The B2C SaaS Landscape and the Bundle Wars

The tech industry is obsessed with the consumer subscription model, or B2C SaaS. Netflix, Amazon Prime, Spotify, Peloton, are just a few examples of services that millions of people in the Western world subscribe to. In fact, 90% of the top grossing apps are subscription based across all categories: education, fitness, dating, music, wellness, personal finance, etc. Many startups are hoping to be the next name on that list.

In this post, I dig into the consumer subscription landscape, and make the case that bundling is upon us, as initiated by Apple, which may place downward pressure on the area.

According to a new report by investment bank GP Bullhound, the Consumer Subscription Software (CSS) market is expected to be worth $150 billion a year by 2022. Covid-19 and lockdowns increased the proliferation of consumer subscription models in daily life as consumers looked for shopping, entertainment, fitness and gaming. These new habits are likely to continue in the medium-to-long term, according to a recent McKinsey survey of consumer sentiment in the US.

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