What Americans Really Want from Their Connectivity Provider in 2026

Throughout 2025, Optimum surveyed over 8,000 Americans to better understand what consumers truly want from their connectivity experience. Through a series of national studies on topics such as Connected TV, Internet, Mobile, and Customer Experience, the answer emerged loud and clear - consumers want "value without friction." But what does that mean in practice?

The Consumer Experience: A Day in the Life

Picture a typical evening: a family gathers for movie night, streaming their favorite show on the living room TV, while a parent checks emails on a mobile phone and smart devices quietly manage the home. While another family could be watching Monday Night Football, streaming their favorite video game, and ordering necessities for the home all in one night. These everyday scenes are at the heart of Optimum's research. It's not just about having internet or mobile service - it's about how seamlessly these services fit into our lives and how reliable they are.

Key Findings from Optimum's 2025 Studies

Let's break down the most important insights:

• Digital Consumption is Rapidly Increasing
  • Most Americans spend more than ten hours every day online, and one-third of consumers have increased their internet usage in the last year.¹
  • On average, Americans watch 24 hours of television every week; two thirds say they watch TV all or most of the time.²
  • On top of that, nearly 90% do something else while watching TV like browsing their phone or internet, texting, or scrolling social media.²
• Value, Reliability, and Quality Lead
  • Across industries, Americans ranked reliable or high-quality products and services as the most important factor for a positive customer experience, followed by clear and transparent pricing.³
• Bundling & Upgrades are Appealing - at the Right Price Point
  • Over half of Americans consider price the key factor when buying a mobile device⁴, and one-third plan to upgrade their phones in the next 12 months.⁵
  • Nearly half of consumers find it appealing to bundle mobile, internet, and/or TV services from a single provider if offered at a great price.²
• Frequent, Transparent and Live Communication is Key
  • Americans' number one issue with their telecom provider is dealing with long wait times and slow responses.³
  • Majority feel it's highly important that they are regularly updated during technician visits and internet outages, and after an outage, nearly 60% say a message from an executive would improve perceptions of their provider.³
  • If they need support, nearly half of consumers prefer to contact their provider via phone over any other medium.³

How Optimum Delivers "Value Without Friction"

Optimum's approach to "value without friction" is built on a foundation of advanced technology, transparent pricing, and customer-centric service. The company's investment in a 100% Fiber Internet network means many customers can enjoy symmetrical speeds up to 8 Gig and 99.9% network reliability, ensuring that streaming, gaming, and smart-home devices work seamlessly throughout the home. Optimum's Smart WiFi provides whole-home coverage, while Optimum Mobile leverages America's largest and fastest 5G network for complete connectivity at home and on the go.

To simplify the customer experience, Optimum offers bundled packages that combine internet, mobile, and video services with one transparent price point, in fact new customers who bundle services can now save up to $15/mo. off their bill. These bundles are designed to fit real usage patterns, delivering fast, reliable internet and nationwide wireless coverage through a single provider. Customers can manage their services easily, enjoy peace of mind with clear pricing, and benefit from proactive communications, especially during outages or service changes. The result is complete connectivity, simplicity, and exceptional value, without the friction that frustrates so many telecom customers.

The Number One Takeaway

So, what's the number one lesson from Optimum's 2025 research? Americans want a connected experience that delivers strong value, including fair pricing, reliable performance, and useful features, without the hassles that have long plagued the industry. When these elements come together, satisfaction rises, churn drops, and loyalty grows. This is why Optimum has made a concerted effort to deliver the best customer experience, which we recently detailed some of our progress here.

Predictions for 2026

Looking ahead to 2026, the connectivity landscape is poised for continued transformation, driven by evolving consumer expectations and rapid industry shifts. A few areas we see further evolution include:

• Video will remain a central battleground, with carriage disputes increasingly focused on platform optimization, like DTC content ingestion (e.g., Peacock, ESPN+) and ecosystem control, in addition to more economically focused terms like packaging, advertising time, and rates. Consolidation among streaming platforms will accelerate, leading to a continued merging of linear and streaming worlds. Chairman and CEO, Dennis Mathew, penned this blog post in January 2025 and it still rings true as we see what's next in 2026. Consumers need affordable, practical video options now - from both the linear and streaming content sides.

• In the mobile space, affordability and flexibility take center stage. Consumers are done paying too much for their family plans, but what about those out there simply looking for an affordable single- or double-line plan? And isn't it worth getting the most affordable mobile plan while connected to the largest and fastest 5G network in America? Optimum has you covered.

• Finally, as more affordable and flexible options continue, many consumers will seek more digital security from online threats and schemes such as phishing. Those consumers purchasing family plans that see how their kids can sometimes treat their devices might entice them to add a device protection plan. And for all the connected devices continuing to enter the home, it's essential to make sure the whole home WiFi performance is ready to handle - enter Optimum's Whole Home WiFi product. Not every household is the same and Optimum's here to support your current and growing connectivity needs.

As the industry moves into 2026, the convergence of affordability, connectivity, content, and customer-centric innovation will define the next chapter delivering value without friction and empowering consumers to connect to what matters most.

At Optimum, we are dedicated to providing value without friction, because we see the family that is streaming their favorite TV shows, checking emails and playing video games all in one night, and know that they shouldn't need to worry about how much they are paying for their internet or if they're going to stay connected when it matters most.

Mike Parker

President, Consumer Services

¹Data cited is taken from a survey with respondents sourced from a third party on behalf of Optimum between May 6 - 14, 2025. Over 2,000 U.S. adult internet service decision-makers were surveyed.

²Data cited is taken from a survey with respondents sourced from a third party on behalf of Optimum between February 26 - March 13, 2025. Over 2,000 U.S. adult TV service decision-makers were surveyed.

³Data cited is taken from a survey with respondents sourced from a third party on behalf of Optimum between October 7 - 13, 2025. Over 1,500 U.S. adult internet service decision-makers were surveyed.

⁴Data cited is taken from a survey with respondents sourced from a third party on behalf of Optimum between January 2 - 10, 2025. Over 1,500 U.S. adult mobile service decision-makers were surveyed.

⁵Data cited is taken from a survey with respondents sourced from a third party on behalf of Optimum between August 7-8, 2025. 1,000 U.S. adult mobile phone service decision-makers were surveyed.