March 8th, 2024, Lesley Simeon
A number of factors could explain why consumers might prefer bundled video offerings over standalone services - payment through a single touchpoint, discounts and savings, and a variety of subscription services, to name a few. No matter which, Verizon will be hoping to take advantage of these factors with the launch of its new package offering customers a first-of-its-kind bundled streaming and mobile phone service.
In this piece, we look at how likely, if at all, consumers are to switch their current telecom services (mobile phone carriers) for a bundled package that includes Subscription Video on Demand (SVOD) services like Netflix, Disney+ etc as well.
Data from a recent YouGov survey that polled consumers across 17 international markets reveals that more than a third of consumers across markets (34%) say they are likely to consider such a swap. On the other hand, nearly two in five consumers (37%) say they are unlikely to do so.
Likely to opt for bundled packages
Consumers in the UAE (62%) and India (61%) are the most likely across all markets surveyed to say they are likely to consider switching their telecom services for bundled packages that include SVOD offerings. Within Europe, consumers in Spain are most likely to consider switching to such bundled packages (35%).
Similar proportions of consumers in the US (23%) and Great Britain (23%) are likely to consider signing up for SVOD-inclusive bundled packages. Consumers in our Nordic markets - Denmark (21%) and Sweden (22%) - are the least likely to ditch their current telecom services for bundled, SVOD-included packages.
Unlikely to opt for bundled packages
Nearly half of all consumers in France (48%) say they are unlikely to consider swapping their current telecom services with bundled packages that include SVOD services - the largest proportion of consumers across markets to say so.
In Asia, Singaporeans (39%) and Hong Kongers (38%) lead in saying they are unlikely to make a switch. In the US, more than a third of respondents (36%) are of a similar opinion and so are 44% of Brits.
Less than a quarter of consumers in India (23%) and UAE (24%) say they are unlikely to swap their telecom services for bundled packages that include SVOD services – the least likely across markets to say so.
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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 501 and 2023 for each market. All surveys were conducted online in December 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.