How Optimum is Giving Customers More Power, More Choice, and More Control

You asked, we listened – Optimum is transforming the way you watch TV, putting you in charge like never before. 

The way people watch television has changed – and so have their expectations. Many no longer want oversized bundles filled with content they don’t watch or the burden of managing multiple streaming services separately. At Optimum, we’ve been listening to customer feedback and rethinking how we deliver our video services to better align with what viewers actually want. 

Our approach centers on offering more flexibility, more personalization, and fewer unnecessary add-ons – putting the decision-making power where it belongs: with the customer. 

Rethinking the Traditional Bundle 

For years, the TV industry relied on a legacy cable model that grouped dozens of channels together into large packages. But as consumer viewing habits have shifted, this one-size-fits-all approach has become outdated. Our data shows that a significant portion of customers weren’t watching many of the channels included in these bundles. That insight has led us to transform the Optimum video experience through the expansion and enhancement of our Optimum Stream product and the development of new TV offerings, including Entertainment TV, Extra TV and Everything TV, which bring customers content tailored toward their unique viewing preferences. 

These changes are intended to give people more control over what they pay for and what they watch, rather than forcing them into all-or-nothing choices. 

Simplifying the Streaming Experience 

Another clear message we've heard: streaming shouldn’t be complicated. Customers are looking for convenience when it comes to managing their subscriptions. In response, we’ve begun providing bundled streaming offers like Disney+ and Hulu Bundle Basic, giving customers the ability to seamlessly subscribe to their favorite streaming content and offering a new way to manage their subscriptions through their Optimum bill – with plans to incorporate more streaming partners and consumer subscription services in the near future. This system allows customers to access streaming content through a single platform with consolidated billing – removing friction and offering more flexibility to switch services on and off as needs change. 

Rather than locking streaming services behind large video bundles, we’re aiming to let customers engage with these platforms on their own terms.  

Using Data to Inform Decisions 

Behind these changes is a broader shift in how we use customer data. We recently launched the Optimum TV Study, which surveyed over 2,000 participants across the U.S. and uncovered key insights into what TV viewership looks like for the average consumer today.  

Our study found that only one quarter of American households have streaming services alone. In fact, more than half of consumers have a combination of traditional TV and streaming services to satisfy their viewing needs. On top of that, 77% of consumers who use both traditional TV and streaming prefer to use a streaming service when watching movies and shows, more than when watching sports or political news. These trends indicate a growing desire for skinnier, bundled TV options that offer consumers more choice, flexibility and value when it comes to the content they want to watch and how. 

By understanding what our customers are actually watching – and what they aren’t – we’re able to have more productive conversations with programmers about what makes sense to include in our packages. These conversations aren’t always easy, but they’re necessary. Instead of relying on legacy models or assumptions, we’re focused on building plans that are sustainable, customer-driven, and mutually beneficial for content providers and viewers alike.  

Looking Ahead 

As we continue to adjust our approach, our goal is to create an experience that reflects the way people actually consume TV content today. That means offering a mix of cable and streaming, personalized recommendations, flexible packages, and tools that make it easier to find and watch the content that matters most to each customer, all at a great value.  

We don’t claim to have all the answers – but by listening closely and staying flexible, we’re working to better meet the needs of our customers and the realities of an ever-changing TV landscape. 

Keith Bowen 

President of News, Programming, and Business Services