Providing Market Intelligence for 40 Years

In The News

U.S. Streaming Rides Into 2026 on Wave of Uncertainty, Says Parks Associates

The state of streaming is strong — but consumer sentiment is iffy, and new models are being deployed to fight off churn.

Such is the video business described by research company Parks Associates, as the Dallas-based firm keynoted its eighth annual “Future of Video” B2B event in Marina del Rey, Calif., this week with its annual “State of Streaming” report.

The report, drawn from a survey of more than 8,000 domestic broadband households and presented Nov. 18 by Parks Associates research VP Jennifer Kent, found that subscription streaming service adoption over the third quarter of this year expanded to 91% of U.S. internet households (from 89% in third quarter of 2024), while traditional pay-TV subscriptions declined to 41% (from 50% in Q3 2024).

The report also offers key insights into the economic factors governing the U.S. subscription streaming industry, amid an uncertain future of import tariffs, inflation and other variables. 

The Parks Associates survey also suggests that the most popular reasons cited by consumers for choosing a less-expensive, ad-supported SVOD tier were all financial, including affordability (34%), saving money (31%) and not seeing enough value in paying more for ad-free (22%).

From the article, "U.S. Streaming Rides Into 2026 on Wave of Uncertainty, Says Parks Associates" by Daniel Frankel

Previously In The News

Is It Time to Bring Back the TV Antenna?

Over 80% of us subscribe to some form of pay TV service, whether cable- or-satellite based. We get hundreds of channels, most of which we do not watch. And while the service is generally good, the mon...

Apple Looks To Expand Healthcare Presence

“Apple has been enormously successful with its technology and brand power among consumers, so Apple’s entry into the healthcare industry is at least beneficial in raising consumer awareness of excitin...

Report: Pay-TV Subscriptions to Drop 27% by 2024; Streaming Apps to Pick Up the Slack

Pay-TV services are showing their age as subscribership continues to fall, leading to a projected 76.7 million subscriber decrease by 2024, according to a report by Parks Associates. This drop wou...

Report: Streaming TV Churn Drops 48% Over Two Years, Hits Lowest Point in History

According to a recent report from research firm Parks Associates, services that stream television channels via the internet — known as virtual multichannel video programming distributors (vMVPDs) — ha...

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 Broadband Small-to-medium Business (SMB) Connected Health
Services
Research Services: Custom and Consulting Research Projects Streaming Video Tracker Security Tracker Smart Home Tracker
Events
CONNECTIONS™ CONNECTIONS™ Summit/CES Smart Energy Summit Connected Health Summit Future Of Video Smart Spaces Upcoming Industry Events
Resources
Press Releases Analyst Blog Parks in the News Connected Consumer Podcast 
About Us
Overview Team Contact Us
Store
View Your Cart

Follow Us to stay informed

© 2023-2025 Parks Associates. All Rights Reserved. Privacy Policy

Design & Developed By Agency Partner Interactive