PLANO, Texas—New research from Parks Associates' Broadband Market Tracker shows broadband subscriber losses among the largest cable providers continue to lessen as operators strengthen customer retention efforts and expand converged broadband and mobile offerings.
Leading cablecos, including Comcast, Charter Spectrum, and Altice, lost an estimated 280,000 combined broadband subscribers during the first quarter of 2026, an improvement from an estimated decline of 320,000 subscribers in Q1 2025.
During the same period, cable MVNOs added approximately 830,000 combined mobile subscriptions, highlighting continued consumer interest in bundled connectivity services.
"The competitive landscape has shifted from winning subscribers at any cost to keeping existing customers through better pricing, simplified service offerings, and integrated connectivity," said Kristen Hanich, senior director of research, Parks Associates. "Providers are investing in strategies that reduce churn while strengthening the value of broadband through mobile bundles and improved customer experiences."
The research also found that providers are introducing new programs designed to address key causes of customer churn, particularly during household moves and service transitions. Competition is also intensifying around pricing and bundled offerings.
"Optimum introduced a promotion guaranteeing $25 per month for 300 Mbps fiber service for five years for new customers, while encouraging additional savings through mobile and TV bundles," Hanich said. "Starlink replaced its $499 upfront hardware purchase with a monthly equipment fee, lowering the initial cost of adoption and shifting more expense into recurring monthly service."
The data from Park’s Tracker service also found continued momentum toward converged connectivity services. During the first half of 2026, both AT&T and Verizon introduced integrated home internet and mobile offerings that simplify billing and strengthen customer loyalty.
Current adoption of this bundle is now at 26% of all US households, according to Parks Associates. These unified service models reflect a broader industry strategy to increase customer lifetime value while reducing subscriber churn.
The Broadband Market Tracker provides ongoing analysis of broadband subscriber trends, competitive strategies, pricing, fiber, cable, fixed wireless, satellite broadband, and converged service offerings across the US market
