The streaming universe is ever-expanding, and bundling has emerged as the latest strategy in the quest to keep the attention of wandering subscribers. But what does this mean for marketers having to promote them? Let’s weigh out just some of the pros and cons, and see how this trend can impact your marketing game.
I hate to start things off on a negative note, but with bundling becoming the latest craze, competition is heating up. And we’re talking fierce competition, with many streaming giants starting to team up to dominate the digital storefronts. These big streaming squads will be battling all for the same ad space, potentially driving up costs and making it harder for your campaigns to stand out.
One thing I’ve personally noticed with bundling is the complexity of promoting various pricing structures. Each bundle can have its unique pricing according to the package you’re signing up for, and conveying these differences clearly to potential customers can be tricky. When only parts of these bundles are highlighted, and some services are left out, it can add to the confusion, making it hard for viewers to understand the full value of your offering. This can lead to branding inconsistencies and leave potential subscribers unsure about what they’re getting for their money, which certainly adds unneeded friction to their journey.
For these reasons, it’s crucial to get your marketing strategies right when launching a bundle to effectively educate and entice users. We’ve written a guide on this, which you can get your hands on here. You’ll discover how bundling strategies, exemplified by the Disney Bundle and Max’s rebranding, can enhance value, reduce churn, and optimise digital storefront positioning for marketers.
On a more positive note for marketers, promoting these new bundles brings with it a huge increase in reach. Being able to offer more services in one package means you’ll be capturing eyeballs from all walks of life. There are plenty of fish in the sea, and you now have a nice selection of bait to get them to bite. This expanded reach means your campaigns hit more diverse targets, creating more chances to engage and convert. So, in a nutshell, these bundles give you a golden ticket to bigger audiences and better results. And it’s only a matter of time before you’ll be reeling them in.
In my opinion, the biggest win for your marketing team lies in the simple reality that your offer just became ten times more appealing, being able to entice users with a mouth-watering selection of content from various services, something they probably never thought would happen. Think of the showstopping campaigns you can now plan with an arsenal of top-notch services at your disposal. Improved user experience and cross-promotion are almost guaranteed to reel in a whole new wave of subscribers, boosting engagement and customer satisfaction.
We’ve only scratched the surface of these pros and cons here, but the key to success lies in understanding both. Ultimately, having a vast array of content to promote an extensive service is going to be a major advantage, however, to fully capitalise on this advantage you need a carefully planned and executed strategy.