Continued demand for aggregation across traditional and streaming video drives new bundles and channel combinations
PLANO, Texas, Sept. 1, 2026 /PRNewswire/ — Parks Associates’ latest consumer research The New Live TV Model: Skinny Bundles, Sports, News finds 27% of US internet households prefer a live-TV bundle combined with their favorite streaming on-demand services, while 24% prefer a skinny bundle combined with their favorite streaming services. In total, 51% prefer a package that combines live TV with their favorite streaming services.
“Consumers are not necessarily choosing between live TV and streaming. Many want access to both in one package,” said Michael Goodman, Director, Entertainment Research, Parks Associates. “Providers have the opportunity to offer greater flexibility to their consumers while making it easier to access the content they value.”
Parks Associates also finds 68% of streaming pay-TV subscribers (vMVPD subscribers), including consumers using services such as YouTube TV, Hulu + Live TV, Fubo, and DIRECTV Stream, find the idea of a skinny bundle appealing. A skinny bundle is a pay-TV or streaming channel package that includes a limited number of core channels, typically focused on specific content types (e.g., entertainment, sports, or news). It is priced below traditional all-inclusive TV packages.
The findings show consumers continue to value live television, but their expectations for how it is packaged are changing. Smaller channel packages combined with streaming services can provide a middle ground between traditional pay TV and streaming-only options.
“Skinny bundles offer providers an opportunity to address consumers who want to maintain access to live television but are increasingly sensitive to the cost and size of traditional channel packages,” Goodman said. “The strongest opportunity is retention. These packages can give existing subscribers another option before they decide to cancel service entirely.”
Parks Associates will host the webinar Streaming Video: Churn, Loyalty, and Competition on September 24, featuring research from this study and the Streaming Video Tracker, an ongoing service tracking 400+ streaming video services in North America. The firm is also hosting its ninth annual Future of Video: Business of Streaming on November 17-18 in Marina del Rey, California.
- Hybrid Models & Evolving Monetization: AVOD, SVOD, FAST
- Platform Expansion: OS Ecosystems, Gaming, and the Smart Home
- Pricing and Retention: Balancing Value and Experience
- Monetizing Sports: Rights, Reach & Platform Exclusivity
- The Power of Live: Events, News & Experiential Video
- Voices from the Room: State of the Streaming Market
- Discoverability, Metadata & the Content Navigation Crisis
- Micro-Drama, Vertical Video & the Mobile Video Opportunity
- AI in Practice: What Is Actually Working?
- Next-Gen Advertising: Measurement, Commerce & Interactive CTV
For more information, contact Mindi Sue Sternlitz-Rubenstein or visit www.parksassociates.com.
About Parks Associates
Parks Associates helps companies identify new opportunities, refine strategy, and accelerate growth in connected technology markets through data-driven insights and industry expertise. With more than 40 years of experience, the firm delivers proprietary consumer and industry research, market forecasts, and strategic analysis that guide business decisions across personal, connected home, small business, and commercial technology ecosystems. Parks Associates supports clients in navigating evolving markets including AI, security, smart home, broadband, entertainment, energy, multifamily, smart buildings, and connected health.
The firm also fosters industry growth and collaboration by convening thousands of leaders each year through its flagship executive conferences, including CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. Learn more at https://www.parksassociates.com.
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Media Contact:
Mindi Sue Sternblitz-Rubenstein
Parks Associates
972.490.1113
[email protected]
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SOURCE Parks Associates
