订阅会员资格和捆绑包：购物、影片、游戏和移动

消费者正在透过会员计画取得各种家庭和个人服务，包括零售、杂货、送货上门、串流服务、游戏、交通等。

这些生活风格会员服务提供者拥有独特的机会来获取会员资格、为其服务增加价值，并透过将其与我所处的其他会员资格和家庭服务捆绑在一起来加深客户参与度。 同时，科技巨头、零售商、营运商和其他公司正在成为订阅服务聚合商，并争夺这些会员服务。

本报告研究了订阅会员和捆绑市场，研究了消费者对付费会员计划的采用、会员服务的支出以及对新捆绑服务的兴趣。 它还揭示了消费者在互联网和行动服务提供者之间移动以获取新的捆绑服务的价值观和意图。

目录

调查方法/定义

订阅会员资格和关键价值

执行摘要

• 订阅经济状况
• 会员订阅采用：依服务分类
• 依类别划分的招募状况：依年龄组
• 依类别划分的招募状况：依家庭收入
• 赢得忠诚度：主要订阅的 NPS
• NPS 与长期储蓄信念：依类别
• 订阅类别中的优惠分类：Apple/Google
• 您希望从网路/行动供应商取得的主要订阅权益
• 为了 1 年免费存取而 "肯定会更换" 网路供应商的用户所占的百分比
• 特定订阅服务的 NPS
• 订阅类别中的优惠分类：Apple/Google
• 平均每月订阅费用
• Verizon myPlan 选项范例

订阅经济：业务驱动因素与捆绑比较

• 7 种订阅优惠来源：非互斥
• 订阅经济状况
• 科技生态系中的公司
• 订阅管理
• 适合现今消费者的订阅管理工具
• 聚合器
• 人工智慧和订阅服务

推出订阅服务：类别与市场领导地位

• 会员订阅介绍：依服务分类
• 订阅类别介绍
• 推出娱乐订阅：串流媒体视频
• 推出娱乐订阅：串流音乐
• 娱乐订阅简介：游戏
• 交通订阅
• 运送服务订阅
• 科技订阅
• 健身会员订阅
• 平均每月订阅费用
• 零售会员订阅
• 付费零售会员资格对购物频率的影响
• 免费福利/参与忠诚度计划

推出订阅服务：人口统计分析

• 类别采用状况：依年龄段
• 类别采用状况：依家庭收入划分
• 主要类别的平均订阅数量：依年龄层划分
• 以家庭收入划分的主要类别的平均服务订阅数量

顾客体验：意识与 NPS

• 对订阅服务的认知度：依服务分类
• 为何使用 OTT 服务？
• 会员或服务订阅体验
• OTT 流失率：依串流媒体体验分类
• 净推荐值：依订阅服务分类
• NPS 与长期储蓄信念：依类别
• NPS 与所有福利可用性：按类别

超级聚合：网路和行动供应商的机会

• 向网路/行动服务供应商寻求的三大订阅优惠
• 网路服务供应商最希望获得的订阅权益
• 因为提供订阅服务而可能切换到新的网路供应商
• 由于提供订阅服务，可以切换到新的行动供应商

Consumers are increasingly making use of membership programs to acquire and access home and personal services spanning from retail, grocery, and home delivery, to streaming services, gaming, transportation, and many more.

Providers of these lifestyle memberships are in a unique position to bundle their offerings with other membership services and services to the home to onboard members, add value to the offering, and deepen their engagement with their customers. At the same time, tech giants, retailers, telcos and others are emerging as subscription aggregators -- and competing for these membership services.

This study examines consumer adoption of paid membership programs, spending on memberships, and interest in new bundled services. It identifies perception of value and consumers' willingness to move between internet and mobile service providers to access new bundled services.

ABOUT THE AUTHORS:

Jennifer Kent, Vice President, Research.

INDUSTRY EXPERTISE: Connected Health, Connected Home Technologies and Services, Connected Entertainment Products and Services.

Jennifer manages the research department and Parks Associates' process for producing high-quality, relevant, and meaningful research. Jennifer also leads and advises on syndicated and custom research projects across all connected consumer verticals and guides questionnaire development for Parks Associates' extensive consumer analytics survey program. Jennifer is a certified focus group moderator, with training from the Burke Institute.

