Sheltering-in-Place Could Spur Broadband Demand, Says Parks
As social distancing and self-isolating increase across the U.S., demand for broadband could spike among households, said Parks Associates Tuesday. “Many people working at home and entertaining-in-place" puts "more stress on the home’s broadband capacity, so service providers need to…
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step up their efforts to help customers better understand their throughput needs,” said Steve Nason. Customers will be more willing to upgrade speeds to match their increased consumption habits if providers give them information on what they need, said the analyst. Consumers have little understanding of how much speed they need and use at home, said Nason, noting demand for 1 Gbps and higher services is most prevalent among younger consumers who are heavy users of connected platforms and services. Meanwhile, 60% of U.S. households would cancel a pay-TV subscription before canceling broadband service, a portion that has likely increased amid COVID-19, said the research firm. Consumers with over-the-top video subscriptions are shifting away from internet bundles, said Nason, and are more likely to have stand-alone internet service than nonsubscribers.