This shift reflects a broader consumer desire for content consolidation rather than a move away from live programming. According to the study, 27% of households prefer a traditional live-TV bundle paired with streaming options, while 24% gravitate toward smaller, curated 'skinny' bundles. These lower-cost packages, which focus on specific genres like news or sports, have gained significant traction, with 68% of vMVPD subscribers expressing interest in the format.
Half of US Consumers Demand Hybrid Live-Streaming Video Bundles
A majority of American households are rejecting the binary choice between traditional broadcasts and on-demand platforms, opting instead for integrated packages. New research from Parks Associates shows that 51% of internet users now favor subscription models that merge live television access with their preferred streaming services.
Michael Goodman, Director of Entertainment Research at Parks Associates, suggests that providers can leverage these findings to improve retention. By offering flexible, tiered channel packages, services can provide a middle ground for viewers who remain loyal to live events but are increasingly resistant to the high costs and bloat of traditional cable. These bundles serve as a vital defensive strategy for providers looking to prevent churn in an increasingly crowded media landscape.
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