Jennifer earned her PhD in religion, politics, and society and an MA in church-state studies from Baylor University. She earned her BA in politics from the Catholic University of America in Washington, DC.

Yilan Jiang, Senior Director of Consumer Analytics.

Yilan leads Parks Associates' Consumer Analytics team and manages numerous primary research and custom research across all areas of the consumer IoT, including consumer electronics, entertainment services, voice assistants, and connected home solutions. Yilan conducts consumer behavior analysis to understand market trends, predict consumer demand, and provide quantified market intelligence that guides strategic business decisions. Yilan leads research that provides rich insight into consumer preference and deep analysis of competitive strategies and business models.

Yilan earned her MA in economics from University of Texas at Arlington and BA in economics in Nankai University, P.R. China.

Sharon Jiang, Consumer Insights Manager .

Sharon Jiang is a member of the Consumer Analytics team. She analyzes different kinds of consumer data to extract critical findings of market trending and consumer behavior. She also contributes to the visualization of information to construct consumer reports. In addition, she leads the communication process with venders to provide cost estimates for custom surveys.

Ross Rubin, Sr. Contributing Analyst.

Ross Rubin is a contributing analyst at Parks Associates and the founder and principal analyst at Reticle Research Ross has focused on innovation in the technology, media and telecom markets for over 20 years. Prior to founding Reticle Research, he was executive director and principal analyst at The NPD Group. Prior to NPD, he founded and managed the consumer access and technology service at Jupiter Research (acquired by Forrester Research), where he served as vice president and chief research fellow. He has contributed to and been quoted by leading publications and media outlets hundreds of times. Ross is a graduate of Cornell University.

Table of Contents

Survey Methodology and Definitions

Subscription Memberships & Primary Value

Executive Summary

• The Subscription Economy Landscape
• Membership Subscription Adoption by Service
• Category Adoption by Age Groups
• Category Adoption by Household Income
• Earning Loyalty: Top Subscription NPS
• NPS vs. Belief in Long-Term Savings by Category
• Offerings Across Subscription Categories, Apple vs. Google
• Top Subscription Benefit Desired from Internet/Mobile Provider
• % Would "Definitely Switch" Internet Providers for 1 Year of Free Access
• Net Promoter Score of Select Subscription Services
• Offerings Across Subscription Categories, Apple vs. Google
• Average Monthly Subscription Cost
• Verizon myPlan Option Examples

The Subscription Economy: Business Drivers & Comparative Bundles

• 7 Primary Sources of Subscription Offerings - Non-mutually Exclusive
• The Subscription Economy Landscape
• Tech ecosystems players
• Subscription management
• Today's consumer subscription management tools
• Aggregators
• AI and subscription services

Subscription Service Uptake: Categories & Market Leaders

• Membership Subscription Adoption by Service
• Subscription Category Uptake
• Entertainment Subscription Adoption: Streaming Video
• Entertainment Subscription Adoption: Streaming Music
• Entertainment Subscription Adoption: Gaming
• Transportation Subscription
• Delivery Service Subscription
• Technology Subscription
• Fitness Membership Subscription
• Average Monthly Subscription Cost
• Retail Membership Subscription
• Paid Retail Membership Impact on Shopping Frequency
• Free Reward/Loyalty Program Participation

Subscription Service Uptake: Demographic Insights

• Category Adoption by Age Groups
• Category Adoption by Household Income
• Average Number of Subscriptions Per Select Categories by Age Groups
• Average Number of Service Subscriptions Per Select Categories by Household Income

Customer Experience: Attitudes & NPS

• Attitudes Towards Subscription Service by Services
• Reasons for Using OTT Service
• Experience with Membership or Service Subscription
• OTT Churn by Streaming Experience
• Net Promoter Score by Subscription Services
• NPS vs. Belief in Long-Term Savings by Category
• NPS vs. Usage of All Benefits by Category

Super Aggregation: Opportunities for Internet and Mobile Providers

• Top Three Desired Subscription Benefit from Internet/Mobile Service Providers
• Top Desired Subscription Benefit by Internet Service Providers
• Likelihood of Switching to New Internet Provider Due to Subscription Service Offers
• Likelihood of Switching to New Mobile Provider Due to Subscription Service Offers