Mintel Comperemedia announces key telecommunications marketing trend for 2018

Mintel Comperemedia has today (November 30, 2017) announced ‘The Great Re-bundling’ as a key marketing trend set to impact the North American telecommunications industry in 2018.

Mintel predicts that as consumers subscribe to more streaming services, providers will develop new approaches to bundling that enable better customization and integration of content.

Emily Groch, Director of Insights, Telecommunications at Mintel Comperemedia, said:

“With so many streaming services available, consumers often find themselves toggling between multiple apps and user interfaces, which is cumbersome. As a result, in 2018 we’ll see both traditional and streaming pay-TV providers bundle multiple subscription video services into a single platform that offers a consistent user experience. Not only do we expect to see new developments in streaming bundles, but we also expect these providers to start offering bundled discounts as a method to encourage loyalty and reduce churn.”

In 2018 and beyond, the influx of streaming video providers will give consumers maximum control over which networks they subscribe to, and which ones they don’t, meaning that some streaming services get left behind.

“Consumers want to have a hand in shaping the products and services they use, but the streaming services that consumers consistently do not choose will not survive. Better content customization will accelerate the trimming process. The challenge for smaller streaming services is that bundling with a host platform enables the core provider to see how all types of video are consumed on their platform, giving the host provider a clear advantage. However, based on these learnings, we think that the brand awareness and loyalty benefits of bundling will outweigh these concerns for emerging video streaming services, at least in the near term,” Groch concluded

Interviews with Emily Groch, Director of Insights, Telecommunications, and press copies of Mintel’s 2018 Telecommunications Marketing Trend ‘The Great Re-bundling’ are available on request from the press office.