New Cable Subscribers Gravitating To Broadband-Only Service

A new study from mobile ad tech firm Marchex found the number of new cable subscribers requesting only Internet service is outpacing the number that are asking only for video service.

The findings also show that consumers are steering clear of long-term contracts and are seeking content a la carte, or at least are searching for more personalized and customized bundles. From a content perspective, the numbers indicate that pay-TV providers (such as Comcast) should create programming packages for consumers’ evolving tastes because they now have the power to get what they want from other sources as over-the-top services (like Roku) grow in popularity.