As tech and wireless giants like Verizon and the soon-to-launch Amazon LEO enter the home internet market, it’s clear that a key component of their offerings is the ability to provide consumers with multiple services on a single bill.

The latest rural subscriber study commissioned by Innovative Systems and Pivot Research confirms that the bundling trend remains strong as it has for the last several years.

The data is consistent across all demographics with a 8% edge given to national providers. This suggests that national wireless and broadband companies influence consumer buying behavior. Because of their relationships, they can access special promotions and service offerings that pose a competitive challenge to rural providers.

Another statistic reported in the upcoming full release of the 2026 study indicates that 32% of respondents are unaware of their current speed. This lack of knowledge makes consumers vulnerable to switching for promotional offers that include bundled services, which national companies excel at providing.