Providing Market Intelligence for 40 Years

In The News

Parks: 51% of Consumers Prefer Video Subscription Package That Includes Live TV

More than 27% of U.S. internet households prefer a live-TV bundle combined with their favorite streaming on-demand services, while 24% prefer a skinny bundle combined with their favorite streaming services, according to new data from Parks Associates. 

“Consumers are not necessarily choosing between live TV and streaming. Many want access to both in one package,” said Michael Goodman, director of entertainment research at Dallas-based Parks. “Providers have the opportunity to offer greater flexibility to their consumers while making it easier to access the content they value.”

Parks also found that 68% of streaming pay-TV subscribers (vMVPD subscribers), including consumers using services such as YouTube TV, Hulu + Live TV, Fubo, and DirecTV Stream, find the idea of a skinny bundle appealing.

Smaller channel packages combined with streaming services can provide a middle ground between traditional pay TV and streaming-only options, according to Parks.

“Skinny bundles offer providers an opportunity to address consumers who want to maintain access to live television but are increasingly sensitive to the cost and size of traditional channel packages,” added Goodman. “The strongest opportunity is retention. These packages can give existing subscribers another option before they decide to cancel service entirely.”

Parks Associates will host the webinar Streaming Video: Churn, Loyalty, and Competition on Sept. 24, featuring research from the recent Parks study and the Streaming Video Tracker, an ongoing service tracking 400+ streaming video services in North America.

The firm is also hosting its ninth annual Future of Video: Business of Streaming Nov. 17-18 in Marina del Rey, Calif.

From the article, "Parks: 51% of Consumers Prefer Video Subscription Package That Includes Live TV" by Erik Gruenwedel

Previously In The News

Generative AI: Growth Surge Meets Trust Issues

Generative AI's infiltrated 58% of US internet households as of February 2026, according to Parks Associates. Parks' survey revealed only 16% of these households forked out cash for a paid AI appli...

Will a Smart Toilet Turn the Home Into a Diagnostic Center?

One of the hot products showcased at the recent Consumer Electronic Show (CES) was the smart toilet. In its analyst report on CES highlights, research firm Parks Associates wrote, “Smart toilets are e...

ADT’s $105 Million Bet on Ambient AI: Why the Security Giant Is Buying Technology That Can Sense People Through Walls

According to a 2024 Parks Associates survey, 42% of U.S. broadband households expressed concern about privacy when considering indoor security cameras, while only 18% had similar concerns about non-vi...

T-Mobile Brings Back Free MLB.TV Access for Customers

Sports rights are a proven retention tool: live games drive habitual viewing and reduce the urge to churn. Analysts at Deloitte and Parks Associates have repeatedly pointed to sports as a core lever f...

Phone:
972-490-1113
Mailing Address:
2301 West Plano Parkway, Suite 210, Plano, TX 75075
Expertise
Smart Home: Management and Safety Consumer Electronics Connected Health and Wellness Connectivity and Mobility Small-to-medium Business (SMB) MDU
Services
Research Memberships Visibility Memberships Streaming Video Tracker Smart Home and Security Tracker Broadband Market Tracker Channel Analytics
Events
CONNECTIONS™ CONNECTIONS™ Summit/CES Smart Energy Summit Connected Health Summit Future Of Video Smart Spaces
Resources
Press Releases Analyst Blog Parks in the News
Store
View Your Cart
About Us
Overview Team Contact Us Privacy Policy

Follow:

© 2023-2026 Parks Associates. All Rights Reserved. Privacy Policy

Design & Developed By Agency Partner Interactive