Mexico is the country that spends the most on health services steaming in Latin America, but also the one that uses these entertainment platforms the least, according to the study ‘The War of Subscriptions: The Awakening of Super Bundling’, prepared by Bango, a company specialized in digital payments and payment technology. marketing.
In the country there are 13.4 million users of platforms streaming, according to estimates from the Statista database. Bango’s report estimates that The average subscriber contracts 3.8 memberships that represent a monthly expense of 764 pesos. The figure translates into an annual disbursement of 9,168 pesos. The amount is the highest among Latin American countries.
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The research indicates that despite the interest that Mexicans have in these services, “one of their great concerns” is the management of these services. apps. 39% pay for subscriptions that they do not use. The percentage is the highest recorded among the markets studied.
Luisa Muneratti, senior vice president of sales at Bango, points out that the phenomenon is known as “seasonal subscriptions.” She explains that people are not aware of how much they are investing in apps of digital entertainment and, in some cases, they tend to forget the subscriptions they have purchased.
The analysis adds that 62% of Mexicans say that the lack of affordable prices is one of the main barriers to having all the platforms they would like. 52% say they have canceled at least one of these memberships due to an upward price adjustment. “Users in Mexico would be willing to pay a higher bill to any telecommunications company that provides a service that allows them to manage all their subscriptions from a single place,” he concludes.
The industry of streaming revolutionize
The trend is global and anticipates a large-scale configuration to add new audiences. The change has begun to be visible. Disney Entertainment and Warner Bros Discovery are preparing to launch a new bundle that will include Disney+, Hulu and Max. Both companies are working with Fox Corp to launch a joint plan in the fall that will include content from ESPN+ and live broadcasts from various linear television channels. In response, Netflix, Apple TV+ and Peakok announced that they will begin marketing their offerings through a single membership. In Latin America, Disney+ and Star+ will merge their content into a single platform at the end of this month. Muneratti warns that “as the subscription economy in Latin America and the rest of the world continues to grow, the challenges of subscription fatigue and management become more pressing.”
A report from the analysis firm Parrot Analytics anticipated at the end of last year that 2024 would be marked by large mergers between security services. streaming. The growing number of entertainment options is shrinking as people begin to make decisions about which services are worth hiring and maintaining. He adds that “demand for original content drives subscription growth, but library content is key to customer retention. The total share of catalog demand is a good indicator of which service streaming consumers are more likely to use as their default entertainment platform.”
The ‘State of Play’ report from the consulting firm Nielsen indicates that audiences can access nearly 817,000 titles from digital entertainment services. On average, only 15% of the content within a platform is truly exclusive.
