1 in 3 Americans pays for a specialist subscription according to a Bango report
From horror streaming to meal kits, Bango data shows rising demand for personalized bundles.
Subscription services in the US are getting hyper-specific and subscribers want bundles that reflect it.
According to new research from Bango, nearly a third of American consumers (31%) are now paying for at least one specialist subscription. We're talking horror-only streaming (hello, Shudder), meditation apps, language platforms, and even pet trackers.
This surge in niche subscriptions is pushing a shift in bundling expectations. Over half of American subscribers (58%) say they want their mobile, bank, or ISP bundles to include more than just Netflix or Spotify. They want personalized combinations that match their lives.
In short, the bundling economy is fragmenting, and marketers need to keep up.
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Patrecia Meliana
What's new in Bango's subscription study
Bango surveyed 5,000 U.S. subscribers and found that Americans are increasingly exploring specialized subscription services beyond the usual entertainment fare.
Here’s what stood out:
- 1 in 10 pay for at least one children’s service (e.g., ABCmouse)
- 1 in 20 subscribe to guided meditation apps
- 1 in 20 use foreign-language streaming platforms
And these aren't standalone spends. People are building out what Bango calls “weird and wonderful” subscription stacks which combine fitness apps with food kits, AI tools with dating upgrades, or horror streaming with meal delivery.
Bundling is getting personal
The study confirms a rising consumer appetite for bespoke bundling. Here’s how it’s playing out:
- 58% of subscribers want bundles to include niche services, not just the usual streamers
- 68% now get at least one subscription via a bundled offer, like through a telco or bank
- 72% of subscription brands report higher lifetime value from bundled users vs. direct sign-ups
Bango’s Giles Tongue paints a vivid picture: “Subscribers are bundling meditation apps with heavy metal playlists and using AI tools to craft Tinder ice-breakers.” Whether or not you’d personally opt for that combo, the takeaway is clear: customers want utility and personality from their subscription bundles.
Bango’s pitch? Their Digital Vending Machine (DVM) helps telcos and partners build and launch bundles across verticals like Shudder, HelloFresh, Duolingo or Hungry Panda.
What marketers should know
This shift in consumer behavior isn’t just about bundling. It’s about control, identity, and convenience. Here’s how marketers can respond:
1. Align with bundle platforms early
If you're a specialist subscription provider, now’s the time to partner with mobile operators, banks, and ISPs offering curated bundles. Early movers can secure prime placement in bundle menus, just like CPGs fight for eye-level shelf space.
2. Segment your cross-promotions by subscriber behavior
Bango’s findings on top subscription combos are a goldmine. If 34% of fitness app users also pay for meal kits, then bundle those upsells or cross-promotions. Build marketing flows that assume bundling behavior and not single-product funnels.
3. Reinvent your acquisition funnel
The traditional landing page and email nurture path might not convert as well as a bundled partner deal. Focus on being part of a package rather than selling standalone. Test messaging like “Get us free through your telco” or “Add to your banking bundle.”
4. Don’t underestimate quirky bundles
The “Meals & Squeals” idea that pairs HelloFresh with Shudder isn’t just a joke. It’s a creative opportunity to stand out. Marketers should brainstorm unusual, emotionally resonant partnerships that speak to lifestyle, not just logic.
The bundle economy is entering a new phase: one defined by personalization, category-crossing partnerships, and quirky-but-valuable combos.
For subscription brands and marketers alike, now’s the time to rethink how your offering fits into someone’s broader lifestyle stack and not just your category.
If bundling is the new battleground, make sure you're not stuck in the old playlist.
