New UK research from Bango suggests growing consumer frustration with fixed monthly streaming fees, with 28% of Brits saying services should introduce rewards or discounts for binge-watching.
The findings come from a survey of 1,500 UK consumers published in Bango’s latest report, The Future of Bundling Waits for No One.
According to the research conducted for the subscription software company, 45% of respondents say monthly billing leaves them paying for unused time. As a result, 20% want subscriptions billed on actual usage, such as time spent in an app. A further 17% would prefer to pay per hour watched, while 9% would even consider pay-per-minute TV.
The data points to a shift towards more flexible, usage-based models as consumers look for ways to manage costs while retaining access to preferred services.
Giles Tongue, VP of Marketing at Bango, said consumers increasingly expect subscriptions to reflect real-world usage patterns rather than rigid monthly fees. “Consumers want subscriptions to fit real life. People dip in and out of services, switch up what they watch, and expect pricing and perks to match that reality rather than a rigid monthly fee. “They want one place to manage what they pay for, and they’re open to the next generation of subscription models that feel more flexible and rewarding, from binge-watch benefits and cross-platform credits to billing that flexes around usage.”
Beyond billing mechanics, the report also highlights appetite for new forms of value exchange. Around 22% of Brits say they would be willing to share additional data, such as viewing history, in return for better deals. Meanwhile, 25% would like cross-platform credits that allow payment across multiple streaming services, and 27% would want those credits to apply across all subscriptions.
Subscription management is another pressure point. Some 42% say they want a single sign-in and a single monthly bill covering all their streaming services. The desire for consolidation extends beyond entertainment, with 38% saying they would like one sign-in and bill across all subscription types, from retail to fitness and apps.
Bango argues that providers able to control discovery and simplify billing will emerge as the leading destinations as bundling evolves.
