With global mobile service revenue stagnating and 5G on the horizon mobile operators need to evaluate their role in content and entertainment. Key drivers for content bundling in tariffs includes churn avoidance, boosting stickiness in mature markets, upselling users to higher priced tariffs and monetizing premium content. However, the majority of MNOs have stepped back in fear of fierce competition from over-the-top services. In this report Strategy Analytics examines the key trends of operators in content, including the approaches of AT&T, Bharti Airtel, China Mobile, Orange, Reliance Jio, Telefonica, Turkcell and Verizon, among others.