Authored by Kristen Hanich of Parks Associates and published in May 2024, this whitepaper explores the increasing complexity of the subscription services market, highlighting the role of bundling and partnerships in combating consumer fatigue and market fragmentation. The paper draws on interviews with executives from leading subscription service providers in video streaming, music, education, and productivity markets to understand effective bundling strategies, their challenges, and success factors. It also presents insights on how bundling with telcos (mobile and internet service providers) and other partners can drive growth, enhance customer retention, and differentiate services.

Keywords: Bundling Strategies, Subscription Services, Customer Acquisition, Partnerships, Churn Reduction