Standalone Broadband Reaches 41 Percent for US Broadband Households

Recent research shows that more than 4-in-10 (41 percent) US broadband households now use a standalone broadband service. Standalone service, defined as broadband without bundled pay-TV service, is up from 33 percent in the first quarter of 2020. This data was released by research firm Parks Associates through its new "Consumer Insights Dashboard." The firm postulates that consumers are placing a greater emphasis on high-quality broadband and mobile services. While this emphasis often results in increasing value in bundling these services, consumers don’t want to forego quality in order to bundle. Parks Associates' senior analyst Kristen Hanich stated that failing pay-TV subscriptions are negatively impacting service bundles while growing crossovers between mobile and home broadband services are helping to stem the gap, a trend that is only going to intensify.