Crunchyroll, the ultimate destination for anime fans with over 25,000 hours of streaming content, has partnered with bundling technical leader Bango to expand its international subscriber base. This new collaboration allows Crunchyroll to bundle its subscription offers with mobile carriers, broadband services, and even banking apps, creating more convenient and cost-effective options for users. With Bango handling the tech logistics, Crunchyroll can focus on reaching new markets and building partnerships that drive growth.
As bundling becomes a key strategy for streaming platforms, Crunchyroll is tapping into indirect sales channels that offer a lower customer acquisition cost and more streamlined service integration. The partnership also positions Crunchyroll for “Super Bundling,” enabling telcos and other resellers to include Crunchyroll in all-in-one subscription platforms—a model increasingly popular among consumers seeking simplicity and cost savings.
Leveraging Indirect Channels for Growth
Crunchyroll’s deal with Bango mirrors broader industry trends. Indirect sales channels, such as telcos and financial institutions, are now crucial for subscription growth. Minna Technologies’ recent report highlights that 63% of SVOD subscribers in 2023 were acquired through these indirect channels, demonstrating a shift in consumer preference for simplified subscription management. By working with telcos and trusted financial platforms, Crunchyroll can capitalize on this trend, expanding its global reach while keeping costs in check.
This approach aligns with recent moves by other streaming platforms, such as the new Starz-BritBox bundle. Starz is launching a $14.99 per month bundle with BritBox to bypass third-party platforms like Roku and Apple TV, which charge significant platform fees. This pure direct-to-consumer (DTC) approach enables Starz to retain more revenue while controlling the customer experience. Similarly, Crunchyroll’s partnership with Bango provides a way to scale its subscriber base through indirect channels without relying on costly third-party platforms, improving both profitability and control.
The Profitability of Bundling
The Crunchyroll-Bango partnership is more than just a growth strategy; it’s a profitability play. As streaming services compete for viewers, bundling has proven to be a cost-efficient way to attract subscribers. By integrating with third-party resellers, Crunchyroll can potentially avoid the platform taxes charged by app stores, allowing for higher margins.
This profitability-focused model is echoed in the Starz-BritBox bundle, where direct management of subscriptions allows services to avoid sharing revenue with third-party platforms. Crunchyroll’s move into bundling through telcos and banking apps offers a similar advantage—lower costs, broader reach, and potentially (depending on the deal) more control over the customer experience.
Why Indirect Channels Matter
In today’s subscription economy, indirect channels play a pivotal role. Consumers increasingly prefer managing their subscriptions through trusted platforms like banking apps and telco services. According to Minna Technologies, 64% of users trust their banking apps more than subscription platforms for managing their services. Crunchyroll’s partnership with Bango leverages this trust, providing consumers with a seamless way to subscribe through channels they already rely on. This opens the door for significant growth, as more consumers look for centralized, convenient subscription management solutions.
Additionally, as more companies embrace “Super Bundling” strategies—where multiple services are grouped into one package—Crunchyroll is well-positioned to capitalize on this trend. By integrating into telco and banking platforms, Crunchyroll can offer its services alongside other popular subscriptions, attracting customers who are looking for bundled deals and a simplified user experience.
As Crunchyroll continues to grow and evolve, we’re excited to announce the launch of a new column at The Streaming Wars called “From the Archives.” Starting this week, we’ll be diving into the fascinating history of key players and events in the streaming world, and we’ll kick things off by telling the full story of Crunchyroll—from its humble beginnings as a fan-driven platform to becoming the global anime powerhouse it is today. Stay tuned for this deep dive into Crunchyroll’s journey, packed with insights into its rapid rise and the strategic decisions that fueled its success.
The Future of Bundling in Streaming
With the rise of indirect channels and the push for “Super Bundling,” Crunchyroll’s partnership with Bango signals a forward-thinking approach to subscriber growth. As more services look to increase profitability by avoiding third-party platform fees, bundling will play an increasingly important role. By integrating with trusted resellers like telcos and banks, Crunchyroll stands to expand its audience while maintaining a strong hold on its revenue streams—offering a blueprint for other streaming services navigating the evolving subscription landscape.
