Nearly half (44 per cent) of subscription brands are offering, or planning to offer, their services as part of a retail bundle like Amazon Prime or Walmart+ this year. That’s according to new research from subscription technology company Bango.
The new ‘Gravity Shift’ report, which includes insights from over 200 leaders and executives at top subscription brands, reveals the growth of bundling as a key strategy for acquiring new customers, with many setting their sights on retailers as a way to reach new audiences.
Already, 90 per cent of subscription leaders are using or planning to ‘bundle’ their apps and services with others to boost customer acquisition in 2025. Additionally, 82 per cent are planning to increase their spend on these ‘indirect’ channels, with a third expecting to boost spending ‘significantly’.
This is good news for the retail sector, where platforms like Amazon Prime are already offering bundles combining a wider variety of subscriptions including Deliveroo Plus, Twitch, and more. Other retailers are also adopting this approach, with Walmart bundling the streaming service Paramount+ as part of its Walmart+ membership.
Commenting on the trend, Giles Tongue, subscription expert at Bango said, “With a mounting number of subscriptions to juggle against a backdrop of economic uncertainty, many might be questioning the value of yet another subscription. But combining their shopping and streaming into one easy-to-manage package solves that dilemma.
“The first shopping subscription to also include free shipping, discounts, music and movies, Amazon Prime set the trend for a new standard of retail offering – and has dominated the market in the decade or so since. Now though, we’re seeing more and more retailers follow suit, diversifying their subscriptions offerings in different ways
“We’re seeing a clear shift from the subscription economy to the bundle economy. Consumers don’t want to manage ten separate subscriptions — they want value, convenience, and flexibility. The brands that win in this next phase will be the ones that package their offerings in ways that reflect how people actually want to buy.”
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