumer price sensitivity and marketer fatigue: 68 percent of subscribers now compare prices before committing, 39 percent use third-party apps or sites to find best deals, and 36 percent frequently pause and restart subscriptions (source: Bango blog).
Evidence from Antenna cited in the report demonstrates significant churn reduction through bundling: for instance, churn for ESPN+ dropped from around 8 percent to just 3 percent when bundled with Disney+ and Hulu, while AppleTV+ churn similarly fell from 9 percent down to 3 percent within the Apple One package. This corroborates the appeal of bundling as a retention lever.
Consumer attitudes also reinforce the trend: bundled subscription bundles offer ease, simplicity and perceived value that resonate strongly with modern subscribers.
Anil Malhotra, CMO at Bango, summarized the urgency: “The shift toward indirect acquisition is happening fast — and it’s not just a tactical adjustment, it’s a fundamental strategic priority for every subscription business. Bundling and partnerships are now essential to scale, retain, and engage subscribers cost-effectively. The brands that activate these indirect channels early will be the ones that win the next era of the subscription economy.”
With the direct acquisition model under pressure—Netflix alone spent nearly $2 billion on advertising in 2024 and nearly half of executives describe direct marketing spend as a “black hole”—subscription players are now betting that ecosystem-based bundling offers superior scalability, customer retention and cost efficiency. As the industry moves toward large-scale aggregation and multi-service packages, the winners will be companies that can execute indirect strategies at scale via trusted partners and platforms.
Related News
