This shift reflects a broader consumer desire for content consolidation rather than a move away from live programming. According to the study, 27% of households prefer a traditional live-TV bundle paired with streaming options, while 24% gravitate toward smaller, curated 'skinny' bundles. These lower-cost packages, which focus on specific genres like news or sports, have gained significant traction, with 68% of vMVPD subscribers expressing interest in the format.

Michael Goodman, Director of Entertainment Research at Parks Associates, suggests that providers can leverage these findings to improve retention. By offering flexible, tiered channel packages, services can provide a middle ground for viewers who remain loyal to live events but are increasingly resistant to the high costs and bloat of traditional cable. These bundles serve as a vital defensive strategy for providers looking to prevent churn in an increasingly crowded media landscape.