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 also viewing 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 U.S. internet households. The survey is demographically representative of US internet households, with quotas for age, income, and gender.

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Methodology & Key Terms

Executive Summary

Broadband Usage Trends

Consumer Attitudes and Perspectives

Impact of Bundling

Customer Churn and Switching Intentions

Demand for Mobile Convergence

Analysis by Network Type

Customer ARPU Trends

Appendix
•Defining Internet households
•Guide to reading Parks Associates charts
Additional research from Parks Associates

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.

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Yilan Jiang

Senior Director of Consumer Analytics

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Kristen Hanich

Senior Director of Research

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Sharon Jiang

Consumer Insights Manager

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Yuting Mu

Consumer Insights Analyst I

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The Business of Broadband: VAS and Super Aggregation