Parks Associates: 16% of US Internet Households Have Cancelled Pay TV and Returned

Ninth annual Future of Video hosts industry leaders focused on competitive market dynamics in streaming and pay TV  

PLANO, Texas, Oct. 13, 2026 /PRNewswire/ -- Parks Associates' research The New Live TV Model: Skinny Bundles, Sports, News finds that pay-TV churn does not always represent the permanent loss of a subscriber. The firm's just-published study of 8,000 US internet households shows 16% of US internet households have cancelled a pay-TV service in the past and later returned, demonstrating new opportunities for providers to win back former subscribers.

The firm will feature this data and more at its upcoming Future of Video: Business of Streaming on November 17-18 in Marina del Rey, California. The conference agenda focuses on new market trends and research in consumer adoption, churn, and spending, with multiple speakers from industry leaders:

• Yvonne Abt — Head of Video for Entertainment, Consumer Electronics and Automotive, Google
• Tyler Bell — SVP of Product, Gracenote
• Carolyn Bisson — Executive Director, Content Licensing Research US/Global, Warner Bros. Discovery
• Gil Fuchsberg — President, Subscriptions, Partnerships & Corporate Development, Roku
• Samuel Harowitz — SVP, Content Acquisitions & Partnerships, Tubi
• Ajinkya "Jinx" Joglekar — CMO, Optimum
• Michael Page — SVP, Digital Sales, FOX Television Stations

Pay-TV penetration has stabilized after years of decline, holding in the low-to-mid 50% range among US internet households and now at 57% of all households. At the same time, SVOD adoption now exceeds 90%, and the average subscription TV household subscribes to more than six video services across pay TV and SVOD.

"Consumers are managing these larger streaming portfolios without materially increasing their overall entertainment spending, creating intense competition for wallet share," said Michael Goodman, Director, Entertainment Research, Parks Associates. "Consumers still value live sports, news, and events, but they increasingly reject the traditional large-channel bundle."

Parks Associates research shows that among returning pay-TV households, 40% returned within six months, and 29% returned after more than a year. Live sports are particularly important in bringing subscribers back.

• Thirty-seven percent of returning pay-TV subscribers cite access to live sports as a reason for subscribing.  
• Among returning subscribers, 29% cite access to local news or live TV as the reason.

"The research also shows that the longer consumers remain away from pay TV, the more likely they are to choose a vMVPD when they return," Goodman said. "This behavior is changing the competitive environment, and providers like YouTube TV, DIRECTV Stream, and Charter (Spectrum) are responding with different approaches to packaging."

Registration is open now for Future of Video: Business of Streaming, November 17-18 in Marina del Rey, California. For more information, contact Mindi Sue Sternblitz-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.

Follow Parks Associates on LinkedIn, Facebook, and Instagram.

Mindi Sue Sternblitz-Rubenstein
Parks Associates
972.490.1113
[email protected] 

SOURCE Parks Associates