Streaming has come full circle. What began as a disruption to pay TV has evolved into a new kind of bundle, one led by broadband providers and powered by streaming services. Instead of selling channels, providers are now offering curated digital ecosystems that combine internet, entertainment, and convenience under one relationship with the customer.
In Parks Associates’ recent Streaming Video Tracker webinar, we highlighted a major milestone: streaming video is now the most common add-on to home internet, surpassing traditional pay TV and phone bundles. This shift shows that broadband companies are reinventing their value, using content partnerships to keep subscribers engaged and reduce churn.
The Hulu and Charter deal is a great example. By including Hulu at no extra cost for certain broadband customers, Charter instantly boosted Hulu’s reach while enhancing the value of its own internet offering. It’s a win-win strategy that brings streaming and connectivity closer together.
At the same time, the control point in entertainment has changed. We’ve gone from set-top boxes to CTV operating systems, where viewers find and interact with their favorite services. Our research shows smart TVs are now the dominant connected device in the home, influencing not only what people watch but how they choose between services.
As broadband and streaming continue to converge, success will depend on partnership and user experience. The companies that make it easiest for consumers to discover, subscribe, and enjoy their favorite content will shape the next generation of connected services.
Parks Associates tracks the ongoing convergence of broadband, streaming, and consumer behavior through its Streaming Video Tracker and State of the Streaming Industry reports. Contact us to learn more or access our latest data.
Join us at Future of Video to connect with industry leaders shaping the next era of streaming, entertainment, and connected home services. Discover fresh insights from Parks Associates research on the strategies driving growth, innovation, and audience engagement across the video ecosystem. (Read the announcement of our most recent Top 10 list.)
