Editorial
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Inside information
Bundles are back , kind of . That ’ s the message of our feature on next steps for streamers and the service providers via which they reach viewer ’ s homes .
Bundling – the packaging of channels and services together , is a logical answer to two questions facing the market : How do you make it a bit easier for consumers to afford multiple SVoDs in a time of economic constraint ? And , what are service providers going to do about video services , where the available answers essentially add up to a .) nothing , and get out of the video business , or b .) bundle and try and look like value , and add some curation and discovery functions .
Not surprisingly a large number of telcos and legacy cable networks ( what else should I call them ?) are choosing b .). And , mainly , it seems to work both in terms of take up and retention , particularly when you are talking about multi-service bundling including mobile .
But our analysts see it as at most 20 % of the market just now , and very unlikely to grow beyond 30 % in the foreseeable future . This is partly because not everywhere has a service provider , and also the existing high penetration of the main streamers direct to homes ’ – so providers have to sell an alternative rather than a new service .
The main frustration of viewers isn ’ t being unable to get all the services in one place , it is having to have all the services to see everything . Solving this problem will mean aggregation and curation across services , not just bundling them into one pipe with a bit of a tile carousel picking out what is on what you have , and what you are missing on what you don ’ t . This seems a long way off . The technology is easy , but the contractual complications are akin to a Rubic ’ s Cube the size of the Empire State .
Eventually , the complications may lessen as , surely , the other kind of bundling – the consolidation of the streamer sector – takes place . There are too many streamers spending too much to keep old audiences happy and to try to win new ones . Profits look unattainable for most brands . The outcome is not complicated to predict .
Inside
Editorial
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ISSN 1477-8092
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