訂閱會員資格和捆綁包：購物、影片、遊戲和移動

消費者正在透過會員計畫取得各種家庭和個人服務，包括零售、雜貨、送貨上門、串流服務、遊戲、交通等。

這些生活風格會員服務提供者擁有獨特的機會來獲取會員資格、為其服務增加價值，並透過將其與我所處的其他會員資格和家庭服務捆綁在一起來加深客戶參與度。 同時，科技巨頭、零售商、營運商和其他公司正在成為訂閱服務聚合商，並爭奪這些會員服務。

本報告研究了訂閱會員和捆綁市場，研究了消費者對付費會員計劃的採用、會員服務的支出以及對新捆綁服務的興趣。 它還揭示了消費者在互聯網和行動服務提供者之間移動以獲取新的捆綁服務的價值觀和意圖。

目錄

調查方法/定義

訂閱會員資格和關鍵價值

執行摘要

• 訂閱經濟狀況
• 會員訂閱採用：依服務分類
• 依類別劃分的招募狀況：依年齡組
• 依類別劃分的招募狀況：依家庭收入
• 贏得忠誠度：主要訂閱的 NPS
• NPS 與長期儲蓄信念：依類別
• 訂閱類別中的優惠分類：Apple/Google
• 您希望從網路/行動供應商取得的主要訂閱權益
• 為了 1 年免費存取而 "肯定會更換" 網路供應商的用戶所佔的百分比
• 特定訂閱服務的 NPS
• 訂閱類別中的優惠分類：Apple/Google
• 平均每月訂閱費用
• Verizon myPlan 選項範例

訂閱經濟：業務驅動因素與捆綁比較

• 7 種訂閱優惠來源：非互斥
• 訂閱經濟狀況
• 科技生態系中的公司
• 訂閱管理
• 適合現今消費者的訂閱管理工具
• 聚合器
• 人工智慧和訂閱服務

推出訂閱服務：類別與市場領導地位

• 會員訂閱介紹：依服務分類
• 訂閱類別介紹
• 推出娛樂訂閱：串流媒體視頻
• 推出娛樂訂閱：串流音樂
• 娛樂訂閱簡介：遊戲
• 交通訂閱
• 運送服務訂閱
• 科技訂閱
• 健身會員訂閱
• 平均每月訂閱費用
• 零售會員訂閱
• 付費零售會員資格對購物頻率的影響
• 免費福利/參與忠誠度計劃

推出訂閱服務：人口統計分析

• 類別採用狀況：依年齡段
• 類別採用狀況：依家庭收入劃分
• 主要類別的平均訂閱數量：依年齡層劃分
• 以家庭收入劃分的主要類別的平均服務訂閱數量

顧客體驗：意識與 NPS

• 對訂閱服務的認知度：依服務分類
• 為何使用 OTT 服務？
• 會員或服務訂閱體驗
• OTT 流失率：依串流媒體體驗分類
• 淨推薦值：依訂閱服務分類
• NPS 與長期儲蓄信念：依類別
• NPS 與所有福利可用性：按類別

超級聚合：網路和行動供應商的機會

• 向網路/行動服務供應商尋求的三大訂閱優惠
• 網路服務供應商最希望獲得的訂閱權益
• 因為提供訂閱服務而可能切換到新的網路供應商
• 由於提供訂閱服務，可以切換到新的行動供應商

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