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Broadband and Mobility

Q4 2025

Quantified Consumer

The Business of Broadband: VAS and Super Aggregation

Consumers are increasingly interested in bundling multiple services alongside their home internet. Convergence of home internet and mobile service is a major force driving the strategies of both telcos and cablecos, with satellite connectivity on its way. Although adoption of traditional linear pay-TV services has fallen, consumers are consuming more video than ever before, with streaming video increasingly taking the place of pay TV in the bundle. In the home security space, smart security solutions are of great interest to consumers looking for more advanced functionality and features.

This study examines consumer demand and interest in service bundles, including that of value-added services from third parties. It examines consumer demand for “super aggregation” of video and other digital content, provided by broadband players. It identifies new opportunities for value-added services alongside broadband, including in bundles with converged mobile and home services.

This study draws from Parks Associates’ Q3 2025 survey of 8,000 US internet households. The survey is demographically representative of US internet households, with quotas for age, income, and gender.

Key Questions Addressed:
  1. What is the impact of mobile and home internet bundles on NPS, customer acquisition, and customer retention, and what other high-value bundles are consumers looking for?
  2. How does the addition of value-added services impact customer acquisition and retention relative to other factors such as network type, speed, reliability, and cost?
  3. With Verizon shutting down its +Play platform, is super aggregation still a winning strategy? Or is the home internet market turning to the traditional bundling model historically seen in mobile services?
  4. How have consumer attitudes about home internet, bundling, value, and service reliability evolved throughout 2025 compared to prior years?
  5. What can we expect in terms of broadband market growth going into 2026 and beyond?
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Video Services Ecosystem

Executive Summary

Trends in NPS for Home Internet by Access Method

Impact of Bundled Services on Internet Provider NPS and Frustration

Tech Adopter Segments

Intention to Churn in 6 Months by Tech Adopter Segment

Average Number of Bundles by Tech Adopter Segment

Potential Impact of Service Issues on Annual Customer Churn

Incentives to Keep Likely Churners

Impact of Additional Service Packages on NPS

Interest in Value-Added Service Concepts by Tech Adopter Segments

Average Monthly Spending on Internet Service: Bulk vs Retail

ARPU of Standalone Internet Service by Download Speed

ARPU of Standalone Internet Service by Upload Speed

Broadband Usage Trends

Internet Access Method Among Home Internet Households

Estimated Adoption of Mobile Network Fixed Wireless Access (5G & LTE) Among US Internet Households

Download Speed of Home Broadband Services

Upload Speed of Home Internet Services

Bundled Service Adoption Among Home Internet Households

Adoption of Bundles by Type Among Home Internet Households

Adoption of Bundled Services

Problems with Home Internet Services

Impact of Service Issues on Customer Churn Intentions

Impact of Bundling

Net Promotor Scores for Home Internet Service – Trending (2019-2025)

Net Promoter Score of Top Home Internet Service Providers: Trending

Attitudes Towards to Broadband Services

Perceptions of Current Home Internet Service

Attitudes Towards to Internet Service Among Current Service Providers

Consumer Attitudes and Perspectives

Impact of Bundled Services on Internet Provider NPS

Impact of Traditional vs. VAS Services on NPS of Internet Provider

Impact of Specific Tested Services on NPS

NPS of Internet Service by Bundled Services & Access Method

NPS of Home Internet by Download Speed

NPS of Home Internet by Upload Speed

NPS of Home Internet by Home Network Router Ownership

NPS of Home Internet by Wi-Fi Network Extender Ownership

NPS on Home Internet Services by Problems Experienced

Interest in New Services from Internet Providers

Bundling Service Interest

Customer Churn and Switching Intentions

Home Internet Services Changes Made in the Past 12 Months

Reasons for Switching Home Internet Providers

High Intention to Make Changes to Broadband Services

Churn Risk for Top ISPs

Incentives to Keep Likely Churners

Intended Internet Access Type

Intended Internet Access Type by Current Access Method

Demand for Mobile Convergence

Key Drivers in Choosing a Mobile Service Provider

Willingness to Pay $15 per Month for Satellite Mobile Coverage

Concept Testing: Appeal of 5G Home Internet

Barriers to Adopt 5G Home Internet: Why Consumers Don’t Find It Appealing

Analysis by Network Type

Net Promoter Score of Home Internet by Access Method

Trends in NPS for Home Internet by Access Method

Perceptions of Network Types

Attitudes Towards Broadband Service By Access Method

Problems with Home Internet Services by Access Method

Attitudes Towards Broadband Service By Access Method

Interest in New Service from Internet Providers by Access Method

VAS Interest and Impact of Contracts By Access Method

Customer ARPU Trends

ARPU of Home Internet Service by Download Speed

ARPU of Home Internet Service by Upload Speed

Average Monthly Spending on Home Internet Service: Bulk vs Retail

Internet Service ARPU - Bundle Types: 2025 vs 2024

Home Internet Service ARPU for Traditional Pay-TV/Internet Bundles

Home Internet Service ARPU for Traditional Non-Pay TV Bundles

Appendix

Published by Parks Associates
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Disclaimer
Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.