Nearly 80% of Indian consumers prefer bundling of content and communication services

A high proportion of Indians are interested in a mega bundle comprising content and communication services, according to a study by Amdocs, which provides software and services to media, entertainment and communication companies. The latest findings of Streamer 2021 is based on a survey of 1,000 consumers across India, conducted by Vanson Bourne.

It finds that 76% of all surveyed consumers expect to add to their current subscriptions with the most likely being video streaming services, wellness and e-Health, and eLearning services. Consumers have explored the vast array of content and services available to them, discovering that there are plenty of offerings which stretch beyond the satellite/cable and video streaming status-quo.

Over two-thirds expect the overall time they spend on streaming services to increase in the next 6 months from the current average of 14 hours per week. There are also high interest levels in a mega bundle combining various services. While 79% would be interested in a bundle of video streaming, entertainment, and communication services, 73% would like multiple video streaming services and 72% video streaming and communication services.


“The pandemic has led to an increased consumption of media and entertainment services. Availability of multiple streaming options under one roof has resonated well with the comfort levels of consumers who are confined at home and lookout for new means of entertainment…. this is an exciting opportunity for service providers to give customers the option to bundle their services where they can access all their media and entertainment subscriptions in one place,” said Raman Abrol, GM & Chief Commercial Officer, Amdocs Media. “Moreover, our research states that consumers prefer quality of content over pricing,” he said.

When asked what drives their loyalty to a media/ entertainment provider of any kind, respondents prefer quality of content (71%) compared to price options (45%). Customers are also keen on creating their own content package, limited to what their interests are. They also said that they may be willing to pay more to include on-demand binge-worthy TV series (56%), all games for one specific sporting team (49%), virtual classes/training (46%) or fitness classes with a “celebrity” trainer (45%).