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

Streaming Year in Review 2025: Online Video Is Now an Advertising-Led Business

Roku and Amazon are the most popular brands of streaming media players purchased for CTV de­vices in the U.S., while Samsung is the most popular brand of smart TV purchased anywhere, according to rese...

Wearable Tech: Safer Workplaces of the Future

According to a recent consumer study by research and analysis firm Parks Associates, nearly 50% of American households own and use wearable devices. These devices align more with fitness wearables as...

New white paper reveals huge opportunities for integrators

Parks Associates’ new white paper, "Smart Spaces: New Opportunities for Custom Integrators," released in partnership with Nice Group, reveals that K-12 schools and universities, apartments and condomi...

As LA wildfires raged, these residents watched their homes burn on doorbell video

As of last year, at least 18% of U.S. households — or at least 25-27 million — had video doorbells, according to Dallas-based market research firm Parks Associates. That’s up from around 7% of househo...

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
About Us
Overview Team Contact Us
Store
View Your Cart

Follow:

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

Design & Developed By Agency Partner Interactive